Cover Brand

Are you struggling to make your brand stand out in today’s noisy digital landscape? Join Ethan Decker and guest Laura Diral as they dive into the art and science of brand salience—how to rise above the competition and capture attention, even if your product isn’t flashy. Laura shares firsthand experience managing social media for an IT company and her surprising inspiration from fashion brands. Ethan provides actionable tips for B2B marketers, including using entertainment, humanized content, and sticky creative ideas to create memorable campaigns. If you want to learn how to turn your social media and content strategy into a powerful vehicle for awareness and recall, this episode will inspire you to think differently—and start seeing results. Perfect for marketers, entrepreneurs, and anyone in need of a salience boost!Main Topics Covered:Why brand awareness and salience are essential for growthRethinking the traditional marketing funnel in the age of content overloadCreative approaches to stand out in B2B industriesBorrowing strategies from fashion and entertainment to make brands “sticky”The importance of consistency in branding elements (logo, color, character)Using opposites and humor as memorable campaign ideasBalancing relevance and memorability in marketing communicationsBuilding brand equity over timeLinks to Additional Resources:Geico’s Gecko Campaign – Example mentioned in the showMissoni Official Site – Fashion as inspirationReady to elevate your brand? Put these creative ideas into action to boost your brand’s salience and turn awareness into long-term success. Experiment with memorable content and consistent branding, and don’t be afraid to borrow from outside your industry. For more inspiration, visit appliedbrandscience.com and join our community of brand builders.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.

In the On Brand season finale, contestants pitch campaigns for Therabody, rebranding the percussive massage gun for a broader audience beyond athletes. The challenge: make it “edgy, fun, and for everyone.” The result: creative panic, moaning sound effects, and a few genuinely insightful lessons about audience, positioning, and tone.Ethan and Laura break down what this episode teaches about the messy intersection of art and science in branding—how clarity beats cleverness, how risk creates attention, and how even the best ideas can wobble when the brief (or the nerves) go sideways.Main Topics Covered:When “edgy” really means “please get attention without scaring us”How Theragun became Therabody—and why names matterWhat happens when contestants mix two good ideas into one messy pitchWhy funny ≠ effective (and how tone changes brand meaning)Sonic branding: why your tagline has to be heard, not just readThe tension between creative freedom and client controlWhy Bianca’s stress-relief concept worked—and what it teaches about universalityFinal thoughts on the On Brand season: what TV got right (and wrong) about marketingPremium Stickiness Award:“Stress Will Find a Way Out.”A clever, human truth—stress will find an outlet. It’s just better if it’s a massage gun, not your coworker’s laptop.Tune in for the finale episode of Cover Brand Covers On Brand, where Ethan and Laura mix brand science with a splash of reality TV chaos. Subscribe wherever you get your podcasts, and send your favorite campaign from the season to info@appliedbrandscience.com for a shot at some Applied Brand Science merch.Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com#TeamBianca #TeamRyan Hosted on Acast. See acast.com/privacy for more information.

Curious about how the world’s most buzzworthy trends explode overnight—or why your brand messaging sometimes falls flat? In this episode of Cover Brand, Evante Daniels joins host Ethan Decker for a thought-provoking exploration of brand science and the hidden forces driving success in today’s marketing landscape. Unpacking real-world examples—from Kelly Clarkson’s powerhouse covers to the seismic shifts in DEI and ESG—Evante reveals how intention, context, and even our nervous systems shape the popularity and effectiveness of brands.Whether you’re a marketer, business owner, or trend-watcher, you’ll learn how to go beyond “guesswork” by applying data-driven, neuroscience-backed strategies to your campaigns. Discover why understanding context is crucial, how cultural trends cascade through networks, and how to create unforgettable, human-centric brand experiences. Perfect for anyone ready to elevate their impact and harness the science behind what truly moves people.Main Topics:Why Kelly Clarkson’s cover of Billie Eilish’s “Happier Than Ever” goes viral—lessons in audience connection and vocal powerThe explosive rise (and retreat) of DEI and ESG in business: tracing cultural shifts through neuroscience and trend analysisInside Seeqer: Applying intelligence, quantum physics, and human factors to brand strategyHow context—not just content—determines which ideas and campaigns succeedThe power of nervous system entrainment: synchronizing experiences for supercharged brand engagementRedesigning events and ads with neuroscience—how “the vibe” trumps traditional messagingTactical tips: creating brand experiences that foster community, joy, and lasting influenceLinks to Additional Resources:Seeqer: Intelligence FirmEvante Daniels on LinkedInBlackRock ESG Integration StatementReady to transform your brand strategy with science, context, and that “it factor” that sparks real connection? Dive into this episode to learn how you can decode trends, leverage neuroscience, and build messaging that resonates—body and mind. Don’t miss Evante’s insider tips to make your brand unforgettable!