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.

Read More
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.

Read More
Ethan Decker Ethan Decker

Is There Brand Loyalty to Colleges?

We usually think of college (or uni) as a loyalty purchase (if we think of it as a purchase at all).

People pick a school, attend it, graduate from it, love it, bleed red & yellow (go Yeomen!), and even send their kids to their alma mater.

And graduation rate is one of our key quality metrics for how good a school is. Start there: end there.

But the data tell a different story.

Read More