Nick Westergaard

By Nick Westergaard on April 18, 2017

Buffer

BarkBox on Branding: The Convergence of Culture & Audience

“Branding is thousands of tiny punches that add up.” And few deliver as many meaningful little punches as Bark & Co, the powerhouse brand dedicated to bringing joy to dog parents everywhere through innovative products and services like BarkBox. The company and its people love what they do and who they do it for. And it shows. This week, Bark’s Editor in Chief Stacie Grissom joined me for a chat on the On Brand podcast about all of this and much more.

Enjoy This Episode Now

About Stacie Grissom

Stacie Grissom is the head of content at BARK, the company building a next-generation brand for dogs and dog people. Stacie leads the team behind the BARK’s interactive, humor-driven content strategy and is a co-author of the New York Times bestseller, Dogs and Their People. She lives in NYC with her rescue mutt, Pimm.

 

Episode Highlights

What’s the difference between a dog owner and a dog parent? And, does it matter? It does to Bark & Co. “A dog owner is someone who looks at their dog as property. Not as a part of the family. A dog parent throws parties and cares about the gifts they get their dog.” It’s this seemingly small distinction that Bark has built its brand around.

“We’re obsessed with dogs.” So how does Bark understand their audience? Do they develop complex personas rich with quantitative and qualitative demography? Not so much. “We only hire people who get dogs. Not everyone here has a dog but we all value dogs.”

‘Hump Day’ is a little different at Bark. When your business is dogs, ‘hump day’ takes on a new meaning. Looking for way to celebrate the middle of the week with their fans on social media, Bark leaned into the innuendo. Would this offend some? Sure. But again, they know their customers.

“If it makes us giggle we go ahead and post it.” This mix of culture, audience, and content, also informs their brand’s distinct voice, usually bringing a smile to their customers’ face.

“If I was a dog would you ride me?” #spiceupyourlife _ @roofusandkilo

A post shared by BarkBox (@barkbox) on

What brand has made Stacie smile recently? Stacie pointed us to the hip swimming trunks brand, Shinesty. “They’re super bro-ey. The way they about their products shows that they really know their audience.”

To learn more about Stacie, connect with her on LinkedIn or check out her content at BarkPost.

As We Wrap …

Before we go, I want to flip the microphone around to our community …
Recently Melanie Deziel gave us a shout on Twitter for our episode on native advertising featuring Melanie Deziel! Thanks for listening!

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

  • Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS.
  • Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
  • OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.
  • Remember – On Brand is brought to you by my new bookGet Scrappy: Smarter Digital Marketing for Businesses Big and Small. Order now at Amazon and check out GetScrappyBook.com for special offers and extras.

Until next week, I’ll see you on the Internet!



This entry was posted in Podcast and tagged , , , , . Bookmark the permalink.

Nick Westergaard
Email Brand Driven Digital

is a strategist, speaker, educator, and author of Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, where he helps build better brands online. He also teaches at the University of Iowa and is host of the On Brand podcast. More about Nick.


0 comments