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 do you do when your client wants a viral digital series—but actually just wants expensive commercials? This week, Ethan and Laura break down On Brand Episode 7, where KitchenAid challenges contestants to create a digital campaign for their new KitchenAid Go cordless appliances. The duo explores the brand science behind product positioning, the power (and peril) of iconic products, and why understanding your audience and occasion matters more than any brief.They dive into how brand storytelling can go wrong when clients confuse entertainment with advertising, how pressure stifles creativity, and what KitchenAid’s “No Cords Attached” challenge teaches marketers about staying grounded in audience truth.Main Topics Covered:The double-edged sword of iconic products like the KitchenAid stand mixerWhy “cordless” isn’t always the benefit you think it isThe difference between occasions and demographics when defining a marketHow to handle clients who ask for what they don’t actually wantThe danger of confusing brand storytelling with product placementWhy psychological safety beats panic for creative performanceThe art of winning over clients (without “pushing back”)When good ideas die because the client or culture isn’t readyWhat Jennifer Garner taught us about brand fluency and the value of a good spokespersonPremium Stickiness Award: “Unplugged and Unleashed.”It wasn’t the perfect pitch, but it nailed the insight: freedom is the fantasy. Even when your product’s power source changes, your story still has to plug into something human.Tune in for a lesson in brand briefs, client psychology, and the fine line between “digital series” and “expensive ads.” Subscribe to Cover Brand wherever you get your podcasts, and follow this special On Brand mini-series as Ethan and Laura decode the weird, wild world of reality TV marketing.Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com#TeamBianca #TeamPyper Hosted on Acast. See acast.com/privacy for more information.

Ready to turn your creative skills into a thriving business? In this episode of Cover Brand, host Ethan Decker chats with multi-talented musician and vocal coach Amy Biondo about personal branding, crafting a unique market position, and strategies that make your service irresistible to high-end clients.Discover why selling an experience is more powerful than selling a product, how to identify and own your perfect "occasion," and what you can borrow from the world’s luxury brands—even if you’re a small-scale performer, service provider, or entrepreneur. Amy reveals the branding challenges and wins from her own career (including a clever approach to set apart her duo), while Ethan digs deep into marketing psychology, tiered positioning, and creating word-of-mouth magic. Whether you’re a musician, creative, or freelancer, you’ll walk away with practical steps to help you become the go-to name in your niche.Main Topics CoveredKeys to crafting an irresistible personal or business brand“Vibe marketing” and selling experiences – not just servicesDeciding on a niche and using “occasion-based” marketingBranding lessons from luxury brands and high-end hospitalityCreating client-focused messaging to spark imagination and bookingsNaming, logos, and promotional strategies that stickBuilding word-of-mouth and making it easy for fans to share your storyLinks to Additional ResourcesCoverBrand Covers – Official Spotify Playlist (For all cover songs mentioned on the podcast)Amy Biondo’s Website & MusicInspired to elevate your brand? Start by mapping out the key occasions or experiences that make your work unique, then identify what high-end brands are doing and “steal their playbook.” Step into your premium positioning, create a simple and powerful handout, and ask your happiest clients to spread the word. 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 happens when you’re tasked with “making the Doughboy relevant again”? In this episode, Ethan and Laura unpack the Pillsbury challenge from On Brand, where contestants must introduce the classic mascot to a “new generation of bakers.” The duo dives deep into the science of brand mascots—what makes them memorable, how they evolve, and why some (like the Duolingo Owl) thrive by going full chaos while others play it too safe.They also explore how brand characters work as mental shortcuts in consumer brains, why over-sanitizing your mascot kills storytelling, and what happens when a brief asks for “everything, everywhere, all at once.”Main Topics Covered:The brand science of mascots: consistency, storytelling, and emotional cuesWhy old mascots can (and should) appeal to young audiencesThe risk and reward of killing—or reviving—your mascot (RIP Mr. Peanut)The importance of giving characters character—conflict, flaws, and stakesDuolingo Owl vs. Doughboy: chaos vs. comfortWhen briefs go rogue: the danger of asking for a “small activation” that’s secretly a global campaignThe perils of bad focus groups and why marketers shouldn’t count votes in a room of 10“New generation of bakers”—what that really means (and doesn’t)How “There’s Dough Place Like Home” rebrands nostalgia for modern audiencesPremium Stickiness Award: “There’s Dough Place Like Home.”Simple, nostalgic, and just clever enough to work. It’s not reinvention—it’s reinforcement. Proof that even 60-year-old mascots can stick if you give them a little story and a lot of heart.Tune in for a deep dive into brand mascots, modern marketing myths, and the fine art of keeping your brand fresh without throwing out what makes it lovable. Subscribe to Cover Brand wherever you get your podcasts—and keep following our On Brand mini-series for more reality TV, real lessons, and just the right amount of brand nerdiness.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.

