Wag the Dog Brand Firm

Wag the Dog Brand Firm We are "the little branding firm with big results"
|Est 2010 CA

CEO: Madeline Richardson

Industry
Operations Consulting

Company size
2-10 employees

Headquarters
Conroe, Texas

Founded
2010

Specialties
Executive Consulting, Brand Development, Graphic Design, Business Development, Content Experts, Strategy, IT services, Monetization, and Advertising

I met with an owner of a small business this week and she apologized for not keeping up with her social media marketing ...
07/30/2026

I met with an owner of a small business this week and she apologized for not keeping up with her social media marketing or updating her website.

I said, "when I see business with outdated socials, I assume that company is already succeeding."

07/29/2026

I would be asked to come get a "very pregnant but deaf pitbull" from Tehama County shelter. We named her Ciera but she was not pregnant- just full of infection. That pup would end up being chosen as the cover model for Pinups for Pitbulls annual calendar. We were the only all breed rescue that would receive a grant from this organization.

The founder of that organization would end up on a show on Animal Planet called "Pitboss," and her adopter texted me, "Ciera was just on TV." But we didn't watch television so I found this random dude who was supposedly a famous pitbull rescuer and follow him on Facebook.

One day, he posted a status asking if anyone knew how to write a business plan and we ended up on the phone for two hours and Shorty's Charities was born.

I took over his social media accounts, built programs like A Dog A Day where small, rural shelters could get their dogs highlighted by me and adopted out. Fund-A-Pity program would end up making the news it was so impactful.

Reality TV only paid their stars $10K per season, so I told Shorty about product placement. I was the one reading the 3000 emails that came in from the most recent episode each day and between all the emails asking for help with their dogs they needed to get rid of (thanks, BSL) there'd be people asking what cigar brand he smoked, which sunglasses are those, and is there anywhere people could give.

We'd end up getting him the spokesperson for Pet Expo. I'd charge for autographs on the free photos, do tshirt design contests, we'd raffle off a donated Harley. And then I added a Bobblehead of the most famous dog I'd personally ever met. The result: he was making $12K a month just on merch I'd R&Ded from his own fan base.

Then there was the on-camera forced adoption I'd disagree with to Tori Spelling. I even counseled her that I had better dogs for her home and lifestyle but she only wanted Dizzle. A PA from the show would show up to my home with a cat-sized crate for a 5 month old pitbull and I cried and resigned.

He begged me back so I negotiated my alter ego "JulieforShortys" under which I'd go viral and be "trending" on Twitter for 72 hours in 2014; this is the time I turned down Ellen DeGeneres show - my family was exhausted, not able to leave the house and was done with their 15 minutes of fame.

I successfully lead the campaign to get a Burger King Superbowl commercial banned, we'd actually save a handful of dogs because I offered to foster them, host rallies against BSL but they ended up crossing my line by asking me to play a role on "just one episode." I did the adoption to Sebastian for Davinci - hell, I was the one who raised the Service Dog - I just didn't want to do it on camera. So they hired an actress to play my part.

I'd ultimately resign for mismanagement of funds; he was booking little people talent for Shortywood but letting people "donate" tens of thousands. I publicly resigned politely, privately resigned scathingly and reported him to the IRS for 501c3 noncompliance.

07/28/2026

This career ran parallel to other careers I have covered in other reels.

Due to my exposure during my animal rescue work, my son would be "discovered" in the true sense of that word; leading to my next career: Momager.

It was the fact that I took - and publicly posted - so many photos of him with our adoptable dogs. A photographer reached out to me privately on Facebook: "can I shoot your kid?" That was Alex Kruk No charge. He styled himself, we showed up, she captured.

Little did we know what would transpire from there. By the next month he'd not only secure an agent but he'd book his first gig, his second, his third in his first week.

Suddenly, I'm learning an entire lingo: casting (audition), hold (he didn't get the job, yet), booking (he got it). Call sheets would arrive with 5am call times at 11pm. Just his first year was insane - he was starting to get recognized at auditions...my favorite time was the time I walked out of the bathroom with toilet paper hanging out of my skirt to overhear the whisper, "is that Lucas Scott?" He laughed at me, well deserved.

Through some mentorship by more seasoned "Hollywood moms," I'd learn the tricks of the trade: direct book only, frequent headshot updates, keep his Casting profiles current.

I chose to homeschool, so I never was required to hand him over to "set teachers" or child wranglers.

Craft services, ADs violating hours on set trying to hand us cash to keep my mouth shut, then cutting him from the commercial like 🤬 Using his personal clothes as wardrobe not just on him but other talent - yet he never received the styling credit he deserved. Flat tires, engine overheating on Wilma (my 1996 Volvo), but they'd hold up that commercial shoot for FOUR HOURS. That commercial performed so well, they placed into two more markets & this is when I learned about usage rights checks.

Although we've walked into and he would audition at Nickelodeon, Disney, Marvel and the like, his careered soared in print.

