The strongest brands don’t just sell products...they create tribes.

In this episode of Todd Liles & the Wizard of Ads, Roy H. Williams and Todd Liles reveal how great brands build communities where customers feel like they truly belong.

-Why belonging beats marketing gimmicks every time -How truth-telling creates loyalty deeper than any ad campaign -The genius behind Patagonia’s “Don’t Buy This Jacket” -Why brands must choose who to lose to attract the right tribe -The symbols, rituals, and stories that turn customers into true believers

Because customers don’t want to just buy, they want to belong.

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

Consistency builds trust. Predictability kills attention.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams explains why most advertising fails: it’s too safe, too familiar, too forgettable.

What's Inside:

-Why consistent brand voice is non-negotiable, but predictability is deadly 

-The neuroscience of surprise and how it locks your brand into memory

-How Allstate’s “Mayhem” ads broke every rule and won big

-Why repetition without creativity becomes invisible

-How contradiction and storytelling keep your audience engaged

If you run ads, lead a business, or want your message to stick, this will change how you think about marketing forever.

Because in a world drowning in noise, the brands that win are the ones that stay consistent, but never predictable.

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

Your brand isn’t your logo. It’s what people believe about you, and whether they’ll follow you anywhere.

In this episode of Todd Liles and the Wizard of Ads, Todd and Roy H. Williams reveal what truly builds brand identity.

They share real-world stories of businesses with perfect logos but no heart, and others whose belief and purpose create unshakable customer loyalty.

You’ll discover why brand identity starts with belief, not design, and how oversharing or getting political can sink even the strongest brand. Plus, Roy explains why timeless storytelling curves shape the brands people remember.

What's Inside:

• Why belief (not logos) creates brand gravity

• How political opinions or oversharing can hurt your business

• Why your visual style guide is only 5% of your brand

• How to stay consistent without being boring

• The storytelling curves that make brands unforgettable

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

Why do some brands feel unforgettable, while others, no matter how polished, fall flat? In this episode, Roy H. Williams breaks down the real difference: story.

From scrappy startups to billion-dollar brands, the ones that win hearts all share one thing—an origin story rooted in truth, purpose, and personality. Roy unpacks why vulnerability builds trust, how to use hardship without oversharing, and why archetypes make stories universal.

You’ll learn why people don’t remember your features—they remember your story. And if your brand doesn’t have one… it might be time to fix that.

• Why personal stories create powerful brands

• How vulnerability builds emotional trust

• What makes an origin story resonate across cultures

• The danger of oversharing (and how to avoid it)

• Roy’s method for uncovering your signature brand story

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win, and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

What makes a brand unforgettable? In this episode, Todd Liles and Roy H. Williams break down the real difference between being seen… and being remembered.

You’ll discover why contrast, emotional relevance, and repetition are the secret weapons of remarkable brands—and how most companies get it wrong by chasing trends instead of identity.

Whether you're building a new business or trying to stand out in a crowded market, this conversation will change how you think about branding forever.

• The “marble” metaphor Roy uses to define brand identity

• Why urgency and scarcity often backfire in branding

• How emotional spikes create long-term customer memory

• The science behind episodic and procedural memory in marketing

• How to own your category through contrast and repetition

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

Still trying to win the sale with logic and facts? That’s why you’re losing.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles reveal why storytelling is the most powerful sales tool on the planet—because it speaks to the heart, not the head.

You’ll discover how to disarm objections, transfer belief, and turn buyers into heroes—without pitching harder or explaining more.

If you're in sales, leadership, or marketing, this is your blueprint for persuasion when logic just isn’t enough.

• Why objections are emotional, not logical

• How to anchor belief and trust through storytelling

• The psychology of “borrowing conviction” from the guide

• What Aesop’s fables can teach you about modern sales

• How to speak to the heart (not just the brain) in every ad

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

What if your best marketing isn’t something your customers ever see?