Is showing your brand’s “behind the scenes” essential to business success—or just a passing trend? On this episode of Cover Brand, host Ethan Decker sits down with Bishop Fox’s Michele Blazier and Arissa Kirkland for a lively discussion at the crossroads of authenticity, professionalism, and marketing effectiveness. They dive into real-world examples, from Taylor Swift’s unfiltered album documentaries to the disciplined polish of iconic brands like Nike and Prada.If you’re wondering whether your company should pull back the curtain and get real with your audience, you’ll gain actionable insight on what works (and what doesn’t!) for B2B and B2C brands alike. This episode will help you determine when to leverage raw, human storytelling versus when to maintain a refined, polished image—plus how to test what feels right for your customers. Tune in to learn how to make your brand both memorable and trustworthy.Main Topics CoveredThe pros and cons of behind-the-scenes content for brandsAuthenticity vs. professionalism: Striking the right balanceAre “unfiltered” moments a must-have or a marketing lever?Real-world brand case studies: Taylor Swift, Nike, Salesforce, Prada, FentyHow to decide if less-polished content fits your brand and audienceThe importance of getting feedback and testing new content formatsThe role of consistency and authenticity in brand marketingKey marketing “laws” and “levers” to help your business growLinks to Additional ResourcesBishop FoxTaylor Swift – Folklore DocumentaryNike’s 2023 Super Bowl AdSalesforce BrandingReady to level up your brand strategy? Try experimenting with authentic, behind-the-scenes content—and measure your audience’s response. Think about where your brand sits on the spectrum between raw storytelling and polished professionalism, then test what resonates. Want expert help? Head over to appliedbrandscience.com to dive deeper into proven brand science principles!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.

In this week’s On Brand breakdown, Captain Morgan’s marketing team throws down one of the toughest challenges yet: make a Super Bowl campaign that will go viral nearly a year in advance. Ethan and Laura dive into why this kind of brief sets creatives up for chaos, and how understanding your audience—what they drink, where they watch, and how they connect—makes all the difference.They also break down brand science lessons around distinctiveness, consistency, and creative stretch:Why Captain Morgan’s mustache might not be as iconic as they think (but could be)How viral marketing myths still haunt brand teamsThe psychology of “big ideas” that expand across channels and cultureAnd what makes a campaign truly sticky—not just loud.Main Topics Covered:Why “make it viral” is a creative nightmareHow research (or lack of it) shapes good briefsThe reality of Gen Z drinking habits and media behaviorUnderstanding brand assets: what’s truly distinctive vs. what’s wishful thinkingHow the best ideas grow “legs” and evolve across touchpointsLessons from Captain Morgan, Diageo, and KFC on risk, timing, and creativityPremium Stickiness Award: “Captain… Morgan.”A simple, shoutable call-and-response that anyone can play—fun, familiar, and flexible. Sometimes the stickiest ideas are the ones you already know how to do.Listen for a crash course in briefs, branding, and the beautiful disaster of trying to go viral on purpose. Subscribe to Cover Brand wherever you get your podcasts, and keep following the On Brand mini-series as we turn marketing chaos into brand science clarity.Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com#TeamFreeze #TeamMustache Hosted on Acast. See acast.com/privacy for more information.

