INTRODUCTION
What Is Brand Storytelling?
We all have dreams. Paul’s dream was to hike the 2,189-mile Appalachian Trail.
Paul Evans passed away before he could make his dream a reality. But, as it turns out, it wasn’t the end of his story. It was the beginning. Thanks to the outdoor recreation company Recreational Equipment, Inc. (REI).
It started with an e-mail Paul’s wife, M’Lynn, sent to The Dirtbag Diaries podcast. In it she talked about her husband of 17 years, about his kindness and selflessness and the fact that all his life he was drawn to America’s most iconic trail. But Paul had a bad heart. He passed away two weeks shy of his fifty-fourth ...
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