What’s a “brand story” good for?  
Ethan Decker Ethan Decker

What’s a “brand story” good for?  

Like, do you need one? And if you have one, what do you do with it?

I regularly ask people at talks and workshops if they know the brand story of their toilet paper. You know — the stuff you use every. Single. Day. Of. Your. Life.

And maybe 1 in 200 have a clue.

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Wanna grow market share?  
Ethan Decker Ethan Decker

Wanna grow market share?  

There are two ways to do it:

  1. Get more buyers

  2. Get your buyers to buy more

    Which matters more? Interestingly, the research points to two things — and fairly definitively.

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How Do You Handle the Brand-Catagory Paradox?
Ethan Decker Ethan Decker

How Do You Handle the Brand-Catagory Paradox?

How do you stand out while fitting in?

This is the Brand-Category Paradox: how to deliver category basics but in distinct, branded ways. Fortunately there are lots of Levers you can pull to help handle it.

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