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.

Confused about branding or think it’s only for consumer giants? In this episode of Cover Brand, Ethan Decker welcomes Perry Maughmer, an experienced Vistage chair, to break down the real-world impact of brand science for leaders of growing organizations. Discover why your first brand campaign should always be internal, how to translate your company’s core beliefs into concrete behaviors, and why even B2B businesses can’t overlook the power of clear, consistent branding. Perry and Ethan share stories, actionable strategies, and a few surprising insights—for example, why the kind of coffee you serve can reinforce your reputation, and how branded experiences go far beyond marketing materials.

If you're a business owner, team leader, or marketer wanting to reduce organizational friction, attract top talent, and fuel growth with more intentional branding, this episode is your roadmap to measurable results.

Main Topics Covered:

• Why branding is more than just a logo—how it's rooted in daily behaviors and internal culture
• The value of "brand science" and how data-driven insights shift branding from guesswork to ROI
• How small and midsize businesses (especially B2B) can leverage internal branding for growth
• The critical importance of internal alignment before launching any external marketing campaign
• Tangible ways to express your brand—from truck wraps to employee onboarding and company events
• How to connect your brand with both employees and customers for a cohesive reputation
• The overlooked ROI of consistent, intentional branding in hiring, retention, and client trust
• Practical steps for leaders to identify, clarify, and amplify their true brand

Vistage: Learn about peer advisory groups for business leaders

Listen to the Potential Leader Lab Podcast by Perry and explore his website.

Ready to turn your company’s DNA into a powerful growth tool? Start by clarifying your internal brand. Audit your current behaviors—what’s aligned, what needs work, and where are you missing out on simple ways to reinforce your reputation? If you need a sounding board, brands like yours can benefit tremendously from outside perspective—don’t hesitate to consult an expert and set your business up for measurable growth.

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.

If you’ve ever wondered how to differentiate your brand in a crowded (or even overlooked) market, this episode of Cover Brand is a must-listen. Ethan Decker sits down with Lili Siegelson, founder of Gelt+Glow, a bold new brand shaking up the Hanukkah gift-giving scene. Lili shares how spotting a gap in the market—lackluster Hanukkah wrapping paper—sparked her entrepreneurial journey, as well as the realities and rewards of launching a seasonal business.

Ethan offers actionable advice on how and when to market seasonal products, the importance of distribution and retailer partnerships, and why “being top-of-mind” trumps any elaborate customer relationship during the busy season. Whether you’re building a holiday-only product or want to understand the psychology behind why customers choose brands they simply know, this episode delivers tangible tips to help you stand out and boost your brand visibility when it matters most.

Main Topics Covered:

• The inspiration behind Gelt+Glow: Filling the Hanukkah gifting gap
• How to brand seasonal products with style, chutzpah, and relevance
• The importance of timing and focused marketing for seasonal brands
• Why distribution partnerships can be more impactful than year-round advertising
• The power of "mere familiarity": How brand awareness shapes customer choices
• Tactical steps for new entrepreneurs—from manufacturing to retailer outreach
• Navigating small markets with niche, high-impact products

Gelt and Glow - Shop Hanukkah Wrapping

Ready to make your brand breakthrough during the holiday rush? Don’t miss the actionable insights from Lili Siegelson’s journey with Gelt+Glow—perfect for entrepreneurs looking to make their mark in ANY seasonal market. For more branding wisdom and marketing tactics, listen now and equip yourself for standout success.

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 editing with human eyes, ears and hands. Produced by BiCurean.com

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

Are you a small business or startup fighting for visibility against big, established brands with deep pockets? In this inspiring episode of Cover Brand, host Ethan Decker sits down with branding pro T Strickland of Zocco Print and Promo to dig into three powerful strategies every challenger brand can use to win. T shares her journey from agency life to launching a family-run merch business, as she and Ethan explore how to amplify word-of-mouth, focus on micro-markets, and create memorable personal touches that set your brand apart—strategies big companies simply can't replicate. Whether you’re looking to boost your brand awareness or attract loyal customer advocates, this episode is packed with real talk and practical advice to help you punch above your weight and claim your own corner of the market. Perfect for entrepreneurs, small business owners, and anyone interested in effective grassroots marketing and authentic brand building.

