Cover Brand: Mere Familiarity

If you’ve ever wondered how to differentiate your brand in a crowded (or even overlooked) market, this episode of Cover Brand is a must-listen. Ethan Decker sits down with Lili Siegelson, founder of Gelt+Glow, a bold new brand shaking up the Hanukkah gift-giving scene. Lili shares how spotting a gap in the market—lackluster Hanukkah wrapping paper—sparked her entrepreneurial journey, as well as the realities and rewards of launching a seasonal business.

Ethan offers actionable advice on how and when to market seasonal products, the importance of distribution and retailer partnerships, and why “being top-of-mind” trumps any elaborate customer relationship during the busy season. Whether you’re building a holiday-only product or want to understand the psychology behind why customers choose brands they simply know, this episode delivers tangible tips to help you stand out and boost your brand visibility when it matters most.

Main Topics Covered:

• The inspiration behind Gelt+Glow: Filling the Hanukkah gifting gap

• How to brand seasonal products with style, chutzpah, and relevance

• The importance of timing and focused marketing for seasonal brands

• Why distribution partnerships can be more impactful than year-round advertising

• The power of "mere familiarity": How brand awareness shapes customer choices

• Tactical steps for new entrepreneurs—from manufacturing to retailer outreach

• Navigating small markets with niche, high-impact products

Gelt and Glow - Shop Hanukkah Wrapping

Ready to make your brand breakthrough during the holiday rush? Don’t miss the actionable insights from Lili Siegelson’s journey with Gelt+Glow—perfect for entrepreneurs looking to make their mark in ANY seasonal market. For more branding wisdom and marketing tactics, listen now and equip yourself for standout success.

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