Vanity metrics like follower counts and impressions might make your digital dashboards sizzle, but do they actually move your brand forward? In this episode of Cover Brand, host Ethan Decker and guest Crys Kelly dive deep into the challenges marketers face when clients get fixated on the wrong data. Learn how to distinguish between “traps” (easy but useless metrics) and “treasures” (harder-to-measure, game-changing insights). Discover Ethan’s psychologically savvy “Data Grid” framework, proven tactics for gently persuading stakeholders, and creative ways to make the shift stick. Whether you’re a brand manager, marketer, or agency partner, this episode will help you cut through the noise and champion data that truly makes a difference.Main Topics Covered:Brian Justin Crumb’s cover of Alanis Morissette’s “Uninvited” and what makes musical crossovers magicalCrys Kelly’s experience connecting brand data and strategy in the agency worldWhy brands often chase vanity metrics—and the pitfalls of focusing on impressions or follower countsThe “Data Grid” framework: Tools, Treasures, Traps, and TeasesHow to persuade clients and colleagues to value meaningful metrics over vanity statsPsychological approaches and playful tactics (like the “Fabio of Metrics”) to reframe conversations around dataThe power of relatable brand role models in shifting KPI focusAdvice for agency and brand teams to align on what really mattersLinks to Additional Resources:Who Gives a Crap – The Brand Mentioned in This EpisodeRead more about Stephen Covey’s 2x2 MatrixRory Sutherland on Behavioral Science in MarketingCover Brand Playlist on SpotifyTraps & Treasures Matrix Ready to move your brand (or your clients) beyond vanity metrics and into growth that matters? Listen in for practical frameworks and real-world examples you can start using today! Want a copy of Ethan’s Data Grid? Go to appliedbrandscience.com for resources, visuals, and tools to guide your strategy meetings.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 happens when Sonic asks for a year-round beverage that could go viral and sell a million units? You get an episode filled with cold brew, crackable cups, cowboy hats, and a surprising amount of brand science.Ethan and Laura dissect the Sonic brief — part innovation challenge, part chaos generator — and explore what it teaches us about balancing creativity with scalability. They dive into why some “big ideas” break in the real world, how brand repetition beats originality, and why operational limits can be the secret ingredient in a good campaign.Main Topics Covered:The Sonic brief: product innovation meets brand storytellingWhy “make it viral” is the marketing equivalent of “just add sparkle”The danger of overcomplicating great ideas (a.k.a. bacon bits in drinks)Pickles, cold brew, and the weird logic of summer campaignsWhen a brilliant idea dies in the drive-thru — operational feasibility 101The Apple paradox: execution > inventionFast followers, slow thinkers — how copying can still winHow research beats panic: the Bianca vs. Sabrina face-offWhat Sonic teaches us about frequency, traffic, and repeat customersWhy “footfall” is the secret KPI most marketers forgetPremium Stickiness Award:The Bourbon Caramel Cold Brew.Fun to say, easy to remember, and nearly impossible not to hum. A little country, a little caffeine — the perfect mix of catchy and caffeinated.From jingles to Java, this episode is a crash course in turning “viral dreams” into viable brand ideas. Tune in to Cover Brand wherever you get your podcasts, and keep following our On Brand mini-series for more lessons from the wild world where reality TV meets real marketing.Think of this as brand strategy with a side of reality TV popcorn. Subscribe to Cover Brand for this special On Brand series, and share it with your marketing friends who secretly binge reality TV “for research.”Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com#TeamBianca #TeamMahiri #TeamRyan #OnBrand Hosted on Acast. See acast.com/privacy for more information.

