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Welcome to the Arena from ICR – Conversations with Today's Innovators & Business Leaders
Trailer
Bonus
Episode 156
Season 1
Steve Dunn, CEO & Diana 'DB' Barnes, Chief Brand Officer, WHY Brands – Better Together: Building stronger futures with unified strategies
Summary:
In today’s market, too often brands find themselves caught up in chasing trends, losing sight of the path to long-term growth. Today’s guests are breaking that cycle by taking a customer-first approach, turning insights into action, and aligning multiple brands under one clear vision.
Today we're sitting down with Steve Dunn and Diana "DB" Barnes from WHY Brands. Steve is WHY's CEO, founder, and Chairman and Diana is Chief Brand Officer and Creative Director of the company. WHY Brands is the parent company of baby lifestyle brand Munchkin, which Steve founded in 1990, as well as a new name in upscale home goods, Curio, which was co-founded by DB and Steve in 2023.
A young father himself at Munchkin's start, Steve aspired to bring smart design into the nursery and found his passion in innovative product development and is now the primary inventor of the majority of over 350 patents. An investment banker turned entrepreneur, Steve holds a Bachelor's Degree from UC Berkeley and an MBA from Harvard Business School.
As Chief Brand Officer, DB oversees global brand partnerships and manages the public relations, social media, and brand design teams for Munchkin and Curio Worldwide. She joined Munchkin in 2014 and under her leadership the brand design team has won over a hundred top international awards.
She's the creator and producer of Munchkin's top-ranked parenting podcast, StrollerCoaster, and was recently named one of the top 20 CMOs in the world by Fast Company. DB is a passionate advocate for animals and the environment, and leads all Munchkin CSR initiatives, including partnerships with the International Fund for Animal Welfare and Trees for the Future.
Diana holds a BA from the University of Tennessee, a BFA in Graphics Packaging from the ArtCenter College of Design, and has completed several executive MBA programs at Harvard Business School.
In this episode, we learn how WHY Brands' "moonshot" culture fuels its innovation, and why paying attention to your customers should always be a priority.
Highlights:
- Steve's business background and path to founding Munchkin (3:50)
- Steve describes the early days of the baby and children's market, and initial hurdles at Munchkin (5:20)
- DB talks through the founding of Curio Home Goods (7:08)
- The inspiration behind the creation of WHY Brands (8:22)
- DB discusses the unique 'moonshot culture' at WHY Brands (9:35)
- WHY Brands' RD8 Group and how they innovate for the future (10:40)
- DB on the importance of connecting with the consumer beyond advertising (15:03)
- Potential M&A opportunities at WHY Brands (17:31)
- Hot to stay on top of evolving trends and maintains brand relevancy (19:59)
- Standout products from Curio and Munchkin (22:59)
- WHY Brands' philanthropic initiatives (24:44)
- Steve's advice for navigating rocky climates in business (26:22)
- DB reflects on career challenges she has overcome (28:13)
Links:
Feedback:
If you have questions about the show, or have a topic in mind you'd like discussed in future episodes, email our producer, marion@lowerstreet.co.