How outdoor retailer Moosejaw developed its uniquely wacky brand voice - Business Insider

. In the often self-serious outdoor industry, Moosejaw's promotional emails regularly open with lines like, "My Mean Boss asked me to email you about this sale."

In an era in which many brands have hopped on the overly-chatty and relatable brand voice bandwagon, Moosejaw stands out — both as an early innovator of the style and an authentic voice in an echo chamber of copycats. Part of that is because the Moosejaw brand voice, according to Comerford, is the actual voice of the company's founder, Robert Wolfe.

Since Wolfe and his friend David Jaffe launched the first Moosejaw store aimed at outfitting outdoorsy tourists in suburban Detroit in 1992, a lot about the company has changed: one store became 12, the internet happened and Moosejaw became an early e-commerce powerhouse, the company was purchased by a private equity firm in 2013, and then in 2017 it was acquired by Walmart. But through it all, the Moosejaw identity has remained much the same.

When Comerford joined the company as its vice president of marketing in 2008, he overlapped with Wolfe for about 6 months. During that time they worked together to codify exactly what the Moosejaw brand was, turning Wolfe's personality into four values that still guide the company today:"Everything we do should be something someone would tell 10 friends about," Comerford said. "You have to keep outdoing yourself.

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