Launching a new brand can feel overwhelming—but what if you're bringing an entirely new product to a crowded market? This episode of Cover Brand dives into the branding and positioning challenges faced by Joel Grabois, a media expert and founder of Blue Onion Media, as he launches Sweet Stack Media: the industry’s first AI-enhanced media planning toolkit.Alongside stories of his journey from musician to media maven, Joel shares the thinking behind using memorable, category-breaking branding (think pancakes, not pixels!) and discusses why connecting your brand with customer needs trumps talking about features.Host Ethan Decker delivers expert guidance on market segmentation, the “jobs to be done” framework, positioning strategy, and how to harness metaphors to make your brand instantly sticky and irresistible. If you’re wrestling with how to launch, differentiate, or explain a new offering—or just want to be inspired by creative brand thinking—this episode is your launchpad to brand brilliance.Tune in to learn how to:Cut through the noise with distinctive, memorable brand identitiesPosition your product using audience needs—not just featuresApply the “job to be done” approach for sharper brand strategyUse metaphors and context to make your value instantly clearNavigate branding challenges for AI, SaaS, and service brandsLearn from real-world examples and expert adviceMain Topics:The story behind launching Sweet Stack Media, an AI-driven media planning toolThe importance of category-breaking branding in a crowded marketplaceHow to position new products: Segmentation, needs, and “jobs to be done”Messaging that focuses on customer benefits—beyond just featuresMaking your brand memorable through metaphor, context, and creativityBuilding flexible agencies for the evolving landscape of marketing teamsReal-world challenges in introducing AI-powered services to SMBsThe role of creativity (and even music) in strategic brandingLinks to Additional Resources:Blue Onion MediaApril Dunford on PositioningJobs to be Done TheoryReady to build a brand that stands out and speaks directly to your audience’s needs? Apply the strategies shared in this episode—think outside your category, go beyond features, and frame your solution in a way your ideal client instantly understands. Check out the resources above and share your biggest branding challenge with us on social media!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.

We’re back with another special edition of Cover Brand Covers On Brand—where Ethan Decker and co-host Laura Dodds break down Jimmy Fallon’s reality-meets-marketing series On Brand. This week’s client? Marshalls, the off-price retailer trying to convince America that discount shopping can still feel designer.Together, Ethan and Laura unpack the creative chaos behind the Marshalls challenge: how do you sell “premium” without losing your value vibe? From GlamBots to pop-up closets, they explore what makes an activation actually on-brand, why some ideas shine on the runway but flop on the street, and how to balance creativity with client comfort zones.This Week;In this week’s On Brand breakdown, Ethan and Laura dive into Episode 3—where contestants pitch a “premium fashion” campaign for Marshalls. The brief? Showcase value and style, with a live Manhattan activation and digital billboard to match.The conversation covers why most discount brands look—and sound—the same, what happens when agencies chase cleverness over clarity, and how subtle cues (like lighting, color, and composition) can make a campaign click. Ethan drops some brand science along the way, explaining why availability often beats originality, why you don’t actually need a tagline, and how small differences (like a blue carpet vs. a glam cam) can shape perception in a big way.Main Topics Covered:The Marshalls brief: premium feel vs. value priceWhy similar brands (TJ Maxx, Ross, Burlington) blur together—and how to stand outThe real reason McDonald’s wins (hint: it’s not the burgers)Taglines: nice-to-have lever, not a lawHow customers really choose brands (spoiler: open hours > brand values)Mahari’s “Discover Your Style Closet” vs. Lauren’s “Spotlight Ready” GlamBotWhy simple photography beat flashy techThe psychology of risk-taking brands—and why Marshalls plays it safeWhen to explore, when to exploit (and why both matter for creative testing)Laura’s “Clueless Closet” activation—proof that 90s nostalgia never diesPremium Stickiness Award:Ryan’s “Lahmars” Boutique.A gutsy (and slightly dangerous) stunt that flipped perception: same clothes, different price, totally different value signal. Risky? Yes. Memorable? Also yes.Tune in for brand science, fashion drama, and a few dad jokes from the discount aisle. Subscribe to Cover Brand wherever you pod, and keep following this special On Brand mini-series as we decode what reality TV can teach us about real-world branding.Think of this as brand strategy with a side of reality TV popcorn. Subscribe to Cover Brand for this special On Brand series, and share it with your marketing friends who secretly binge reality TV “for research.”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.