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles expose the truth most business owners ignore: your internal culture is your most powerful brand asset. It's not the mission statement—it’s who gets promoted, who gets fired, and what your people believe when no one's watching.

This isn’t fluff. It’s the framework behind scalable trust, bulletproof teams, and a business that actually lives what it preaches.

-Build culture from the inside out—starting with your people -Align your team through actions, not platitudes -Fire fast to protect trust, values, and performance -Reinforce what matters through who you hire, fire, and promote -Turn your company into a brand your employees—and customers—believe in

• The real definition of company culture

• How internal marketing drives external success

• Why founder beliefs shape everything

• When firing becomes the highest ROI decision

• The quiet power of promotions, rewards, and recognition

• Why culture is built—even if you don’t build it on purpose

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

The best ads don’t shout—they risk something real. In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles dive deep into one of the most underused—but most powerful—tools in advertising and leadership: vulnerability.

Whether it’s a silent Google ad, a $40,000 refund no one ever heard about, or a tech who finally believes in what he’s selling—vulnerability builds trust like nothing else.

If you want to lead better, sell with soul, and create ads people feel—this one’s for you.

You’ll learn how to:

-Use emotional, relational, and financial vulnerability to build trust -Turn quiet integrity into powerful internal marketing -Sell more by living your brand promise—not just advertising it -Make your team believe in the message by showing, not telling -Craft ads that feel like overheard conversations—not sales scripts -Take creative risks that connect deeply and last longer

Mentioned in this episode:

• Ken Goodrich’s $40K refund and cultural ripple effect

• Dewey Jenkins’ refusal to fake the brand promise

• The psychology of voyeurism and silent storytelling

• Google’s “Parisian Love” ad and emotional participation

• Roy’s Monday Morning Memo on taking real risks

• Why bold, vulnerable brands win attention—and loyalty

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

People don’t just buy products—they buy stories about themselves.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles unpack the psychology behind aspirational identity. From luxury goods to everyday soap, great brands don’t just sell features—they sell who the customer wants to be.

Through vivid examples like “Twinkle White” and Old Spice, Roy reveals how narrative, perceived value, and emotional clarity drive sales far more than logic ever could.

If you want to build ads that sell more than products—this episode shows you how.

You’ll learn how to:

-Tap into aspirational identity and emotional self-perception -Use story, language, and naming to increase perceived value -Position your brand to reflect who your customer wants to be -Create luxury pricing through narrative, not features -Shift your own mindset about money and value -Sell with conviction by believing in what you offer

Mentioned in this episode:

• The Walter Mitty effect and self-image in buying

• Why “Twinkle White” is a brilliant fictional product

• Luxury branding and emotional justification of price

• The power of anticipated value and perceived wins

• How scarcity mindset kills pricing confidence

• Why conviction beats sales scripts every time

• Old Spice and the impact of bold, emotional storytelling

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win—and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard

People don’t buy based on logic—they justify based on logic. The real decision happens in the heart.

In this episode of Todd Liles and the Wizard of Ads, Roy H. Williams and Todd Liles explore the emotional roots of every buying decision. From blue diamonds to Coca-Cola, they explore how trust, identity, and belonging drive action and why short-term marketing tactics fail without emotional resonance.

You’ll learn how to:

-Trigger emotional buying behavior that drives long-term sales -Use FOMO, identity, and belonging the right way -Understand the difference between sales activation and direct response -Craft campaigns that bond people—not just push products -Align your message with Maslow’s hierarchy to meet deeper human needs

Mentioned in this episode:

• Blue Diamond Pendant ad campaign and the Christie’s story

• “Share a Coke” and the power of emotional personalization

• Sales Activation vs. Direct Response

• Maslow’s Hierarchy of Needs and identity-based marketing

• Roy’s “Seven Quiet Secrets of Sales Activation”

• Why belonging is greater than logic in high-impact advertising

If you enjoyed the episode, subscribe, review, and share the show with a business owner who refuses to be ordinary. Because in business, the bold win, and the remarkable reign.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard