Brain Driven Brands

Marketers love to argue about tactics: structures, caps, creatives, bids, funnels. But the data from this year paints a different picture: every winning campaign in 2026 will be powered by the same three forces… and almost nobody is preparing for them. In this episode, we pull together the most revealing moments from the show; the ones where emotions spike, buying behavior becomes predictable, and the old rules of persuasion fall apart. You'll hear how valence and intensity shape conversions, why WHEN someone sees an ad matters more than WHO they are, and how abstract language can increase willingness-to-pay by 35% without changing the product. If you want your 2026 campaigns to scale instead of stall, these are the forces you need to master emotion, timing, and framing. Everything else is noise. Sarah Makes Nate Cry Episode: https://open.spotify.com/episode/2cVZ3nIE8YUMAlO6Qm0NFN?si=8_gGsWQbR4i7cDvMBfID6A Get People to Pay 35% More Episode: https://open.spotify.com/episode/5iBY6204hJvT69ejFS3MeI?si=HHKyRErhTkuvPU11fCuQhQ Marketers...Think About WHEN Episode: https://open.spotify.com/episode/5yTuYTNUDsGS3obpsiCOr2?si=EY9qh43JRNa3q6BjQ6Kx7g 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

In this episode, we dig up the wild (but true) story of Borax — yes, Borax — and how a forgotten cleaning brand quietly rewired consumer psychology long before Meta ads, hooks, or CTR dashboards existed. What they did was shockingly simple: they stopped selling "soap vs. better soap," and started selling a system their product could sell itself in… while naming an enemy you couldn't see but desperately wanted to defeat. This one hits everything marketers secretly crave: • How to pick a real psychological villain (not your competitor) • Why "incomplete solutions" convert better than "new solutions" • The hidden power of systems-based marketing • How this translates directly to watches, wellness, supplements, luxury, and your brand right now By the end, you'll rethink your product, your positioning, and maybe your entire funnel. The Orange is a Lie Episode: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000702690496 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

On this episode of Brain Driven Brands, Sarah and Nate dig into what actually helps most during BFCM week: simplifying your work, limiting decisions, touching grass (literally), planning something fun, rewarding yourself for non-revenue wins, and keeping alcohol out of the mix until the storm passes. It's the conversation everyone in DTC needs during the wildest season of the year and the reminder that none of us are doing this alone. 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

This week on Brain Driven Brands, Sarah and Nate crack open 25 Core Identity Maps (CIMs) collected across nearly every category — supplements, apparel, home goods, tech, sleep, skincare — and uncover the five global consumer behaviors defining 2026. These aren't the usual "people want convenience and trust" surface takes. They're weird, psychologically sideways, deeply human patterns emerging across thousands of responses… the kind of stuff your attribution dashboard will never show you. Inside the episode, they break down: Why customers want the feeling of improvement, not the reality of change Why up to 70% of buyers choose identity alignment over product performance Why emotional safety now beats price, logic, or urgency How shoppers are making decisions through emotional math, not rational math And the wildest finding: customers are humanizing objects that reduce stress—naming them, personifying them, treating them like sidekicks Along the way, Nate confesses the uncomfortable self-truth the research exposed in his buying habits, Sarah explains why most marketing overestimates aspiration and underestimates avoidance, and both of them dig into why belonging is quietly becoming the dominant motivator in nearly every market. If you want to understand how real people actually think before they buy — not how marketers wish they thought — this episode is a masterclass in modern consumer psychology wrapped in friendly self-roasting. Perfect for founders, operators, and anyone who suspects their customers are running way deeper scripts under the surface than their spreadsheet can explain. Plus: A live breakdown of how brands should adapt their messaging sequencing to match these psychological shifts — and why one wrong emotional signal can kick you out of a buyer's world instantly. 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

Some myths haunt the ad industry like immortal raccoons rifling through the garbage. In this episode, Sarah and Nate crack open a tweet that asked a simple question: "What's the dumbest take you've heard about running ads?" Turns out…people had thoughts. They wade through the greatest hits — "never turn off an ad," "you gotta season the pixel," "ads hurt organic," "just follow Andromeda best practices," "DR can't build brand," "scale winners 15% a day," — and then get into the deeper psychology behind why these ideas still survive in 2026. Along the way, they break down: Why founders often accidentally sabotage good ads Why Meta's "best practices" contradict themselves weekly The dark truth about greedy scaling Why employee-led ads outperform founder-led mythmaking The sneaky identity traps that make bad takes so seductive It's equal parts catharsis, strategy, and industry group therapy. By the end, you'll understand not just what the worst takes are… but why people cling to them — and what smart operators are doing instead. Perfect for anyone who loves ads, hates nonsense, and wants their marketing to be grounded in actual sanity. 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

