People forget your brand because memory naturally decays, so unless you fight exponential forgetting with relentless, distinctive repetition, you’re basically asking a brain that can’t remember its keys to remember your logo.

Ethan Decker talks with Australian agency owner Nic Hinwood about the “small-town perception problem”—and how turning your location from liability into signal might be the smartest branding move you can make.

Customer satisfaction matters — but only when you understand what it actually drives, what it costs, and whether it moves penetration or just makes a few people slightly less “meh.”

Ethan Decker and Victoria Carrington Chávez unpack why standing out in marketing isn’t about convincing the old guard—it’s about owning who you are, building for the people who want you, and letting brand science do the heavy lifting.

Nielsen analyzed nearly 500 global campaigns and found that click-through rate is effectively worthless as a success metric because it has zero correlation with ad recall, brand awareness, purchase intent, or ROI—and is mostly driven by bots anyway.

Ethan Decker sits down with Megan Bortner of Labyrinth Digital to unpack one of the hardest problems in marketing: how a small agency grows when most buyers see agencies as interchangeable.

ROI measures how efficiently you spent money yesterday, but it’s a crap choice for measuring effectiveness because it completely misses the long-term value of the 99% of buyers who are just building consideration sets today.

Ethan Decker sits down with Tatyana Huseynova to explore what it takes to build a brand around an overlooked problem—and how to test whether a niche need is big enough to matter.

By the time most B2B buyers “start shopping,” they’ve already decided who they’re buying from — which is why long-term brand building quietly does most of the work.

Ethan Decker talks with Christy O’Connor about what really separates luxury brands from everyone else—and why premium experiences are built on systems, signals, and service, not just higher prices.

Most “worn-out” campaigns weren’t exhausted by audiences, but abandoned by teams.

Sebastian Hidalgo and Ethan Decker unpack why consistency—not constant reinvention—is the real engine of strong brands, from AC/DC albums to defense tech positioning.

Making your logo bigger rarely hurts likability — but not being recognized hurts everything.

Most brands obsess over how they look, but Shez Mehra explains why the real opportunity to stand out (and be remembered) is in how your brand sounds.

Most “generational differences” aren’t about generations at all — they’re about age, life stage, and us telling ourselves lazy stories.

Ethan Decker talks with Casey Hill about why brand, demand creation, and SEO are inseparable—and why treating them as separate disciplines is one of marketing’s most expensive habits.

The Laws of the Demand Curve shows when prices rise — it just shifts when people buy, what they buy, and who buys — because demand follows life, not logic.

Ethan Decker sits down with Matteo Schaffner to dive into the wild world of building a brand from scratch—covering everything from  the power of a great logo, to why your brand mascot should probably be an anteater, not a mango.

Ethan Decker sits down with Krista Michener of AHP Integrative Health to explore how to find your marketing playbook—even when you're forging your own path.

Ethan Decker sits down with Debbie Huttner of Pearl Wealth to talk doubling your business, the real meaning of branding, and how asking for referrals might be the best marketing move you’ve never tried.