PROFILE

Evan Snively

Director of Planning & Loyalty, Moosylvania

Evan Snively is the Director of Planning & Loyalty at Moosylvania, an integrated marketing agency specializing in building brand communities. Moose executes across 5 disciplines: branding, social, planning & buying, digital, and experiential. They have worked with brands such as Venmo, Disney, New Amsterdam Vodka, Barefoot, Sapporo, Cohiba, and Purina — with extensive work in the beverage industry.

In his role, Evan takes a science-based and data-driven approach when consulting on his client’s brands, in order to create frameworks that allow customers to grow into passionate, permanent brand advocates. Evan is also the co-founder of the apparel business Every True Son and active in the St. Louis start-up scene as a community judge for the Arch Grants program.

Personally, he is loyal to a number of brands, including Spotify, Patagonia, and any restaurant that serves a good sweet tea. He has a degree in Economics from Loyola Marymount University and currently lives in St. Louis, MO, with his wife, two sons, and Great Dane.

Learn more about Moose’s Millennial research here: moosylvania.com/insights

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  • Posted on: 05/17/2022

    Which exec role should guide the path to the metaverse?

    CXO if a brand has one is the logical place to start. I think it's more about finding the right person vs. the right title to take it on. Someone who is inspiring, curious, and willing to push a vision without a treasure trove of data to fall back on.
  • Posted on: 05/11/2022

    ‘Babe’ star makes dramatic gesture over Starbucks’ upcharge for non-dairy milk

    And when they do, they will make every other drink $0.05 more expensive to cover the costs and nobody will be any the wiser.
  • Posted on: 05/04/2022

    L.L.Bean is taking a month-long mental health break from social media

    It's a really on-brand move, thats for sure. I was shocked to see that they also deleted all their other posts. I initially thought they might be looking to transition the look/feel of their grid and found this as a clever way to do it, but it looks like you can restore content within 30 days, so I would imagine that will be their plan. Whether L.L.Bean's post is helpful to their bottom line remains to be seen, but it certainly is helpful in raising societal awareness of the importance of mental health, and for that I applaud them!
  • Posted on: 03/31/2022

    Best Buy and others find great customer experiences start with data insights

    Saying you are a data-driven culture and actually being able to discern meaningful insight from that vast collection of customer touchpoints often falls flat. Meshing first-party data with larger trends uncovered from third-party sources is an area where I have seen companies fail. They get too in the weeds with their brand experience and lose sight of how those behaviors fit into the bigger consumer ecosystem. Also, companies who are trying to be truly innovative might have some supporting data, but likely will need to take a leap of faith that their product can shape future behavior. Not everything in business can be a "sure thing," but that is where the excitement lies.
  • Posted on: 03/23/2022

    Can a rebrand popularize Saks Off Fifth with a new generation?

    The physical footprint certainly limits upside. I would consider pouring resources into redesigning the SO5 app (which at a cursory glance looks pretty much the same as the parent Saks app - clean, white, and uninspiring). I don't think the younger generation will have as many qualms with buying expensive clothes without physically seeing them or trying them on (as long as the returns are easy).
  • Posted on: 03/14/2022

    Lululemon joins the footwear race with new running shoes

    Another avenue for brand loyalists to proclaim their allegiance. The "women's first" narrative will provide a lot of traction and shareability via consumer promotion as well.
  • Posted on: 03/10/2022

    Eddie Bauer has a lot of stories to tell

    Outdoor lifestyle companies certainly have the advantage when it comes to creating captivating content that is relevant to their brand. Most have sponsorships or ties to professional athletes/influencers, however I think the real Holy Grail will be the brand which figures out how to leverage their UGC and build a brand community with that as a focal point.
  • Posted on: 02/22/2022

    Retailers have good reason to support customers working from home

    I don't disagree with your conclusions Lee, but if you surveyed 2,700 people and NONE of them said they were going back into an office full-time, you might want to look at the diversity of your sample audience.
  • Posted on: 02/18/2022

    Yeti is leaving Lowe’s to focus on DTC and key wholesale accounts

    Pretty difficult to say why Yeti is stepping away from Lowe's without being in the room - but it's likely just a low sales volume or a case of a retailer having too many hoops to jump through. I don't see a brand perception issue here, but it also might not fit squarely in the middle of their move forward positioning, so best to move on!
  • Posted on: 02/14/2022

    The commercial that won the Super Bowl was…

    Coinbase. The only commercial that got me to actively participate and text about it. Also, they probably saved a lot of BTC on their approach!
  • Posted on: 01/10/2022

    Are AI-powered customer service agents already human enough?

    Upon reading the opening sentence "what matters in the customer service experience is the PERCEIVED HUMANNESS of the interaction and that often an agent powered by artificial intelligence (AI) is as good or better than a real person," the term "perceived humanness" really stands out, and I'm not sure it's the right term. In this context I think it is probably defined as "a relatable, empathetic, and effective problem solver." Not all humans have those qualities, but AI can be designed to do just that (whether real or a mirage), so in that sense - YES, AI will be able to bring more (and more consistent) value to some customer resolution experiences than humans.
  • Posted on: 12/20/2021

    What happens when D2C brands diversify product lines?

    If a brand is able to dedicate as much passion for the secondary product lines as they do their initial one, then there is reason for consideration. Creating more stability is one advantage, but a potential disadvantage is a loss of trust if the secondary lines don't meet established brand or market standards. Usually the "solo D2C" brands specialize in a product that they have created some degree of disruption in - this is less likely to be true for secondary lines.
  • Posted on: 12/09/2021

    Will consumers ever get over the price hurdle for sustainable goods?

    Vrity (a data company that helps brands measure the economic impact of their values) has stated that 82 percent of U.S. consumers will be willing to spend more on a brand that shares their values. So in theory, if sustainability is a brand value for 50 percent of Americans, around 40 percent (50 percent x 0.82) of Americans will be willing to pay more for that brand. I don't necessarily see that "willingness to pay more" changing in the coming years, but I do see sustainable products becoming more the norm, so hopefully "regular priced" sustainable options will be within reach for everyone.
  • Posted on: 11/24/2021

    Jury says CVS, Walgreens and Walmart bear responsibility for opioid epidemic

    I agree with the defendant's claims that pharmacists should not be second-guessing doctors - at the individual level. However this case study certainly and tragically has shown that there should be some type of "whistleblower" or "red flag" infrastructure that pharmacists can utilize to track out of the ordinary prescription volume. And honestly, it probably also should be automated and reviewed by a board - not on the shoulders of the pharmacists themselves.
  • Posted on: 10/27/2021

    What should retailers do about angry reviews?

    As far as what factors are the most helpful, the poll has done a good job outlining the various areas of consideration: Legitimacy, Quantity, Recency, Sentiment, Rating. Quantity can help aid Legitimacy. I usually start there - if a product has less than 30-50 reviews and I do not already have trust established with the brand, I'm out and don't get to the other factors. Recency becomes more important in service-based industries as staff turnover can greatly alter the customer experience. Detail and sentiment become more important at higher cost/consideration purchases. And Rating of course is king.

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