  When a PepsiCo-trained behavioral scientist crashes the studio, things get weird…and wildly useful. In this episode, Will Leach walks us through the emotional math behind why customers buy, why brands plateau, and why most marketers have their goals entirely backward.  We dig into why value ≠ "saving money," how DiGiorno tricked America by anchoring against delivery pizza, why buyers change personalities between Monday and Friday, and the surprising reason your brand matters way less than you think. Come for the spicy takes on Coke vs Pepsi, stay for the "Batman vs Utility Belt" analogy that will permanently change how you write ads. If you've ever wondered why your logical pitches flop, why people buy cowboy hats during burnout, or how to outmaneuver giants without outspending them — this episode is a masterclass in real human behavior, not the stuff your personas pretend. 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Most marketers are using AI to replace their thinking instead of sharpen it—and it's showing. In this episode, Sarah and Chase break down why lazy prompting is the reason your creative feels stale, your tests flop, and your "winners" die in two weeks. They'll walk you through 50 wild "what if" experiments that flip marketing psychology upside down and show you how to use AI as a thinking partner, not a content mill. Here's a taste: 🤯 What if checkout pages showed how long you've wanted that product—and how long you'll regret not buying it? 💡 What if loyalty programs rewarded you for not buying something outside your goals? 🧠 What if your product photos had to include one realistic flaw—on purpose? 🧍‍♀️ What if brands made you "prove" you're worthy of a discount? It's a crash course in using AI to break your own biases, surface hidden insights, and create ideas that actually stick. Listen if: you're tired of cookie-cutter AI advice and want to see how behavior science meets chaos in the best possible way. (By the end, you'll never ask ChatGPT to "write me 10 headlines" again.) What If List: https://docs.google.com/document/d/1Do2K506-V6TrXBK43gLrLGGunjeYL3uicNZXJ0Jh7Wg/edit?usp=sharing 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

Sarah and Nate dive into one of marketing's strangest scientific findings: launching [secret product] can make your brand 20% cooler. So which product is it? No hints on this one…you'll just have to listen and find out! Source: https://app.sciencesays.com/p/crazy-mini-products-make-your-brand-cool 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

2025 was a weird year for marketers..an avalanche of AI hype, output obsession, and soulless creative cycles. In this episode, Sarah and Nate dissect the biggest missteps brands made this year and what needs to change before 2026 hits.  From mistaking outputs for outcomes to realizing AI isn't ready to think for us, they break down why "volume" culture is killing creativity and how to rebuild your strategy around clarity, authenticity, and actual human intelligence. Expect hard truths, some laughter about naming cows "Ribeye," and a challenge to run your own "What Could Go Wrong?" meeting before the new year. It's a roadmap for smarter, saner marketing in 2026…no AI attitude required. 👉 Join the community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

Ever seen an ad so bizarre you couldn't look away? A woman eating a boiled egg for 90 seconds. A cigarette brand that never showed the cigarette. A $40M Burger King campaign about a guy named Herb who'd never eaten there. In this episode, Nate and Sarah play Two Truths and a Lie: 1980s Ad Edition and then break down why the strangest, most nonsensical ads of the decade actually worked. We'll talk about: 🧠 Semantic Closure — why your brain can't stand an open loop. 🧩 Processing Fluency — how confusion turns into curiosity. 💀 Fear vs. Wonder — and why one still sells better than the other. 🎭 The Burger King campaign that cost $40M (and flopped for all the right reasons). It's a crash course in how to make people think about you later — even if your ad makes zero logical sense in the moment. If you've ever wondered why your "clever" creative underperforms, 👉 Learn more how to become a psychology-based performance marketer: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

In this Brain Driven Brands episode, Nate and I unpack a wild little study that found ads can be 30% more effective depending on where your model's eyes are looking. Turns out, the difference between "I trust this brand with my organs" and "why is she looking at me like that?" comes down to whether your product is utilitarian or hedonic (fancy words for "practical" vs "fun"). We break down why eye contact builds trust for supplements and skincare—but looking away sells fashion and for-funsies products. TL;DR: Your model's gaze might be the cheapest conversion hack you've never tested. 👉 Learn more how to become a psychology-based performance marketer: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