Agent cut 15%
Manager cut 15-25%
Coogan Account 15%

He funded his own career and when Nike called to book he said, "momma, it's your birthday. Let's take the day off." And so we did.

This career schooled me in production schedules, behind the scenes, industry terms I'd use later down the line in the career I work today. He modeled winter coats while you were in bikinis poolside, swimtrunks while you pulled out winter jackets.

(Pssst, this is WHY anyone that's ever produced anything should NOT have fallen for the C0VID-era theatrical production.)

Not only was I managing a working model's career, he was simultaneously a competitive dancer for 9 years, starred in community theatrical productions, and volunteered within his community. That's his story to tell, not mine. I was just the driver.

My favorite memory of this time is my memories with the crew; at the end of the work day, they sought me out to ask how I raised a child so "unaffected" and complimented me on his manners & work ethic and how "directable" he was. My response: "thank you. I make him clean up dog s**t in between gigs."

How did we survive the industry with one of the worst reputations?
No red carpets.
No after parties.
Home school (in the car & on sets) and the second shoot we showed up to I was told, "no parents on set - it distracts the children." So I stood up, gathered his things, grabbed his hand and we walked away - it never happened again.

07/26/2026

The dog rescue kept operating through my divorce; my board insisting I take the necessary time off to be met with slander, libel and defamation from my own team I'd assembled. They used my breakdown of my 11 year marriage ending as a FUNDRAISING tactic (they still are today with my rescues posted on their social media). I let the 501c3 die.

So I find myself with three young children, a s**tty attorney, waived spousal support, no child support so I could bring my kids back home. I was a SAHM & housewife for 9 years. So I decided. Took my specific set of skills, put up ads on Craigslist, and called it Lady Luck Consulting (which would become Wag The Dog years later).

I became "Mother. Writer. Ally."
Not a tagline; a hierarchy. A declaration of my identity. A boundary - my compass. Start my writing gig as "The Hollywood Autism & Parenting Examiner," start my business blog, and pick up projects I could do from home.

Once I put down who I was, in that specific order, it reminded me of their priority; Mother always came first.

Press releases went viral, offers started coming in without running ads. We'd produce events, billboards, trade show booths, web content, logo design, social campaigns. I'd have employees again, busy enough to subcontract out work.

What I'd become is the project manager and Publicist - a Narrative Architect. I was the person who could:
- extract the truth
- shape the message
- build the brand
- manage the ex*****on
- deliver the outcome

And then I commented on a celebrity's Facebook status and the dogs would re-enter the chat.

07/24/2026

After about four years as a SAHM, I'd witness Hurricane Katrina on the news - I wanted to help. Hubby said "sure" but had no idea what he'd signed up for.

Once my vet learned I was a sucker for abandoned dogs, I'd get the call, "there's a Great Dane here that was brought in to be euthanized because his nails are scratching their new hardwood floors. He's only six, Julie." And so it began... Bernese Mountain Dog with happy tail... a litter of Golden Retrievers born without eyes to be culled by their breeder...Frenchies with cleft palates requiring bottle feeding, "breeder doesn’t have time." 7 Poms dumped in my yard. Then the "pitbull" showed up.

Time to incorporate; my first 501c3, my retail store Bones & Scones, my online store BowWow Bid Now and our weekend adoption events began. Volunteers came, Board Members came, grant funding came, then the celebrity adoptions.

Suddenly thrust into the limelight for rescuing the dogs that other rescues left behind; we required help - fosters, boarding facilities, and donations.

I'd work with Jessica Biel's dad, Jon, on his new networking platform where his tech guys used my profile to show others an example of a proper profile (because I knew how to use html code in 2006). I became his top friend of his "top 9." Mike Campbell persuaded Tom Petty to donate a signed guitar, donate tickets for their Mudcrutch Tour - proceeds to a local rescue, aka mine because he loved Lucille (aka Sally) a Bloodhound I'd pulled off a red list. Shia LaBeouf would be counseled into KEEPING his dog by our Board. I'd have mics handed to me, look down from the stage to see Danny Trujillo holding my Chihuahua we had marked "aggressive."

We would foster "evidence" for the district attorneys (they legally couldn't be altered); we had wolf-hybrid foster pups; retire dog actors from a major Hollywood studio.

The deaf, blind, limbless, wheelchair-bound and senior dogs, my loves. 600+ dogs and five years in, the marriage couldn't take the strain and the only one left to rehome was my husband.

But wait...there's more.
Stay tuned for part two when one of my dogs ends up on TMZ.


07/22/2026

There was a job board at my university. I was 19. It was a young, married couple who required an office assistant.

Until they asked if I could run out to New York. I'd swiftly be put in charge of the 90 outside sales reps, AR, inventory & shipping department, and management of the orders with our larger accounts - The Container Store, Target, Urban Outfitters and Starbucks.

Fun factoid 1: "the Target dog" was inspired by our shop dog featured in all of our wholesale catalogs.

This career would have me traveling to trade shows throughout the US, learning how to negotiate on my feet, customer service and the importance of BRAND.

Our magnets lived on the refrigerator of many seasons of Friends. Our bulletin board in the backdrop of Total Recall. So it wasn't within the confines of any of my future television and film career that I'd learn the fine art of product placement.

Concurrent with this, at 21, I'd be offered my fourth job - an internship on a cable news show, that STILL airs today. He wanted lighter-hearted, "local" segments so he brought on some girls from the pageantry circuit đź‘‹ I'd work BTS, assist with community events, observe television production, get to know all the jobs and members of the crew but got shoved in front of the camera to host a segment and NOPE - that wasn't for me. (But this experience will come full circle decades later )

I'd leave my job(s) for the same reasons I quit my modeling gigs. Yet that engagement to marry was short-lived and I'd run home to my parents at 26, turn my diamond ring into a necklace, when my mom's employer learned I needed work - STAT. I showed up in too short of a skirt and too high of heels to be handed a wardrobe allowance and to "try again tomorrow." Not just my wardrobe was problematic, I'd have to trade in my Miata for a conservative four-seater for the client schmoozing and gallivanting that was permitted in the 90s...

CONTINUED IN COMMENTS 👇

07/20/2026

My second career, just like the first career, found me...

I began competing in GuyRex pageants at 19; my mom saw the sign-ups for Miss Cerritos in our local paper and encouraged me to do it. I actually won - exactly to the day, on the anniversary of being discharged from the NIH (yes, the National Institutes of Health) for my participation in a 3 month long "rare disease" study and the neurosurgery that "cured" me of Cushing's Disease.

I can't recall the first gig but once that can opened, it became a flood. My photographer asked if he could use my headshots in his ads, Golds Gym asked, I did a cable TV commercial for evening gown rentals, Truckin' magazine feature, then a Miller Lite poster, and then the old 1990s Bud Girl gig.

I was making so much more money than my friends between teaching 2 to 3 classes a day with this layered on top - this was a wild ride of my early 20s that ended when one of my photographers took my photos (without my consent nor permission) to Pl***oy HQ where they would formally ask me to do a test shoot.

Straight out of a Hollywood dream for many of my friends that submitted their own and got rejected; soooo to the peer pressure, I succumbed. However, I turned them down when they sent me my offer of work via US mail. (I had saved that letter up until it burned, along with everything else in our fire in November.)

I retired at the request of my then professional athlete/celebrity fiancé who wanted me (as arm candy) all to himself. I behaved well with media & at ESPN events; looked good in the designer dresses he insisted I wear; could converse intelligently without embarrassing him - or myself. So he handed me an AmEx, asked me to quit all of my jobs, and move with him to Carlsbad for his NoFear contract.


07/18/2026

I started my first career at 14 years old, completely by accident... and technically illegally.

It was 1983. I was a latchkey kid riding my beach cruiser down Gridley Road to Artesia after school. A gym sat right at the intersection, and instead of going home, I’d drop in every afternoon, claim a corner, finish my homework, and take the 4 and 5 pm classes.

One day the instructor called out sick. The manager looked at me - the kid who showed up every single day - and said: “You’re here anyway. Want to teach?”
So I did.

For two years, no one questioned it. Then the gym sold, new owners arrived, and someone finally realized a 15‑year‑old was teaching daily classes without a work permit. The next morning I marched into the ROP office, got my permit, started my IDEA Certification, and officially became a fitness professional.

From there, everything accelerated. I taught at every major local gym franchise. I became the first certified Reebok Step Instructor at Gold’s Gym. My legs became locally legendary. My wardrobe was sponsored by LA Gear, Capezio, Underground Railroad, and Avia; the most expensive part of the job, covered.

That first accidental career lasted almost a decade and led directly into my second career: modeling. But that’s a story for another reel.

I retired from my first career at 23.

Since I'm currently on several "d0mestic terr0rism" watchlists, am forbidden to go live for 362 more days, and am in the...
07/16/2026

Since I'm currently on several "d0mestic terr0rism" watchlists, am forbidden to go live for 362 more days, and am in the home stretch of sedentary activities to heal my broken foot, I've taken to studying Instagram's content creation guidelines.

Thank YOU for the 2.4 million views, BTW 🫶‼️, at the precise moment I'm demonetized...but hey, I'm a straight-A student so I'll learn with a few more slaps on the wrist - according to IG, my orthopedist and, apparently, God, my next pony trick will be REELS.

I'm not stuck - I'm incubating.

Four more weeks of "just sit still" and at the height of being SEEN for the first time in six years, the overlords are l...
07/13/2026

Four more weeks of "just sit still" and at the height of being SEEN for the first time in six years, the overlords are like, "nah, babe." Not that I go live often but now I'm not allowed to until next year.

We Aries were told "it's the year of the fire horse, saddle up!" but instead it feels like they burned down my house, stampeded across my metatarsals, and took away my side hustle.

How's your 2026 going?

đź‘‹

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Cerritos, CA

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