Have you ever wondered how to position your business as the “Fred Segal” of your industry and attract clients who truly value what you offer? In this episode of Cover Brand, Ethan Decker and Julianna Strickland of Space Camp Organizing pull back the curtain on branding strategies for premium services.Julianna reveals how she differentiated her home organization business in a saturated, often misunderstood market and turned quirky branding (and even legal run-ins) into a magnetic advantage. Learn proven tactics for qualifying leads, building strategic partnerships, and using “brand body language” to attract the right clients—and repel the wrong ones.Whether you’re a founder, service provider, or marketer, this candid conversation is packed with actionable advice that will help you elevate your brand and build sustainable demand.Main Topics Covered:The power of a unique brand name and memorable merchHow to handle competition in a booming industryCommunicating your value to price-sensitive clientsBuilding referral relationships with top-tier designersUsing “brand neighborhood” exercises to position your businessWhy experiential branding trumps cheap tactics (and how social proof wins)Strategies for attracting and qualifying high-value leadsMaking your service offering irresistible—even with premium pricingLinks to Additional Resources:Space Camp Organizing — Julianna Strickland’s companyApplied Brand Science — Discover more on building science-backed brandingFred Segal — Inspiration for premium boutique brandingReady to level up your service business and attract clients who value what you do? Start by building strategic partnerships, refining your branding, and embracing your unique quirks. Take Julianna’s advice—nurture those high-value referral sources and don’t be afraid to position yourself in premium brand neighborhoods!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.

In this week’s episode of On Brand, Southwest Airlines asks contestants to pitch a campaign for their “extra legroom” rollout — and the results are equal parts wild, weird, and wonderfully teachable. Ethan and Laura analyze the pitches, debate what actually makes a good brief, and dig into brand science lessons on clarity, differentiation, and human psychology.You’ll hear why subtle differences in messaging can make or break a campaign, why clever isn’t always smart, and how “don’t make people think” applies as much to marketing as it does to airplane seating.Main Topics Covered:The power (and peril) of reading a creative brief correctly“Blue Ocean Strategy” and how Southwest built differentiation that lasted decadesWhen being clever crosses into “toilet paper math” territoryHow minor tweaks (a color, a line, a word) create major impactWhy Bianca’s “Take Up Space” campaign had heart — but drifted into orbitWhat it means for a campaign to truly have “legs” (pun absolutely intended)How the best ideas expand into airports, ads, and culture — not just PowerPoint slidesLessons from “Forget the Unexpected”: why humans love certainty and hate surprises🏆 Premium Stickiness Award:“Take Up Space.”Bold, human, and on-brand for a company built around heart. It wasn’t just about legroom — it was about belonging, confidence, and making room for people as they are. Sticky in spirit, even if it didn’t win on TV.Tune in for brand science, creative chaos, and the occasional dad joke (because Ethan). Subscribe to Cover Brand wherever you get your podcasts, and keep following this special On Brand mini-series for more reality-TV-meets-real-marketing lessons. Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com#TeamBianca #TeamMahiri #TeamRyan #OnBrand Hosted on Acast. See acast.com/privacy for more information.

Is your brand feeling a little stale or corporate—and you’re not sure if you should lean into a quirky mascot or a more human-focused approach? In this episode of Cover Brand, Ethan Decker welcomes Michele Blazier from Bishop Fox to break down the art and science of refreshing your brand. Together, they explore engaging marketing tactics and debate the merits of mascots versus human-centric branding. You’ll discover why character (not just “characters”) is essential, hear lessons from iconic mascots like the Geico Gecko and Duolingo Owl, and get proven tips on testing new branding ideas with clients. Tune in for lively examples, strategic guidance, and inspiration for your company’s next creative leap. If you want your brand to connect, stand out, and actually mean something to your audience, this episode is a must-listen.Main Topics Covered:The debate: Mascot branding vs. human-centric brandingAvoiding stale, corporate vibes in B2B marketingInjecting authentic character into your brand (not just using “a character”)Iconic mascot examples (Geico Gecko, Aflac Duck, Michelin Man, Duolingo Owl, Pixar’s Wall-E)How to authentically leverage street art, Easter eggs, and playful brandingWhy testing and feedback are critical for successful rebrandsStaying true to your company culture while evolving your visual identityLinks to Additional Resources:Bishop Fox – Offensive Security ExpertsPixar’s Wall-E Character AnalysisDuolingo Mascot StorySalesforce Astro CharacterReady to energize your brand? Listen to this episode for actionable insights that balance personality with professionalism—and start testing new ideas that break through the noise. Embrace experimentation, stay true to your brand DNA, and don’t be afraid to let your character shine.