On this episode of Brain Driven Brands, Sarah's bad haircut spirals into a four-week behavioral case study—and an accidental masterclass in consumer psychology. From identity triggers ("am I that kind of person?") to timing misfires and disqualifying sales moments, this story exposes how every brand loses money by misunderstanding when a buyer is ready—not why. In this episode of Brain Driven Brands, Sarah and Nate dissect: → Why "when" your customer feels safe matters more than "why" they buy. → How bias, timing, and trust signals silently make or break conversions. → The $2,000 mistake one salon made that every brand repeats online. If you've ever wondered why great products don't convert—or how to fix the sequence that kills your sales—this is your wake-up call. 🧠 Listen in and rethink every "why aren't they buying?" meeting you've ever had. 👉 Learn more how to become a psychology-based performance marketer: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

What if your next viral ad came from your meanest review?  In this episode of Brain Driven Brands, Sarah and Nate dive headfirst into the world of negative feedback, brand psychology, and emotional resilience—starting with a spicy listener review about Sarah's voice. 😅 From Liquid Death's savage comment campaigns to Domino's "We're Sorry for Sucking" rebrand, they unpack how smart brands turn criticism into currency (and why most founders take it way too personally). You'll learn: → Why consumers trust brands that own their flaws → The psychology behind "reversal bias" and "competence signaling" → How to decide if a bad comment is valid feedback—or just someone having a bad day A mix of humor, honesty, and a little therapy banter (don't worry, Nate's still anti-therapy 😆), this episode will make you rethink how you handle haters—and maybe even thank them for your next creative breakthrough. 🎧 Listen if: You've ever been roasted online, doubted your product, or wanted to clap back at a troll but turn it into a high-performing ad instead. 👉 Learn more how to apply psychology to your ads: skool.com/tether-lab\ CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

In this Halloween-themed episode, Sarah and Nate dive into the wildest (and weirdest) campaigns in advertising history (the ones that shouldn't have worked… but somehow did.) From the Tango Orange Man who literally slapped sales up 33%, to the Diamond Shreddies intern who made millions by tilting a cereal 45 degrees, to Pepsi's 1992 Number Fever fiasco that sparked riots in the Philippines, this episode is a masterclass in how psychology, timing, and cultural context can make or break a campaign. Expect laughter, disbelief, and plenty of "wait, that actually worked?" moments...plus two challenges for listeners at the end. Because sometimes, genius isn't about doing more — it's about seeing differently. 👉 Learn more how to apply psychology to your ads: skool.com/tether-lab\ CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Coca-Cola once tried to sell apathy in a can. They called it OK Soda — a grungy, "anti-brand" aimed at cynical Gen Xers. The ads were clever, the design was bizarre…and the product died within a year. In Episode 107, we dig into why "anti-branding" almost always backfires, why Liquid Death succeeded where Coke failed, and the psychology of why brands can't thrive on indifference. Inside the conversation: ✅ The real reason OK Soda flopped despite massive hype ✅ Why apathy is the weakest emotion you can build a brand on ✅ The key difference between active vs. passive emotions in marketing ✅ How today's "anti-agency agencies" and "non-beauty beauty brands" are repeating Coke's mistake ✅ Why rebellion only works if you give customers an identity to step into, not out of If you've ever wondered: Why some "anti" campaigns take off while others flatline How to pick the right emotion to anchor your brand around What Liquid Death nailed that Coke couldn't figure out And why fighting your own category is the fastest way to lose… …this one's for you. 👉 Learn how to become a psychology-based creative strategist: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger LinkedIn: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/

What if everything you've been told about the "right" ad length is wrong? In this episode of Brain Driven Brands, Sarah and Nate dive into a surprising new study showing that one oddly specific video length outperformed the standard 15–30 second format — driving 40% more traffic and 3X engagement. They break down: Why shorter ads spark curiosity (and clicks) while longer ones stall The real "job" of an ad vs. your landing page Why benefit-first storytelling beats pain-point rambling Live ad-read experiments (yes, in under 10 seconds) Source: https://app.sciencesays.com/p/keep-video-ads-under-10-seconds 👉 Learn more how to apply psychology to your ads: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

