US EditionBrand Saga: How Bumble’s marketing flipped dating norms with the first move
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Brand Saga: How Bumble’s marketing flipped dating norms with the first move
In 2014, Whitney Wolfe Herd left Tinder following a turbulent exit marked by a sexual harassment lawsuit against the company. The ordeal left her disillusioned with the dating app industry, but also determined to reshape it. Teaming up with Badoo founder Andrey Andreev, she launched Bumble, an app designed to flip the dating script by allowing only women to make the first move in heterosexual matches. Bumble’s core proposition wasn’t just about …
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