This week on The Barcode Podcast, we're talking to Rick Wittenbraker and how he went from commodities trader to the Chief Marketing Officer for Howler Brothers - a design-driven, Austin, Texas based outdoor apparel company.

A well-thought out, immersive brand has the power to create a true tribe. And Rick has been able to do that at Howler Brothers and previously during his time at YETI.

Listen in as Ben and Rick have a wide-ranging conversation about the importance of people and community and how knowing the personality of a brand can make that brand truly magnetic.