It this episode, we walk through the story of Nate—a customer who walked into the dealership craving nostalgia, heritage, and the familiar comfort of a classic Ford. But he drove away in a Range Rover. Why?

In this episode, we dissect the identity shifts that quietly hijacked Nate’s decision in real time. You’ll learn:

• The subconscious identity conflict that made Ford feel right—but Range Rover feel necessary

• How brands lose sales not because of features, but because they fail to speak to the right version of the customer

• Why Ford could have saved this sale—if they knew which identities were activated and how to speak to them

• What this means for any brand trying to turn browsers into buyers

If you’ve ever lost a customer to a brand that seemed like a weird fit, this story will hit home—and help you never let it happen again.

CoHost: Nate Lagos

Twitter: https://x.com/natelagos

LinkedIn: https://www.linkedin.com/in/natelagos/

Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/ 

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

Apples had the head start, a catchy slogan, and decades of trust. So how did oranges swoop in, steal breakfast, and build a billion-dollar juice empire? In this episode, Sarah and Nate break down the biggest fruit war in history—a juicy battle of marketing, identity, and manufactured need. You'll hear:

• 🍏 Why apples lost, even with “an apple a day” as a slogan.

• 🍊 How orange growers invented a crisis—and then sold the cure

• 🧠 The psychological trick that turned a seasonal fruit into a daily ritual

• ⚔️ The real reason oranges won the war (hint: it wasn’t taste)

And most importantly: how modern brands can steal the same playbook today.

CoHost: Nate Lagos

Twitter: https://x.com/natelagos

LinkedIn: https://www.linkedin.com/in/natelagos/

Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/ 

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

In this episode, we’re putting cohost Nate on trial—brand trial, that is. Sarah, Nate, and Tether Insight’s new AI research intern, DEX play The Tattoo Test, a brutal brand-building game show where each level challenges Nate to prove his brand is worthy of obsession, devotion... and maybe even a little ink.

Guided by Sarah and judged (mercilessly) by Dex—our British, sarcasm-laced AI intern—Nate must face:

• Level 1: Pick a fight (a real one)

• Level 2: Design a ritual, not a funnel

• Level 3: Write a tattoo-worthy tagline

• Level 4: Turn product into identity

• Level 5: Face the final boss: Would anyone actually tattoo this brand?

It’s fast. It’s fun. It’s uncomfortably honest. And it just might help you build the kind of brand that commands cult-leader status.

CoHost: Nate Lagos

Twitter: https://x.com/natelagos

LinkedIn: https://www.linkedin.com/in/natelagos/

Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/ 

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

What if one tiny shift in your ads could increase the ratings of your products? In this episode, Sarah and Nate reveal the underrated psychology tactic that boosted product satisfaction by 32% in live tests. This one’s fast, practical, and immediately useful. If you're stuck in performance purgatory, this is your way out.

Source: https://app.sciencesays.com/p/where-being-creative-truly-matters

CoHost: Nate Lagos

Twitter: https://x.com/natelagos

LinkedIn: https://www.linkedin.com/in/natelagos/

Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/ 

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

Marketers obsess over Millennials and Gen Z, but the real money? It’s in Gen X. They’re in their peak earning years, make major purchasing decisions, and quietly fuel some of the most successful brands today. So why do most marketers overlook them?

In this episode, we break down how Gen X shops, what makes them buy, and the ‘lazy’ way to sell to them without trying too hard.

💡 Why Gen X isn’t brand-loyal—but is habit-loyal. 💡 How to use nostalgia without making them feel old. 💡 The 3 fastest ways to make Gen X buy on autopilot.

📢 If you’re tired of chasing Gen Z trends and want to sell to the generation actually making money, this episode is for you.

🔊 Listen now and start winning over the most overlooked buyers in the market.

CoHost: Nate Lagos

Twitter: https://x.com/natelagos

LinkedIn: https://www.linkedin.com/in/natelagos/

Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/ 

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

In this episode, we get a sneak peek into one of Sarah’s newest projects (the BPE) and dissect what Original Grain is doing right…and what they’re still missing - more specifically, the killer positioning play they’re missing out on! We’ll use the BPE to break down:

• The biggest gap in their brand strategy (and how most brands fall into the same trap).

• Why "handcrafted" and/or “craftsmanship” isn’t a strong enough selling point anymore (and what works instead).

• How to build a true brand enemy—and why fighting The Disposable Age could make Original Grain unforgettable.

• Messaging tweaks that instantly make a brand feel bigger, bolder, and more ownable.

If you’ve ever wondered how to take a “good” brand and make it truly category-defining, this episode is a masterclass.

CoHost: Nate Lagos

Twitter: https://x.com/natelagos

LinkedIn: https://www.linkedin.com/in/natelagos/

Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/ 

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

Special Guest Kevin Luby of High Camp Flasks joins Sarah this week to break down one of the most difficult (and most lucrative) parts of DTC - building a brand voice, personality, and vibe. We work through what High Camp is doing differently this year to accelerate their growth, talk about the levers they need to pull to be able to build brand properly, and debate the difference between “growth” and “brand”...with a shocking result!

Special Guest: Kevin Luby

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/ 

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

We’re doing a full brand website roast with Consumer Casey on this episode…and the results might shock you! Consumer Casey goes through a complete breakdown of his shopping habits on Caraway’s site with some interesting results. We dive into:

• Which elements are actually working customers towards a purchase.

• The differences between male/female shopping experiences.

• The CRO elements that aren’t doing anything at all.

• Why color/shape should be prioritized over everything else.

Special Guest: Casey Levinger

Instagram: https://www.instagram.com/consumercasey/

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/ 

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

In this week’s episode, Sarah interviews Consumer Casey about a very sensitive topic - why he churned from Nike’s ecosystem after being a loyal customer for 2 decades. We break down the psychology behind what happened, why he left, and the impact negative customer experience have on brands as a whole. We also dissect a study that shows you how to increase customer forgiveness by 32% using a simple psychology hack.

Source: https://app.sciencesays.com/p/apologies-work-better-than-compensation

Special Guest: Casey Levinger

Instagram: https://www.instagram.com/consumercasey/

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

Sarah, Nate and Consumer Casey go back to Chat to for another exciting game on pricing! Who will win the 3 round competition of real brands and their pricing decisions! Is it real or is it FAKE? 

Special Guest: Casey Levinger

Instagram:

CoHost: Nate Lagos

Twitter: https://x.com/natelagos

LinkedIn: https://www.linkedin.com/in/natelagos/

Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534

Learn more at: https://www.tetherinsights.io/

Twitter: https://x.com/SarahLevinger

Linkedin: https://www.linkedin.com/in/sarahlevinger/

Instagram: https://www.instagram.com/sarah.levinger/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf