Arissa Kirkland, AVP of Marketing at cybersecurity leader Bishop Fox, joins Ethan Decker to share insider lessons from her experience guiding a successful company through rebranding and a strategic brand refresh. Together, they dive into the tough questions businesses face about when and why to update their brand, the value of market research, and how to balance authenticity with modern relevance—without making the classic Tropicana mistake.

Brand strategy expert Josie Ellerbee joins host Ethan Decker to unravel one of branding’s toughest challenges: How can brands stay fresh and exciting without losing their core identity? In a lively discussion filled with real-world examples—from Oreos and KFC to B2B brands—Josie and Ethan reveal the secrets to blending consistency and novelty to drive business growth in today’s AI-fueled, ever-changing market.

Drew Bonder joins host Ethan Decker to explore what makes brands—and organizations—truly stick in the minds of customers and employees alike. Together, they unpack the power of storytelling, emotional connection, and creative branding in both the business and personal development spaces. Drew draws on his unique journey from mental health therapist to founder of a fractional CFO firm, revealing how brands can move beyond precision to craft memorable, magnetic messaging.

Aug 5:-24: Head over to panelpicker.sxsw.com/votefor my talk:

The True Cost of Being a Boring Brand.

This week on Cover Brand, Ethan Decker sits down with novelist and multi-hyphenate writer Melanie Jennings to break down the real-life journey from unknown author to building a personal brand that publishers (and readers) can’t ignore. Explore the practical steps and mindset shifts needed to go from writing in obscurity to attracting a following—and why it’s okay (and necessary) to embrace your inner nerd.

Aug 5:-24: Head over topanelpicker.sxsw.com/votefor my talk:

The True Cost of Being a Boring Brand.

Ethan Decker sits down with Chris Barge, Executive Director of the Boulder Library Foundation, to explore how nonprofits can transform their branding and marketing. They discuss the challenges of standing out as a small foundation, the value of flash and sizzle in storytelling, and practical ways to make your cause magnetic—without losing your mission-driven integrity.

Aug 5-24: Head over topanelpicker.sxsw.com/votefor my talk:
The True Cost of Being a Boring Brand.

In this Shop Talk episode of Cover Brand, host Ethan Decker sits down with Priscilla McKinney, founder of Little Bird Marketing and expert in B2B marketing for the market research industry. Together, they unpack the interplay between branding, behavioral science, and the realities of business decision-making, revealing surprising truths about how even the most logical B2B buyers make decisions. This episode is packed with actionable insights to transform how you market your brand—whether you’re a seasoned pro or just getting started.

In this episode of Cover Brand, host Ethan Decker sits down with Lindsay Sutula, founder and CEO of Top Fox Marketing, to tackle a challenge many professional service leaders face: how to grow your business beyond your personal brand. Discover strategies for creating a brand succession plan so your company thrives whether or not you’re in the room—and learn why even the most charismatic founders eventually need to step back.

Host Ethan Decker welcomes Boulder-based marketing pro Eric Forsyth for a deep-dive on creative agency leadership, unlocking effective client relationships, and the true cost of dull advertising. From viral cover songs in bathrooms to orchestrating Oreo x Star Wars campaigns, Eric shares brand insights and practical wisdom for marketers, agency leaders, and anyone tired of “safe” (read: boring) work.

In this engaging episode of Cover Brand, Ethan Decker sits down with Amelia, founder of The Z Tasty Life, to explore the real-world challenges of building a personal brand when you’re a multitalented creator. Together, they dive into how to focus your brand’s message, unleash the power of storytelling, and why embracing both your logical and creative skills leads to authentic business growth.

On this episode of Cover Brand, host Ethan Decker is joined by Jack and Justin, owners of The Caisson Company, as they dig into the unique branding and marketing challenges faced by small, B2B construction businesses. They tackle how to get in front of the right decision-makers at large contracting firms, build brand awareness in a niche market, and make modest marketing budgets work for long-term growth.

Host Ethan Decker sits down with branding expert Rocky Longworth to demystify the true impact of branding, especially for small and mid-sized businesses. They discuss why brands are so much more than just a logo or a campaign—and how understanding the real value of brand can transform your business’s bottom line.

Ethan Decker welcomes qualitative research pro Carol Kauder to discuss the real mechanics behind influencing customer behavior through branding, marketing, and advertising. Discover why simply “nudging” a loyal customer to buy more is harder than you think—and what actually works. From Glee-inspired cover songs to unforgettable ad campaigns, this episode dives deep into what drives shoppers and how brands can (and can’t) change consumer habits.

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.

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.

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.

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.