Brand and Product Variables

The BRAND

Bumble is recognized as the cheerful, yellow dating app that has reduced the power disparity in the dating world to the benefit of women. Bumble’s previous media efforts have been centered around empowerment, intersectionality, and kindness. Entering new connectivity streams has largely been successful, and more people are recognizing Bumble’s feminist role in social networking.

The PROBLEM

Since Bumble originated in 2014, the idea that it’s exclusively a dating app has been the dominant narrative. People are confused about how Bumble Bizz works, and they are apprehensive of adoption, fearing unintentional crossover between the modes. There is also the issue of online networking monopoly. Bumble Bizz is entering a marketplace where the 25% of all people that do network know of only a select few companies, like LinkedIn.

march 2016

LAUNCH OF BUMBLE BFF With three years of success under their belts, Bumble expanded their business model to include a space where women could swipe to find potential friends.

march 2019

PRESENT DAY Even with the success of Bumble Date and Bumble BFF, Bumble Bizz is still facing challenges breaking into the professional networking market. december 2014

THE RELEASE OF BUMBLE Bumble is launched by Whitney Wolfe Herd as a dating app where women make the first move.

march 2017

LAUNCH OF BUMBLE BIZZ After success with Bumble Date and Bumble BFF, Bumble launched an additional feature for location-based networking following the same business model and swiping method.