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 happens when Jimmy Fallon and Bozoma Saint John host a reality show about branding? Chaos, Dunkin’ coffee, and surprisingly useful lessons for marketers. In this special Cover Brand series, Ethan and Laura dissect each episode of on brand. to separate TV drama from actual brand science.This week, we meet the cast, the judges, and the first brand challenge: convincing America that Dunkin’ sells breakfast, not just donuts. From “breakfast for doers” lunch pails to decision-fatigue-fighting “breakfast handled,” we examine why some ideas worked, why others tanked, and what marketers can learn from watching a game show disguised as a brand sprint.Main Topics Covered:Why “loud” ≠ “smart” in brand strategy (sorry, Jimmy)The cast of On Brand: marketing pros, professors, and a honky-tonk MC turned brand guruDunkin’s surprisingly solid creative brief (rare unicorn alert)Why similar campaign ideas crop up all the time—and why that’s not a problemThe winning ideas: “Breakfast for Doers” vs. “Breakfast Handl’d”Merch matters: why a lunch pail might actually be smarter than a Magic 8-ballThe sticky phrase of the week: “Handl’d.”Links to Additional Resources:Watch on brand. with Jimmy Fallon on NBC/Peacock - https://www.nbc.com/on-brand-with-jimmy-fallonLearn more about Dunkin’s brand history - https://news.dunkindonuts.com/blog/dunkin-donuts-then-and-nowThink of this as brand strategy with a side of reality TV popcorn. Subscribe to Cover Brand for this special On Brand series, and share it with your marketing friends who secretly binge reality TV “for research.”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.

How can your brand stay authentic when AI is generating your content? In this engaging episode of Cover Brand, Ethan Decker sits down with Carl Roose—founder of MindTeam AI—to talk about bridging the gap between cutting-edge technology and lasting brand identity. Using real-world examples, witty banter, and deep insights from both biology and branding, they discuss how brands (from local garages to global icons) can uphold their reputation, avoid pitfalls, and connect meaningfully with audiences—even as AI becomes the backbone of digital marketing.Listeners will leave with a more nuanced understanding of authenticity as a social construct, actionable tips on leveraging AI for their marketing without losing their brand’s soul, and a big-picture view of how brand trust is established (and sometimes broken) in today's digital world. If you want your business to stand out and resonate, this episode delivers the science, strategy, and stories you need.Main Topics Covered:The meaning and evolution of authenticity in brandingHow AI is transforming brand communication and marketing workflowsThe challenges (and myths) of maintaining an "authentic voice" with AI-generated contentThe social science behind brand trust and reputationReal-world cases: from mixtapes to Tommy Hilfiger and Dove’s “Campaign for Real Beauty”Why being “too polished” isn’t necessarily inauthentic—and when it helpsPractical advice for small businesses and consultants using AI in their marketingThe paradox of authenticity: how it’s conferred and why it’s never just self-proclaimedLinks to Additional Resources:MindTeam AI (Carl Roose’s consultancy)Ethan Decker TED Talk: “We're All in Marketing: What Evolution Tells Us About Advertising"Dove’s Campaign for Real BeautyEnjoyed this episode? Take your brand to the next level by reflecting on how your business presents itself—online and offline. Test your messaging for “social authenticity” and explore how AI can sharpen, rather than dilute, your unique voice. Got questions, or want to share your brand’s transformation? Reach out to Cover Brand for more strategies and stories.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 struggling to communicate the unique value of a ground-breaking B2B product? In this episode of Cover Brand, Ethan Decker speaks with Billy Otteman from Scythe Robotics—a company redefining commercial landscaping with fully autonomous, all-electric mowers. Hear how Billy faces the classic innovation challenge: how do you convince a skeptical market to see value beyond the price tag? Learn about the power of simple, sticky brand cues (think “car door thunk” or lawn stripes), using emotional and cognitive shortcuts to drive decision-making, and creative demo ideas that can turn feature overload into customer delight. Whether you’re in tech, product marketing, or B2B sales, you’ll walk away with actionable lessons to simplify your message, nail ROI in seconds, and inspire your audience to come on the journey.If you want to sell shockingly new ideas, command attention in tough markets, or simply master the art (and science) of branding, this episode is for you.Main Topics Covered:The branding and sales challenges of disruptive innovationHow Scythe Robotics is changing commercial landscaping with autonomous mowersThe role of classic branding cues (like perfectly straight lawn stripes) as shortcuts to perceived qualityWhy most buyers crave easy mental shortcuts—and how to deliver themTurning technical features and ROI into emotionally resonant soundbitesLessons from Beyoncé, Dolly Parton, and Volvo’s legendary “epic split” adPractical tips for B2B storytelling and creative product demosLinks to Additional Resources:Scythe RoboticsVolvo Trucks "Epic Split" AdReady to make your brand’s value unmistakable—even when you’re changing the game? Take a page from Scythe Robotics and start leaning into the shortcuts that signal quality. Simplify your value prop, craft a sticky ROI message, and don’t forget to put some showmanship in your demos! Want help applying these strategies to your business? Visit appliedbrandscience.com for more insights and tools.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.

