#77: Basics Of Brand Equity With Richard Greiner From Huckberry

Huckberry is a delicate blend of your favorite hardware store, grandpa’s  store, and favorite magazine all combined into one rockin’ website. Targeting the young professional that enjoys the outdoors, Huckberry is a subscription based e-commerce business that sells gear, apparel, men’s essentials, and holiday gifts. Tune in to hear how co-founder Richard Greiner bootstrapped the company and built a massive email list of mid-six figures in under three years.

Topics Discussed:

  • 02:00 – Background of Huckberry since 2010
  • 03:00 – Gauging potential traction for an idea
  • 04:30 – Why you always throw out your first pancake
  • 06:00 – Customer or Product, Chicken vs. Egg
  • 08:30 – Getting customers to opt-in the email list
  • 11:00 – Executing the pre-sale model that’s capital light
  • 13:00 – Viral coefficients and building momentum
  • 15:30 – Building the initial brand equity through content marketing
  • 18:30 – Focusing on mind-share rather than wallet share
  • 22:00 – Huckberry dollars and referral credits
  • 23:30 – How the discount / wholesale / online retail model works
  • 26:00 – Re-branding the wholesale products for the Huckberry experience
  • 30:00 – Challenges of moving the needle as you get bigger and bigger
  • 33:00 – Trying to find the silver bullet


Mentions in the Episode:


Episode Length: 35:18


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  1. Hi Terry, your Epi 77 link seems to be down. Can you take a look? Thanks!

  2. I’m really impressed by the focus on creating content. Enough so that I had to go sign up to see what I’d receive and what was on the blog. I would suggest taking some of the passive content approach and turn it into proactive lifestyle shaping. Maybe Huckberry already has style guides and guides on how to identify quality in a product — nothing like becoming a denim snob when you understand how it’s made.

  3. Too bad they have horrible customer service. Left messages (5) on an order that has YET to arrive. Even the supplier company for the product couldn’t reach them to determine whether they had even placed the order. 11 days for 2 shirts from a company that could have sent them (and is now willing to apply the discount that Huckberry has) makes me wonder WHY bother going through Huckberry when the companies they represent are willing to skirt them – but hey, they get my $$ and ship for free with typical 2 day shipping.

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