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Like any marketing chief for a major brand, Dave Schneider gets a lot of feedback from customers. But shortly after taking his job as CMO at the venerable Red Wing shoe company three years ago, Schneider noticed that many of those customers had more than just feedback to offer—they had remarkable stories about their boots.
There was Dylan Murphy, a lineman whose Red Wing boot saved his foot from amputation after a 12,600-pound wire reel broke off a crane and fell on him.
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