Struggling to get your current customers to buy more? Wondering if a clever campaign can boost visit frequency—or is that just marketing wishful thinking? In this episode of Cover Brand, Ethan Decker sits down with research consultant Carol Kauder to peel back the curtain on the true power (and limitations) of advertising and brand communications. They unpack why well-intentioned campaigns often fall flat and why “reminding” beats “convincing”—every time. Listen for actionable insights on customer retention, the science of gentle nudges, and making your messaging sticky and memorable. Plus, get ready for fun anecdotal wisdom (Glee covers, IHOP’s infamous name change, and more) that crystallize these essential branding lessons. If you want to better understand how to drive meaningful behavior shifts—without falling into the coupon trap—this episode is for you.

Main Topics Covered:

• The real reason customers rarely increase their buying frequency—and what you can actually do about it
• Why advertising is a “weak force,” but a necessary part of growth
• The science (and art) of “sticky” brand messaging that keeps you top-of-mind
• The pitfalls of trying to use logic and persuasion to drive shopper behavior
• How bold moves (like IHOP’s IHOb campaign) can nudge perception… but not permanently shift habits
• When and why it’s better to gently remind vs. hard sell
• Why asking consumers, “What would make you buy more?” rarely uncovers actionable answers
• Ways to use research to unlock creative, memorable advertising ideas

Refrain:

IHOb Campaign Coverage (Adweek)

Mountain Dew "Puppy Monkey Baby" Ad Breakdown

Riff:

Ready to elevate your brand’s impact? Start by making your communications memorable and consistent—don’t waste energy chasing mythical “loyalty lifts.” For more actionable strategies and science-backed insights, subscribe to Cover Brand and share this episode with your marketing team or a business leader who needs to hear it!

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

What does it really mean to build a "personal brand" when you’re the business? On this episode of Cover Brand, Ethan Decker and Jeff Leitner dig into the sometimes-cringey world of personal branding and offer an empowering alternative: focus on your reputation. They break down why memorable individuals—like Steve Jobs, Anna Wintour, or even a local blacksmith—stand out not just for their skills, but for the simple, symbolic traits people associate with them.

Listeners will get practical advice on distinguishing between brand and reputation, how to embrace your individuality while staying authentic, and simple, actionable ways to help people remember you in a crowded marketplace. If you’re a solopreneur, freelancer, or just curious about how personalities and branding intersect, this episode is your roadmap to building a brand that truly feels like you.

Unlock practical branding tips, learn why reputation matters more than you realize, and discover clever ways to make sure you get remembered—for all the right reasons.

Main Topics Covered:

• The difference between brand and reputation (and why it matters)
• Why solopreneurs struggle with “personal branding”
• How icons like Steve Jobs, Coco Chanel, and Anna Wintour built memorable personal brands
• The role of signals, symbols, and “shtick” in being remembered
• Why reputation is especially important for B2B businesses
• Actionable steps to make your name stick in people’s minds—without losing your authenticity

Refrain:

jeffleitner.com – Learn more about guest Jeff Leitner

The Brand You 50 by Tom Peters (Book)

Seth Godin’s Blog – On personal branding and standing out

Bob Ross Chia Pet – Because memorable "shtick" can come in funny forms!

Riff:

Ready to make your mark and stand out for all the right reasons? Start by rethinking your personal brand as your reputation, and use the insights in this episode to create your own memorable "hook"—big or small. Visit Applied Brand Science for tools to elevate your reputation and make every interaction count.

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

Are you struggling to define your brand’s voice in a competitive market? This episode is your roadmap. Nikki Nagy, founder of Las Olas Luxury Living, joins Ethan Decker to unpack her journey from frustrated shopper to innovative business owner—building a pool furniture brand that bridges the gap between luxury and affordability. Discover how Nikki leveraged clever design innovations (like a two-piece pool lounger!) and a smart shipping model to outmaneuver legacy brands. They discuss how to select and flex your brand archetype, blend personality traits for maximum stickiness, and tailor your messaging for different audience touchpoints without losing authenticity. Perfect for entrepreneurs, brand managers, or anyone looking to make their business stand out and connect with customers on a deeper level.

What You'll Learn:

• How Las Olas Luxury Living disrupted the pool furniture market with innovation and clever logistics
• The power of brand archetypes—what they are, how to choose one, and why flexing your voice matters
• Why blending personality traits can make your brand more memorable and “sticky”
• Strategies for evolving your brand voice across channels and customer journeys
• Tools and tactics for fighting unfair and staying ahead of copycat competitors
• The role of sonic branding and creative assets in strengthening brand recognition

Links to Additional Resources:

More about Las Olas Luxury Living (if available)

Podcast Host: Ethan Decker on LinkedIn

Ready to make your brand stand out in a crowded market? Listen now for actionable strategies and inspiration. If you found these insights helpful, share this episode with a fellow entrepreneur or marketing pro. For more branding breakthroughs, visit appliedbrandscience.com and explore other episodes of Cover Brand!

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.