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.

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.

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 They bust outdated career advice and unpack practical, actionable steps for uncovering your unique “spiky” qualities that can launch your professional reputation.

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.

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.

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.

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.

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.

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”.

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.

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.