Ever feel lost in a sea of marketing jargon? In this episode of Cover Brand, Ethan Decker and special guest Guillermo Saenz take the complexity out of branding and make it accessible for everyone, especially self-starters, side-hustlers, and entrepreneurs in underserved communities.Drawing on Guillermo’s experience teaching small business owners at Mi Casa Resource Center and Ethan’s deep background in brand strategy, they discuss how reputation, memorable “handles,” and even simple business cards can make or break your business. Discover why you don’t need a fancy logo to start, how pricing signals value (not just cost!), and how to make branding work for YOU—even if you don’t speak the “MBA” language. If you want practical marketing strategies rooted in real science, this episode is your playbook for growing confidence and standing out.Listen in to empower yourself with brand strategies that make a difference—no matter your starting point.Main Topics Covered:The real meaning and importance of "brand reputation" for small businessesBreaking down marketing jargon into relatable language and toolsHow to create a memorable handle, mascot, or symbol for your business—even on a shoestring budgetWhy you don’t need a perfect logo to start building your brandThe science behind pricing: how it shapes perception and valueOvercoming imposter syndrome and building confidence as an entrepreneurActionable branding tips for kitchen table and backyard businessesBusiness cards and packaging: small touches that create big impactPsychological barriers (like price fears) and how to conquer themLinks to Additional Resources:Mi Casa Resource CenterDuolingo’s Branding Case StudyTito’s Handmade Vodka Brand StoryYeti’s Pricing StrategyBranding Basics: What is a Unique Value Proposition?Ready to take the next step in your business journey? Start simple—define what you want your reputation to be, think about a memorable handle, and remember: people remember how you make them feel, not just what you sell. Don’t obsess over perfection. Get your business “out there” and let people know who you are and what you stand for.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 figure out whether it’s time to refresh your brand—or go all-in on a full rebrand? In this episode of Cover Brand, host Ethan Decker chats with Arissa Kirkland, AVP of Marketing at Bishop Fox, about the real-world triggers that should drive your branding decisions. Arissa shares how Bishop Fox evolved from the ambiguous “Stack & Lou” to an edgy, human-focused brand, and why internal vision and external market research are essential in making the right call. You'll discover the pitfalls of changing too much too fast (hello, Tropicana disaster!), the importance of aligning internal culture with external perception, and actionable tactics for balancing your “Big B” (reputation) and “Little B” (visual identity). This episode is a must-listen for entrepreneurs, marketers, and business leaders looking for practical branding strategies that drive growth and build lasting connection.Tune in if you want to—Avoid costly branding mistakesConfidently decide when and how to refresh your brandLearn how to conduct meaningful brand surveys for real insightsFuture-proof your brand while staying authenticMain Topics Covered:How to know when it’s time for a rebrand or a brand refreshLessons from famous rebranding failures and smart refreshes (Tropicana vs. Eggo)The difference between Big B (reputation, company culture) and Little B (logos, colors, visuals)The role of internal vision versus external market feedback in guiding branding changesActionable advice for running impactful brand research and surveysHow to smartly evolve your brand without losing customers or confusing your marketReal-life rebranding stories from Bishop Fox (including the origin of their unique name)Links to Additional Resources:Bishop Fox – Discover more about Arissa’s companySneakers (1992) - Marty Bishop referenceHow Tropicana’s Rebrand Failed (Fast Company)Ready to take your brand to the next level? Conduct a quick internal review of your brand’s vision, then reach out to your top customers and prospects for honest feedback. A fresh perspective could reveal critical opportunities for growth—or signal it’s time for your own brand refresh! And if you’re not sure where to start, revisit this episode for actionable tips and real-world inspiration.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.