We dropped a stat this week that stopped Nate in his tracks: brands can see up to 42% more sales just by framing discounts the right way. No new ads, no extra products...just choosing percent off vs. dollar off at the right moment. In Episode 105, we dig into the psychology behind that lift and why most brands blow Q4 by overcomplicating offers, stacking promos, and teaching customers not to trust them. Inside the conversation:  ✅ The science behind when to use % off vs. $ off (and why it changes sitewide vs. single product) ✅ The 5 offer types we see every year — and which ones are worth your testing budget ✅ Why "combo deals" and "sale extended" emails wreck trust long-term ✅ Sequencing tactics (like Nate's "Better Than Black Friday" play) that build urgency without burning credibility ✅ Why sometimes the boldest Q4 strategy is raising prices, not cutting them If you've ever wondered: 1. How to simplify offers so customers don't need a calculator 2. Why half-off deals aren't always the flex you think they are 3. How to build trust during the most profitable month of the year 4. And why less discounting can actually mean more margin …this one's for you. Season 3 keeps pushing, and the data's spicy. 🧠 Source: https://app.sciencesays.com/p/coupons-when-to-give-10-off-vs-10 👉 Learn more about applying psychology to your ads: skool.com/tether-lab  CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534  CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/  

This episode of Brain Driven Brands is a survival guide for founders, media buyers, and creative teams heading into the chaos of Q4. Sarah sits down with Joanna Wallace (VP of Paid Creative @ Bird Dog, formerly HexClad) to pull back the curtain on what it really takes to prep for Black Friday without burning your team out—or losing your sanity. We dig into: ✅ Why burnout hits creative teams hardest in September (and how to stop the slide) ✅ The hidden costs of "just make more ads" during Q4 ✅ How to prep your staff, editors, and assets so you're not scrambling in November ✅ Why organization (not genius ideas) is the real secret weapon for BFCM ✅ The playbook Joanna used at HexClad to survive—and even thrive—during Black Friday If you've ever felt like Q4 is a treadmill you can't get off, this episode gives you the strategy shift (and the permission) to slow down, get organized, and protect your team while still hitting your numbers. 🎧 Listen in—and if you're a founder or creative staring down Q4 panic, this one's for you. 👉 Learn more about applying psychology to your ads: skool.com/tether-lab Guest: Joanna Sloane Wallace, VP of Paid Creative @ Bird Dog LinkedIn: https://www.linkedin.com/in/joannasloamewallace/ CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Website: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger LinkedIn: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

This week, Sarah and Nate are joined by Alyssa Wallace, retention & lifecycle marketing pro, for a conversation that flips the usual DTC playbook on its head. Here's the hard truth: blasting 100+ AI ads and endless "buy now" emails isn't retention. It's noise. Consumers aren't dumb—they're tired, frustrated, and tuning out. Together, we dig into: Why retention is really about habit-building, not just marketing BDB - Episode 103 The difference between lifecycle vs. loyalty vs. acquisition (and why most brands get it wrong) Why your email list isn't full of "customers"—it's mostly prospects How to align ads, offers, timing, and messaging to create actual lifetime value Why silly things (like mocktail recipes or "sandwich emails") often outperform discount blasts And why the future belongs to brands that connect emotionally, not just transactionally If you've ever wondered why your retention campaigns feel flat, how to build real loyalty, or what it actually takes to keep customers around, this episode will give you the straight answers. Season 3 is here, and we're starting loud. 🧠⚡️ 👉 Learn more about applying psychology to your ads: skool.com/tether-lab Guest: Alyssa Wallace Twitter: https://x.com/xalyssajeanx LinkedIn: https://www.linkedin.com/in/xalyssajeanx/ CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

This episode of Brain Driven Brands is a wake-up call for every founder, media buyer, and creative who's been told the secret is more ads, more volume, more work. Sarah, Nate, and guest Kevin (Head of eCom at High Camp Flasks) pull back the curtain on the creative hamster wheel and share why "a thousand ads a month" isn't just unrealistic—it's wrecking teams, draining budgets, and distracting from what actually drives growth. We dig into: Why Meta's "creative volume" advice is being misapplied How focusing on holistic campaigns (not individual ads) changes everything The hidden burnout, team, time, and efficiency costs of chasing volume What great brands are doing instead: quality storytelling, high-impact campaigns, and customer research If you're tired of the spray-and-pray approach and want to fall back in love with marketing again, this episode will give you the strategy shift you need. 🎧 Listen in, and if you're a brand stuck on the volume hamster wheel, this one's for you. 👉 Learn more how to apply psychology to your ads: skool.com/tether-lab\ Guest: Kevin (Never "Kev") Luby, Director of Ecommerce @ High Camp Flasks Linkedin: https://www.linkedin.com/in/kevin-luby-70b62445/ CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg