Cover Brand

Is your brand feeling a little stale or corporate—and you’re not sure if you should lean into a quirky mascot or a more human-focused approach? In this episode of Cover Brand, Ethan Decker welcomes Michele Blazier from Bishop Fox to break down the art and science of refreshing your brand. Together, they explore engaging marketing tactics and debate the merits of mascots versus human-centric branding. You’ll discover why character (not just “characters”) is essential, hear lessons from iconic mascots like the Geico Gecko and Duolingo Owl, and get proven tips on testing new branding ideas with clients. Tune in for lively examples, strategic guidance, and inspiration for your company’s next creative leap. If you want your brand to connect, stand out, and actually mean something to your audience, this episode is a must-listen.

Main Topics Covered:

• The debate: Mascot branding vs. human-centric branding
• Avoiding stale, corporate vibes in B2B marketing
• Injecting authentic character into your brand (not just using “a character”)
• Iconic mascot examples (Geico Gecko, Aflac Duck, Michelin Man, Duolingo Owl, Pixar’s Wall-E)
• How to authentically leverage street art, Easter eggs, and playful branding
• Why testing and feedback are critical for successful rebrands
• Staying true to your company culture while evolving your visual identity
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Links to Additional Resources:

• Bishop Fox – Offensive Security Experts
• Pixar’s Wall-E Character Analysis
• Duolingo Mascot Story
• Salesforce Astro Character

Ready to energize your brand? Listen to this episode for actionable insights that balance personality with professionalism—and start testing new ideas that break through the noise. Embrace experimentation, stay true to your brand DNA, and don’t be afraid to let your character shine.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

What happens when Jimmy Fallon and Bozoma Saint John host a reality show about branding? Chaos, Dunkin’ coffee, and surprisingly useful lessons for marketers. In this special Cover Brand series, Ethan and Laura dissect each episode of on brand. to separate TV drama from actual brand science.

This week, we meet the cast, the judges, and the first brand challenge: convincing America that Dunkin’ sells breakfast, not just donuts. From “breakfast for doers” lunch pails to decision-fatigue-fighting “breakfast handled,” we examine why some ideas worked, why others tanked, and what marketers can learn from watching a game show disguised as a brand sprint.

Main Topics Covered:

• Why “loud” ≠ “smart” in brand strategy (sorry, Jimmy)
• The cast of On Brand: marketing pros, professors, and a honky-tonk MC turned brand guru
• Dunkin’s surprisingly solid creative brief (rare unicorn alert)
• Why similar campaign ideas crop up all the time—and why that’s not a problem
• The winning ideas: “Breakfast for Doers” vs. “Breakfast Handl’d”
• Merch matters: why a lunch pail might actually be smarter than a Magic 8-ball
• The sticky phrase of the week: “Handl’d.”

Links to Additional Resources:

• Watch on brand. with Jimmy Fallon on NBC/Peacock - https://www.nbc.com/on-brand-with-jimmy-fallon
• Learn more about Dunkin’s brand history - https://news.dunkindonuts.com/blog/dunkin-donuts-then-and-now

Think of this as brand strategy with a side of reality TV popcorn. Subscribe to Cover Brand for this special On Brand series, and share it with your marketing friends who secretly binge reality TV “for research.”

Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

How can your brand stay authentic when AI is generating your content? In this engaging episode of Cover Brand, Ethan Decker sits down with Carl Roose—founder of MindTeam AI—to talk about bridging the gap between cutting-edge technology and lasting brand identity. Using real-world examples, witty banter, and deep insights from both biology and branding, they discuss how brands (from local garages to global icons) can uphold their reputation, avoid pitfalls, and connect meaningfully with audiences—even as AI becomes the backbone of digital marketing.

Listeners will leave with a more nuanced understanding of authenticity as a social construct, actionable tips on leveraging AI for their marketing without losing their brand’s soul, and a big-picture view of how brand trust is established (and sometimes broken) in today's digital world. If you want your business to stand out and resonate, this episode delivers the science, strategy, and stories you need.

Main Topics Covered:

• The meaning and evolution of authenticity in branding
• How AI is transforming brand communication and marketing workflows
• The challenges (and myths) of maintaining an "authentic voice" with AI-generated content
• The social science behind brand trust and reputation
• Real-world cases: from mixtapes to Tommy Hilfiger and Dove’s “Campaign for Real Beauty”
• Why being “too polished” isn’t necessarily inauthentic—and when it helps
• Practical advice for small businesses and consultants using AI in their marketing
• The paradox of authenticity: how it’s conferred and why it’s never just self-proclaimed

Links to Additional Resources:

• MindTeam AI (Carl Roose’s consultancy)
• Ethan Decker TED Talk: “We're All in Marketing: What Evolution Tells Us About Advertising"
• Dove’s Campaign for Real Beauty

Enjoyed this episode? Take your brand to the next level by reflecting on how your business presents itself—online and offline. Test your messaging for “social authenticity” and explore how AI can sharpen, rather than dilute, your unique voice. Got questions, or want to share your brand’s transformation? Reach out to Cover Brand for more strategies and stories.Subscribe to Cover Brand for more insights into the world of branding and marketing.

Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then editing with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

Are you struggling to communicate the unique value of a ground-breaking B2B product? In this episode of Cover Brand, Ethan Decker speaks with Billy Otteman from Scythe Robotics—a company redefining commercial landscaping with fully autonomous, all-electric mowers. Hear how Billy faces the classic innovation challenge: how do you convince a skeptical market to see value beyond the price tag? Learn about the power of simple, sticky brand cues (think “car door thunk” or lawn stripes), using emotional and cognitive shortcuts to drive decision-making, and creative demo ideas that can turn feature overload into customer delight. Whether you’re in tech, product marketing, or B2B sales, you’ll walk away with actionable lessons to simplify your message, nail ROI in seconds, and inspire your audience to come on the journey.

If you want to sell shockingly new ideas, command attention in tough markets, or simply master the art (and science) of branding, this episode is for you.

Main Topics Covered:

• The branding and sales challenges of disruptive innovation
• How Scythe Robotics is changing commercial landscaping with autonomous mowers
• The role of classic branding cues (like perfectly straight lawn stripes) as shortcuts to perceived quality
• Why most buyers crave easy mental shortcuts—and how to deliver them
• Turning technical features and ROI into emotionally resonant soundbites
• Lessons from Beyoncé, Dolly Parton, and Volvo’s legendary “epic split” ad
• Practical tips for B2B storytelling and creative product demos

Links to Additional Resources:

• Scythe Robotics
• Volvo Trucks "Epic Split" Ad

Ready to make your brand’s value unmistakable—even when you’re changing the game? Take a page from Scythe Robotics and start leaning into the shortcuts that signal quality. Simplify your value prop, craft a sticky ROI message, and don’t forget to put some showmanship in your demos! Want help applying these strategies to your business? Visit appliedbrandscience.com for more insights and tools.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears, and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

Ever feel lost in a sea of marketing jargon? In this episode of Cover Brand, Ethan Decker and special guest Guillermo Saenz take the complexity out of branding and make it accessible for everyone, especially self-starters, side-hustlers, and entrepreneurs in underserved communities.

Drawing on Guillermo’s experience teaching small business owners at Mi Casa Resource Center and Ethan’s deep background in brand strategy, they discuss how reputation, memorable “handles,” and even simple business cards can make or break your business. Discover why you don’t need a fancy logo to start, how pricing signals value (not just cost!), and how to make branding work for YOU—even if you don’t speak the “MBA” language. If you want practical marketing strategies rooted in real science, this episode is your playbook for growing confidence and standing out.

Listen in to empower yourself with brand strategies that make a difference—no matter your starting point.

Main Topics Covered:

• The real meaning and importance of "brand reputation" for small businesses
• Breaking down marketing jargon into relatable language and tools
• How to create a memorable handle, mascot, or symbol for your business—even on a shoestring budget
• Why you don’t need a perfect logo to start building your brand
• The science behind pricing: how it shapes perception and value
• Overcoming imposter syndrome and building confidence as an entrepreneur
• Actionable branding tips for kitchen table and backyard businesses
• Business cards and packaging: small touches that create big impact
• Psychological barriers (like price fears) and how to conquer them

Links to Additional Resources:

• Mi Casa Resource Center
• Duolingo’s Branding Case Study
• Tito’s Handmade Vodka Brand Story
• Yeti’s Pricing Strategy
• Branding Basics: What is a Unique Value Proposition?

Ready to take the next step in your business journey? Start simple—define what you want your reputation to be, think about a memorable handle, and remember: people remember how you make them feel, not just what you sell. Don’t obsess over perfection. Get your business “out there” and let people know who you are and what you stand for.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

Are you struggling to figure out whether it’s time to refresh your brand—or go all-in on a full rebrand? In this episode of Cover Brand, host Ethan Decker chats with Arissa Kirkland, AVP of Marketing at Bishop Fox, about the real-world triggers that should drive your branding decisions. Arissa shares how Bishop Fox evolved from the ambiguous “Stack & Lou” to an edgy, human-focused brand, and why internal vision and external market research are essential in making the right call. You'll discover the pitfalls of changing too much too fast (hello, Tropicana disaster!), the importance of aligning internal culture with external perception, and actionable tactics for balancing your “Big B” (reputation) and “Little B” (visual identity). This episode is a must-listen for entrepreneurs, marketers, and business leaders looking for practical branding strategies that drive growth and build lasting connection.

Tune in if you want to—

• Avoid costly branding mistakes
• Confidently decide when and how to refresh your brand
• Learn how to conduct meaningful brand surveys for real insights
• Future-proof your brand while staying authentic

Main Topics Covered:

• How to know when it’s time for a rebrand or a brand refresh
• Lessons from famous rebranding failures and smart refreshes (Tropicana vs. Eggo)
• The difference between Big B (reputation, company culture) and Little B (logos, colors, visuals)
• The role of internal vision versus external market feedback in guiding branding changes
• Actionable advice for running impactful brand research and surveys
• How to smartly evolve your brand without losing customers or confusing your market
• Real-life rebranding stories from Bishop Fox (including the origin of their unique name)

Links to Additional Resources:

• Bishop Fox – Discover more about Arissa’s company
• Sneakers (1992) - Marty Bishop reference
• How Tropicana’s Rebrand Failed (Fast Company)

Ready to take your brand to the next level? Conduct a quick internal review of your brand’s vision, then reach out to your top customers and prospects for honest feedback. A fresh perspective could reveal critical opportunities for growth—or signal it’s time for your own brand refresh! And if you’re not sure where to start, revisit this episode for actionable tips and real-world inspiration.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

How do leading brands like Oreo, KFC, and Sephora manage to surprise and delight customers while remaining instantly recognizable? In this episode of CoverBrand, host Ethan Decker welcomes brand strategist Josie Ellerbee to explore the art and science of balancing stability with innovation. Josie shares insights from her 15+ year career, discussing the importance of a strong brand foundation amid the rise of AI, rampant templating, and a marketplace craving for both reliability and novelty.

Listeners will discover actionable tactics—whether you run a consumer goods powerhouse, a B2B firm, or a service-based organization—to avoid the pitfalls of becoming too predictable or chaotically inconsistent. Tune in for practical strategies, fresh examples, and expert wisdom on how to make your brand stand out for the right reasons.

Main Topics Covered:

• Why brands struggle between being too consistent (boring) or too novel (chaotic)
• Real-life branding wins: Oreo's celebrity collabs, KFC’s creative Colonel swaps, Cards Against Humanity’s brilliant stunts
• When and how to refresh a brand without losing its identity
• The impact of AI on branding—both for systematizing and pushing creativity
• How even B2B and service brands can inject novelty without diluting their message
• Creating flexible but focused brand strategies to guide innovation
• The importance of brand strategy in navigating change and maintaining relevance

Links to Additional Resources:

• Work with Josie. 
• The Bear (FX TV show featuring Eddie Vedder’s cover): The Bear on Hulu

Feeling stuck between too much sameness and risky chaos in your branding? Want to leverage novelty without losing your brand’s core identity? This episode is your playbook. For personalized guidance, reach out to Josie Ellerbee or visit appliedbrandscience.com for more on building resilient, engaging brands in the AI era.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears, and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

What makes a brand unforgettable? In this value-packed episode of Cover Brand, Ethan Decker sits down with Drew Bonder, CEO of Focus Energy, for a deep dive into the world of branding, messaging, and organizational success. Starting with a memorable story about rallying a crowd at an Eve 6 concert, Drew shares how his background in mental health shaped his approach to building sustainable, supportive environments—both for people and for brands.

Listeners will discover why sticky, punchy messaging beats dry precision every time, and how to translate complex offerings into headlines that resonate. Ethan and Drew dissect real-world examples from Geico and Apple, offering actionable advice for leaders trying to connect with their audience on an emotional level. Whether you're a founder, marketer, or entrepreneur, you’ll gain insights to help you clarify your brand’s promise, boost team cohesion, and craft messages your market can’t forget.

Main Topics Covered

• Why emotional benefits drive brand stickiness—far beyond features and precision
• Translating complex offers into memorable, succinct brand messaging
• The journey from therapy and organizational psychology to finance and brand strategy
• The importance of systems, support, and context for organizational success
• Crafting messaging that helps customers "underthink" your value
• Lessons from Geico, Apple, and other stickiest brands
• Aligning internal culture around a simple, clear brand promise

Links to Additional Resources

• Focus Energy – Learn more about Drew Bonder’s team
• Geico’s Iconic 15 Minutes Pitch: The Genius Behind the Tagline
• Apple’s Most Memorable Campaigns

Want to make your brand truly unforgettable—and irresistibly sticky? Focus on emotional benefits, not just features. Try distilling your story into a simple, punchy message, and watch both your customers and your team rally around it. For more examples and hands-on advice, explore our resources below or connect with Ethan and Drew directly.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

Aug 5-24: Head over to panelpicker.sxsw.com/vote for my talk: The True Cost of Being a Boring Brand

Think being a great writer is enough to get published today? Think again. In this episode, host Ethan Decker welcomes Melanie Jennings, a novelist on the cusp of publishing her first fiction book, to talk honestly about what it takes to build an author brand in a crowded market. If you’ve ever wondered how to grow your audience without feeling salesy, this is your blueprint—whether you’re an introvert, poet, tech writer, or just getting started.

Melanie shares her real struggles and successes using Substack, freelance journalism, and small steps on social media. Ethan provides actionable advice from the science of branding: why chasing “superfans” isn’t the only strategy, how the “banana curve” of fandom applies to authors, and what practical levers to pull across platforms to become known in your niche. If you need encouragement to showcase your work—or just a nudge to finally start sharing—this conversation will help you find your confidence (and your readers).

Main Topics Covered:

• Real-world branding challenges for emerging authors
• The importance of building an audience before your book launches
• The “banana curve” of fandom: why not everyone will be a superfan—and why that matters
• Using platforms like Substack, freelance work, and Instagram to grow your reach
• Overcoming self-promotion jitters (especially for introverts and private people)
• How to strategically engage in communities related to your genre or subject matter
• Practical experimentation: Trying multiple platforms and approaches
• Leveraging the support of existing networks to showcase your evolving creative identity

Links to Additional Resources:

• Persuasion Magazine — Where Melanie’s essays went viral
• Melanie's Substack — Melanie’s Substack
• Remarkably Bright Creatures by Shelby Van Pelt
• Educated by Tara Westover
• Emma Cline’s The Girls

Ready to stop hiding your talents and start building your name? Geek out, experiment, and get your work out there—the world is waiting for your voice. Join other writers and creators boosting their brands with Cover Brand’s proven strategies.Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.

Aug 5-24: Head over to panelpicker.sxsw.com/vote for my talk: The True Cost of Boring Brand.

Ready to energize your nonprofit branding? In this episode of Cover Brand, host Ethan Decker is joined by Chris Barge, the creative force behind the Boulder Library Foundation. Discover why reputation is everything (the "Big B" brand), how nonprofit organizations can move beyond logos and colors, and why a little bit of flash isn't just for big companies—it's essential for growth and impact.

Learn from real-life examples, including viral campaigns like the ALS Ice Bucket Challenge and partnerships that bring bestselling authors to Boulder. Chris and Ethan break down the stigma around “sizzle” in the nonprofit sector and share hands-on tactics for increasing your organization's visibility and support. Whether you're a nonprofit leader, marketer, or entrepreneur, their insights will help you harness your brand's full potential and make your mission truly unforgettable!

Main Topics Covered:

• The difference between "Big B" brand (reputation) and "Little b" brand (visuals)
• Branding challenges unique to nonprofits and small foundations
• Why “sizzle” and being iconic matters—even for nonprofits
• Flashy nonprofit campaigns that drove real impact (like the ALS Ice Bucket Challenge)
• Building partnerships and hosting headline-grabbing events for a lasting profile boost
• Strategies to connect community passion with your organization’s identity
• How to balance mission-driven values with attention-grabbing marketing tactics

Additional Resources:

• Boulder Library Foundation- https://boulderlibraryfoundation.org/boulder-library-gala/
• ALS Ice Bucket Challenge recap - https://www.als.org/ice-bucket-challenge
• National Outdoor Leadership School (NOLS) - https://www.nols.edu/en/
• Outward Bound - https://www.outwardbound.org/

Are you ready to add more sizzle to your nonprofit brand? Take action today by brainstorming one bold idea to raise your organization’s visibility—whether that's a high-profile event, a viral campaign, or partnering with local icons. Share your thoughts or results with us on social media, and let’s keep the conversation going!

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.