1 hr 31 min
SBP 065: 100% Brand Loyalty Is Not Normal. With Ethan Decker. The Sleeping Barber - A Business and Marketing Podcast
-
- Marketing
Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth?
In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success.
Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth.
Don't forget, tune into the post-pod with Marc and V!
Our Guest:
Ethan Decker
https://www.linkedin.com/in/ehdecker/
Founder & President of Applied Brand Science
https://appliedbrandscience.com/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
0:44 - Introduction to Ethan
2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2
7:02 - 2 reasons why we have the wrong ideas
8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts
11:30 - Your customers rarely think of you
15:05 - Do generational personas even exist?
18:50 - Your customers aren’t different from your competitor's customers
21:30 - Your loyal customers are likely just heavy buyers in the category
22:23 - I. Hate. Loyalty.
24:24 - How to change beliefs about loyalty
28:02 - Data science isn’t the same thing as science
31:51 - Do you know the frequency distribution of your customers?
33:19 - The Taylor Swift of brand laws
35:46 - The Buyer Banana Curve
38:13 - Why light buyers and non-buyers matter to your business
41:01 - Why team-based learning is so critical
44:02 - Introducing the FRELK - why a quirky logo matters
47:10 - The 4 stages of brand grief
51:19 - Why creativity is critical to applying scientific laws in your business
1:01:51 - 3 ways to start using these laws
1:05:37 - How to find out more about Ethan and Applied Brand Science
1:06:56 - The post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
Background Links
Ehrenberg-Bass Institute's publications https://marketingscience.info/books/
Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett
© 2024 Sleeping Barber
Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth?
In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success.
Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth.
Don't forget, tune into the post-pod with Marc and V!
Our Guest:
Ethan Decker
https://www.linkedin.com/in/ehdecker/
Founder & President of Applied Brand Science
https://appliedbrandscience.com/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
0:44 - Introduction to Ethan
2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2
7:02 - 2 reasons why we have the wrong ideas
8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts
11:30 - Your customers rarely think of you
15:05 - Do generational personas even exist?
18:50 - Your customers aren’t different from your competitor's customers
21:30 - Your loyal customers are likely just heavy buyers in the category
22:23 - I. Hate. Loyalty.
24:24 - How to change beliefs about loyalty
28:02 - Data science isn’t the same thing as science
31:51 - Do you know the frequency distribution of your customers?
33:19 - The Taylor Swift of brand laws
35:46 - The Buyer Banana Curve
38:13 - Why light buyers and non-buyers matter to your business
41:01 - Why team-based learning is so critical
44:02 - Introducing the FRELK - why a quirky logo matters
47:10 - The 4 stages of brand grief
51:19 - Why creativity is critical to applying scientific laws in your business
1:01:51 - 3 ways to start using these laws
1:05:37 - How to find out more about Ethan and Applied Brand Science
1:06:56 - The post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
Background Links
Ehrenberg-Bass Institute's publications https://marketingscience.info/books/
Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett
© 2024 Sleeping Barber
1 hr 31 min