Cover Brand: Reputation Over Brand
Host Ethan Decker welcomes Jeff Leitner for a lively conversation about the fine line between brand and reputation, how solopreneurs can market themselves authentically, and why personal branding doesn’t have to feel cheesy. From iconic cover songs to the quirks that make individuals memorable, this episode explores what it really means to stand out—without flattening your identity.
Are you sending enough emails to customers?
Like, is your cadence of communication with your customers too low, or too high?
Mobile app company Localytics did a lovely little bit of research on this exact topic. They surveyed 1,000 folks in North America about what they DON’T like in how brands communicate with them.
The #1 answer? TOO MUCH. Too frequent. Too many emails. Too many texts. And that was from 4 out of 10 people, over twice the frequency of any other response.
Cover Brand: Brand Archetypes
In this episode of Cover Brand, host Ethan Decker sits down with entrepreneur Nikki Nagy, founder of Las Olas Luxury Living. Together, they tackle the challenges of building a disruptive brand in the crowded pool furniture space, explore brand archetypes, and dive into the practical realities of standing out with the right brand voice.
Do luxury Brands have different buyers?
On the one hand, many of us think that brands OBviously sell to different buyers. Different ages, or different attitudes, or different political leanings. I mean, that's how targeting and differentiation work, right?
On the other hand, some of us think that brands share customers, and basically have the same buyers. That differentiation is kind of a myth. That Duplication of Purchase (and other brand science) obliviates brand differences.
Cover Brand: Inside Out Branding
Host Ethan Decker sits down with leadership expert Perry Maughmer to explore what branding really means for small and midsize business leaders. Together, they uncover why brand is much more than logos or advertising—and how internal clarity and intentionality can become your company’s most powerful growth engine.
Do “purpose-driven brands” really perform better?
Like, does having a higher purpose, or social purpose, improve your brand’s financial performance?
This is an idea that was brought to its zenith in Jim Stengel’s 2011 book “Grow: How Ideals Power Growth and Profit at the World's Greatest Companies.” And it has held immense sway in the world of marketing ever since.
Cover Brand: Mere Familiarity
Host Ethan Decker welcomes entrepreneur Lili Siegelson to discuss her journey launching Gelt+Glow—a brand bringing innovative Hanukkah wrapping paper and gifting options to the marketplace. Together, they explore the challenges of growing a highly seasonal brand, smart marketing strategies for new businesses, and why smart timing—and distribution—can make or break your seasonal success.
Are you UNDERthinking your brand enough?
Good marketers overthink things.
How they segment the market. Their target. Their product or service offering. Their pricing. Their packaging and distribution strategy and partnerships and promotions. And they should. This stuff is hard.
But when it comes to connecting with buyers, great marketers UNDERthink it too.
Cover Brand: Fight Unfair
Ethan Decker welcomes T Strickland onto Cover Brand for an energizing conversation on the challenges and opportunities facing small businesses trying to break through in a crowded market. Together, they unpack actionable branding strategies for startups, solopreneurs, and local ventures, with T offering a real-world case of how her company, Zocco Print and Promo, is fighting to build a brand from the ground up. Get ready to learn how to leverage word-of-mouth, carve your own niche, and “fight unfair” against the big players dominating your industry.
Cover Brand: Commit to the Bit
Ready to stand out in a sea of sameness? In this episode of Cover Brand, host Ethan Decker chats with Anne Macomber about crafting an authentic personal brand—especially for those just starting their careers. They bust outdated career advice and unpack practical, actionable steps for uncovering your unique “spiky” qualities that can launch your professional reputation.
What face should you make on your YouTube Thumbail?
Like, does changing your facial expression impact your viewcount?
Heck yeah it does.
Kapwing used an automated facial coding tool to see which facial expression (happy, afraid, surprised, disgusted, etc.) on the thumbnail got the highest view counts on YouTube. They checked hundreds of the most-viewed videos for the top 10 ‘Tubers in each of 10 categories (music, comedy, science, etc.).
Cover Brand: Ladder of Abstraction
In this episode of Cover Brand, Ethan Decker welcomes branding expert Steve Morris to explore the crucial role of defining and embodying core brand values. They dive into practical exercises and tools, like the ladder of abstraction, to help businesses transform abstract ideas into actionable principles that reinforce brand authenticity both internally and externally.
How should you interpret your purchase funnel?
Like, should you worry if your consideration rate is lower than the industry average?
F’rinstance, if you look at outdoor apparel brands in the US, you find that The North Face’s funnel is big, Patagonia’s is medium, and Helly Hansen’s is tiny.
Cover Brand : Memorable Merch
In this episode, Ethan Decker and guest Steven Bell uncover the unique branding strategy of using quality merchandise to stay memorable in long sales cycles. Learn how clever, creative merch can keep you in the minds of clients without annoyance, providing a fun and delightful connection that lasts.
Are old people more brand loyal?
My friend Benjamin Cawthray at Kantar wondered about this. So he checked Kantar’s panel of ~30,000 UK households across ten category-leading grocery brands.
One measure of brand loyalty (lord I hate that term) is ‘share of wallet’ (SoW): f’rinstance, what percent of a household’s bottled water purchases go to a single brand, like Evian (the category leader)?
Cover Brand : Ideal Client Needs
In this episode of Cover Brand, host Ethan Decker welcomes Chelle Johnson to discuss the significance of identifying an Ideal Customer Profile (ICP) and how it plays a crucial role in enhancing your brand strategies. From navigating the complexities of customer focus to sharing insights on managing resources efficiently, this episode is a must-listen for entrepreneurs and marketers seeking to optimize their efforts and attract the right clientele.
Does any car brand buck the Law of the Demand Curve?
Like, can you have a high-priced car that’s also a high-volume car?
It’s one of the oldest truisms in business: if you raise your prices, demand (and thus volume) should go down. It’s the ‘Demand Curve’. Augustin Cournot described it in 1838.
But in these ‘unprecedented times’, does it hold up? Why yes, it holds up remarkably well.
Cover Brand : Brand Personality
This episode of Cover Brand features a deep dive into branding authenticity with guest Rajev Sivarasa. Together with host Ethan Decker, they unpack how small enterprises can maintain their unique brand essence during growth by leveraging brand behaviors and personality.
How hard is it to buck demand curves?
Like, can you have a high-priced product that’s also a high-volume product?
It’s one of the oldest truisms in business: if you raise your prices, demand (and thus volume) should go down. It’s the ‘Demand Curve’. Augustin Cournot described the relationship in 1838 (20 years before the invention of the oil well).
But now that we have zillabits of data, does it hold up? Why yes, it holds up remarkably well.
Cover Brand : Show Don’t Tell
In this episode of Cover Brand, host Ethan Decker engages with Dan Smink to explore the often-overlooked world of branding in the manufacturing space. Discover actionable strategies to enhance brand recognition and make your business memorable, even in traditionally less brand-focused industries. From premium brand positioning to leveraging brand details that speak volumes, this episode has something for anyone looking to elevate their brand game.