It happened in 2016. A guy named Brent Leary decided to pick a fight with a Twitter account that rates pictures of dogs. He didn't know he was about to become an immortal meme. He just thought the ratings were a bit much.
Honestly, looking back at the "they’re good dogs Brent" moment feels like looking at a time capsule from a simpler internet. It was a time when a disagreement over a golden retriever could stop the world for a second. We weren't all yelling about politics yet—at least, not in that specific thread. We were yelling about whether a dog could actually be a 13/10.
Most people recognize the phrase immediately. It’s the ultimate "shut down" line. But the story of how a misspelled name and a relentless dedication to canine excellence created a cultural touchstone is actually a masterclass in brand voice and community management.
The Tweet That Launched a Thousand T-Shirts
The setup was simple. Matt Nelson, the creator of the WeRateDogs account, posted a picture of a dog. As per the account's gimmick, the dog received a rating higher than ten. This is the core of the brand: all dogs are better than the scale allows.
Brent Leary (@brentleary) wasn't having it.
He replied to a few different posts, pointing out the mathematical impossibility of the scores. "You can't give something a 13/10," he essentially argued. "That's not how math works."
Then came the clapback. On September 12, 2016, @dog_rates replied: "They're good dogs Brent."
The misspelling was the cherry on top. Brent’s name is spelled Brent, so the omission of the comma and the sheer dismissive energy of the statement turned it into a viral sensation. It wasn't just a correction. It was a philosophy. It told the world that if you're looking for logic in a gallery of puppy photos, you've already lost the plot.
Why "They're Good Dogs Brent" Refuses to Die
You see this phrase everywhere now. It’s on coffee mugs. It’s in GIFs used to end arguments that have gone on too long. But why did it stick?
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The internet is usually a cynical place. Most "viral" moments are born out of snark or cruelty. This was different. It was a wholesome defense of something inherently pure. By telling Brent that the dogs were "good," Matt Nelson tapped into a universal truth: people love their pets more than they love the rules of mathematics.
There's also the "Everyman" quality of Brent. We all know a Brent. He's the guy who points out the plot holes in a superhero movie instead of enjoying the explosions. He's technically correct, which is the most annoying way to be right. When the internet collectively sided against him, it wasn't because they hated Brent—it was because they wanted to protect the whimsy of the 13/10 rating.
The Anatomy of a Meme Peak
The growth wasn't accidental. The WeRateDogs account leaned into it hard. They didn't just let the tweet sit there; they turned it into a cornerstone of their identity.
- Merchandise: Within days, "They’re good dogs Brent" shirts were everywhere.
- Repetition: Whenever someone complained about a rating, the community would swarm with the catchphrase.
- The Redemption: Eventually, even Brent Leary embraced it. He changed his Twitter bio. He leaned into the joke. That's the secret to surviving being a meme: don't fight it. If you fight it, you become the "Bad Luck Brian" of the week. If you join in, you're part of the family.
The Business of Being a "Good Dog"
If you think this is just about a funny tweet, you're missing the massive business engine behind it. WeRateDogs isn't just a Twitter account anymore. It’s a multi-platform media empire that has raised millions of dollars for dog surgeries through its partnership with 15/10 Foundation.
The "Brent" moment was the inflection point. It gave the brand a "villain" to bounce off of. Every great story needs a bit of conflict, even if that conflict is just a guy asking for a standard 1-10 scale.
What's fascinating is how the phrase has evolved into a linguistic shorthand. In digital marketing circles, we call this "community-driven vernacular." When your fans start using your inside jokes to defend your brand against outsiders, you’ve reached the holy grail of engagement. You don't even have to moderate your own comments anymore; the "Brents" of the world are handled by the fans.
The Mathematical "Crisis" of WeRateDogs
Let's look at the numbers for a second. Why a 13/10? Why not an 11?
Matt Nelson has explained in various interviews (including a great sit-down with The Washington Post) that the escalation of the numbers is part of the joke. If a dog is a 10, it's perfect. But if a dog is a 14, it's more than perfect. It defies the constraints of human measurement.
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The absurdity is the point.
