Cover Brand: Ladder of Abstraction
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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.

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How should you interpret your purchase funnel?
Charts Ethan Decker Charts Ethan Decker

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.

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Cover Brand : Memorable Merch
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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.

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Are old people more brand loyal?
Charts Ethan Decker Charts Ethan Decker

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)?

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Cover Brand : Ideal Client Needs
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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.

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Does any car brand buck the Law of the Demand Curve?
Charts Ethan Decker Charts Ethan Decker

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.

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Cover Brand : Brand Personality
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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.

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How hard is it to buck demand curves?
Charts Ethan Decker Charts Ethan Decker

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.

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Cover Brand : Show Don’t Tell
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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.

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Cover Brand: Brand Body Language
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Cover Brand: Brand Body Language

In this episode of Cover Brand, host Ethan Decker is joined by sales expert Andy Wilson to talk about how to create sweet harmonies between sales and marketing. Learn the powerful concept of "brand body language", and how your brand's non-verbal cues communicate volumes to potential customers. Learn about the synergy needed between sales and marketing, the importance of aligning on brand messaging, and the power of “on-brand toilet paper”.

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Cover Brand : Brand Neighborhood
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Cover Brand : Brand Neighborhood

Host Ethan Decker chats with Sima Ali from the Ali Law Group and HRtelligence about foundational steps of launching a new brand. They cover the concept of the “brand neighborhood”, an exercise for establishing what position you want to occupy in the market, a key question for any and every business.

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Cover Brand : What is “Brand”?
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Cover Brand : What is “Brand”?

Host Ethan Decker chats with seasoned business leader Marc Wallace about What We Mean When We Say “Brand”. Understand the dual concepts of "Big B" and "Little b" branding, and discover how these elements work in harmony to shape a company's image, reputation, and business.

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Cover Brand : Brand Architecture
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Cover Brand : Brand Architecture

Host Ethan Decker sits down with certified professional photographer and business strategist, Peggy McCartha. They discuss this thing called ”brand architecture”, a way to think about managing multiple intersecting businesses under a cohesive roof. Whether you're an entrepreneur managing multiple ventures or a brand manager overseeing several brands, you’ll find valuable insights in this chat.

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Cover Brand : Opening Act
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Cover Brand : Opening Act

Welcome to the inaugural episode of Cover Brand, where host Ethan Decker unveils the fascinating world of branding, marketing, and advertising. In this podcast, you’ll learn the science of brand growth. Whether you’re part of a business, nonprofit, or any venture, you’ll learn practical, simple, and evidence-based tips and tools for growing your organization.

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What’s the “point of no return” for distribution losses?
Ethan Decker Ethan Decker

What’s the “point of no return” for distribution losses?

Like, how many points of distribution can a brand lose and still recover?

Michael Kruger & IRI crunched 6 years of scanner data to find out. It covered all food, drug & mass outlets (not Walmart) for 298 categories and 10,818 brands. They only looked at brands with >30% distribution in year 1.I mean, we’re all creatures of habit, right? And brand loyalty is what we’re all after, right?


Well, The Hartman Group asked 2,000 Americans where they bought their groceries in the past month. In particular, which channels they shopped. (Grocery, mass, dollar, club, natural, etc.)

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Is anyone 100% loyal to their grocery store?
Ethan Decker Ethan Decker

Is anyone 100% loyal to their grocery store?

I mean, we’re all creatures of habit, right? And brand loyalty is what we’re all after, right?


Well, The Hartman Group asked 2,000 Americans where they bought their groceries in the past month. In particular, which channels they shopped. (Grocery, mass, dollar, club, natural, etc.)

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