Organizations build their brands through all the ways they communicate and interact with consumers. Sometimes a company takes specific actions to demonstrate what a brand stands for, attract attention, and hopefully deepen customer loyalty because of what their brand represents.

That’s exactly what outdoor retailer REI did when it announced in October 2015 that their doors would be locked on one of the biggest shopping days of the year. Its CEO, Jerry Stritzke, told employees in an email, “While the rest of the world is fighting it out in the aisles, we hope to see you in the great outdoors.” In the following video, Stritzke joins CBS This Morning to explain the company’s decision and how it reflects on the REI brand.

As you watch this video, think about how this announcement might change your perceptions of the avid outdoors enthusiasts REI targets? Even if you don’t fit this target segment, how would this announcement affect your perceptions of the REI brand?

Click here to read a transcript of the video.