When Brent tried to apply logic to an illogical system, he became the "straight man" in a comedy duo he didn't realize he was part of. The "Good Dogs" response works because it shifts the goalposts. It says, "We aren't playing the game you think we're playing."
Semantic Saturation and Meme Longevity
Most memes have a shelf life of about two weeks. They're good dogs Brent is almost a decade old.
It survives because it's versatile. You can use it for anything. Someone complains about a "plot hole" in a cozy video game? They're good games, Brent. Someone points out that a local park has too many pigeons? They're good birds, Brent. It’s a template for dismissing pedantry.
Lessons for Content Creators
If you’re trying to build a brand or a following in 2026, there is actually a lot to learn from this interaction.
- Don't be afraid of the "wrong" people: Brent wasn't a bot or a troll. He was a real guy with a real opinion. Engaging with him—not with anger, but with a firm, slightly surreal dismissal—was the best thing the account could have done.
- The Power of the Typo: Had Matt Nelson used proper punctuation—"They are good dogs, Brent"—it wouldn't have been as funny. The lack of a comma makes it sound breathless. It sounds like someone shouting over their shoulder while walking away.
- Lean into the Absurd: If your brand is built on something silly, don't try to justify it with logic when challenged. Double down on the silliness.
Is Brent Still Mad?
The short answer is no. Brent Leary is actually a well-known figure in the CRM (Customer Relationship Management) and tech space. He's a consultant and an analyst. He’s a professional.
He eventually met Matt Nelson. They’ve done photos together. They’ve joked about it on podcasts. It turned out to be a win-win. Brent got a massive boost in visibility, and WeRateDogs got its most famous catchphrase.
But it’s a reminder that on the internet, you’re only one tweet away from being "that guy."
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Why the Context Matters in 2026
In an era of AI-generated content and hyper-optimized social media strategies, the "Good Dogs Brent" incident feels incredibly human. It wasn't a calculated marketing stunt. It wasn't the result of a focus group. It was two guys disagreeing about a golden retriever at 3:00 AM.
We crave that authenticity now more than ever. When we see a brand acting like a person—flaws, typos, and all—we gravitate toward it.
How to Use the "Brent" Philosophy in Real Life
You can actually apply this to your own life or business. We spend so much time trying to satisfy the "Brents" of the world—the people who demand perfect logic and standard operating procedures. Sometimes, the right move is to just acknowledge that the thing you're doing is "good" and move on.
You don't always owe the critics a debate. Sometimes, you just owe them a 14/10.
Actionable Takeaways from the Brent Saga
If you want to capture even a fraction of this kind of viral energy, stop trying to be perfect.
- Monitor your mentions for "The Brent": Look for the person who is technically right but missing the spirit of your project. Don't fight them; use them to clarify your values.
- Develop a shorthand: Find a phrase that sums up your brand's core belief. "They're good dogs" says everything you need to know about WeRateDogs' mission statement.
- Humanize your responses: If you're a business owner, stop using corporate-speak. If someone complains in a way that is pedantic, respond with kindness and a bit of humor.
- Embrace the meme: If you become a meme, do what Brent did. Don't sue. Don't get angry. Buy the t-shirt and laugh along. It's the only way to win the internet.
The legacy of "They’re good dogs Brent" isn't just about dogs. It's about the moment the internet decided that being "right" was less important than being "good." In a world that feels increasingly fractured, maybe we should all be a little more like the people who give 13/10 to a dog wearing a hat.
Basically, don't be a Brent. Or do, but be the kind of Brent who knows when to take the L and join the party.
The next time you find yourself about to correct someone's "impossible" math or point out a minor error in a wholesome post, just remember: they're all good dogs. Every single one of them.
Next Steps for Dog Lovers and Content Creators:
- Check your brand voice: Is it too rigid? Find one area where you can be "logically incorrect but emotionally right" to build a deeper connection with your audience.
- Audit your "Brent" moments: Look back at how you handle criticism. Are you defensive, or are you creating "meme-able" moments of levity?
- Support the cause: Visit the 15/10 Foundation to see how the "Good Dogs" legacy is actually saving lives in the real world.