Main Topics Covered:

• T’s journey from agency life to launching Zocco Print and Promo
• The “95-5 Rule”: Why most of your audience isn’t ready to buy—and how to stay top of mind anyway
• Becoming a big fish in a small pond: The power of niche and local focus
• Turning word-of-mouth into your most effective growth engine
• Serving a specific industry or community to accelerate referrals and reputation
• Delivering “unfair” personal touches that create brand loyalty and differentiation
• Using thank you gifts, personalized outreach, and attentive service to outshine the big players
• Examples of real small businesses making these strategies work

Zocco Print and Promo – Explore T’s print and promo offerings (for inspiration and services)

Ready to make your small brand the talk of your market? Start by narrowing your focus, building authentic relationships, and playing to your unique strengths. Try one of these “unfair” strategies to stand out in your industry. Then share your wins with us—let’s grow together!

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.

Are you struggling to set yourself apart in a world where fitting in feels like the safest bet? This episode of Cover Brand is your guide to breaking free from blandness and forging a personal brand that truly reflects who you are. Ethan Decker is joined by Anne Macomber, who shares her experience coaching students on how to lean into what makes them unique, even as they navigate the traditional expectations of the corporate world.

You’ll discover why “being more you” is your superpower, learn how to consciously shape your professional image, and get tips on committing fully to your personal “bit”—the traits and quirks that set you apart. Whether you’re a student, a young professional, or rethinking your brand at any stage of your career, this conversation will help you build a career (and a life) that feels authentic and exciting.

Listen now and start building a reputation that does the talking for you!

Main Topics Covered:

• The true definition of a personal brand: reputation, not just self-promotion
• Why authenticity is your greatest asset in career development
• The power of “spiky parts”—owning your unique combination of strengths
• Conscious branding: crafting your image while staying true to yourself
• Tips on balancing self-expression with professionalism
• The importance of audience: adapting your personal brand for different settings
• Actionable advice and exercises for discovering your brand (including the StandOut Assessment and feedback from friends)

Links to Additional Resources:

• Marcus Buckingham's StandOut Assessment
• StrengthsFinder by Gallup
• Applied Brand Science Blog

Ready to discover and commit to your bit? Start by identifying your unique strengths using a self-assessment tool or by asking close friends what makes you stand out. Remember: authenticity wins in the long run. Need support? Visit appliedbrandscience.com for more science-backed insights on branding!

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.

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 your brand values more than just words on a wall? In this episode of Cover Brand, host Ethan Decker sits down with expert Steve Morris to discuss the significance of brand values in cultivating an authentic business identity. Discover the techniques that Steve employs to guide clients toward defining and living their core values, turning abstract concepts into powerful, tangible actions. From hiring practices to recognizing employee achievements, learn how to weave your brand's core principles into every facet of your business. If you're striving to align your company's culture with its public image for greater impact, this episode is your roadmap.

Bullet Points of Main Topics:

• Introduction to Steve Morris and his work in branding
• The importance of defining core brand values
• Practical exercises for identifying and embodying brand values
• The concept and application of the ladder of abstraction
• Integrating values into hiring, reviews, and recognitions
• Real-world examples and stories from companies like Nike and Nordstrom
• Strategies for creating a consistent brand culture

Links to Additional Resources:

• Learn more about EOS:: EOS Worldwide

Elevate your brand's authenticity today. Consider how the ladder of abstraction and concrete examples can transform your abstract values into tangible behaviors. Engage your team in identifying stories and actions that embody your brand's essence, and redefine your business identity from the inside out.

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 editing with human eyes, ears and hands. Produced by BiCurean.com

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