Be Kind, Unwind with Tyler Calder Of Girls’ Night In and Whiled

There’s not a more appropriate way to end this season of Brandsplaining™ than with an episode all about staying in. We chatted with Tyler Calder, the Director of Content for Girls’ Night In—a community and weekly newsletter exploring the ways we unwind, take care, and make friends into adulthood. Girls’ Night In also just launched The Lounge: a new membership platform for connecting IRL and online, and Whiled: goods designed for downtime. (And P.S. Whiled’s tagline is so good it makes us howl like wolves: “Press pause and play.) We’ve admired the entire brand suite because of their fun, candid messaging and their use of levity to open dialogue and foster community. We had a riot talking with Tyler (who herself is the queen of cozy) about the Girls’ Night In ethos and brand strategy and got into a lot of fun topics, like:

—Using candor and clarity to draw in the right audience
—Having a distinct brand personality in order to foster strong partnerships and collabs
—Resisting the urge to put out clickbait or frivolous content even if it feels the most marketable
—Not being afraid of having a counter-cultural message, because it can often help you carve a niche and find your people
—How a thoughtful, integral brand approach will pay off in the long haul in terms of consumer loyalty

And we ended talking about snack necklaces (on Instagram @wearyoursnacks, by the way). You can check out everything GNI is up to @girlsnightinclub, @whiled.co, or @jointhelounge on Instagram or at www.girlsnightin.co.

As the world’s first humor marketing agency, Obedient has developed creative branding for industry darlings like Clif Bar, Native, Argent, JOI, The University of Chicago, Alleyoop, Roche, and The Dallas Cowboys. But they would never brag about it in their episode description.

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