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Cover Brand

Cover Brand

By: Ethan Decker
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Uncover the secrets of successful branding with Cover Brand!


Join host Ethan Decker as he delves into the science-backed principles of marketing, advertising, and brand growth. With insights drawn from a career working with industry giants like Nike and PepsiCo, Ethan translates complex strategies into actionable advice for businesses, nonprofits, and organizations of all sizes. Tune in to understand the commonalities that drive effective branding and learn how to wisely invest your precious time and resources. Get ready for a fun and informative journey that could transform your venture into a thriving success.


Subscribe now and expand your brand horizons!


appliedbrandscience.com


Books We Recommend: https://bookshop.org/lists/cover-brand


Our Cover Brand Spotify Playlist. - https://open.spotify.com/playlist/6h4QzTqrtn9DIAPvdn1iCI?si=gu2_b8bxTN2d-ApnhwLtPg


Theme Music - Take a Step Back by Jamie Block

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

Ethan Decker Economics Leadership Management & Leadership Marketing Marketing & Sales
Episodes
  • Multisensory Branding

    Multisensory Branding
    Jan 27 2026

    Most brands spend a fortune polishing what customers see.


    Very few think about what customers hear.


    In this episode of Cover Brand, Ethan sits down with Shez Mehra—DJ turned multisensory troublemaker—to unpack why sound is one of the most overlooked (and most powerful) tools in branding.


    From marble bathrooms with zero acoustic privacy to forgettable ads no one is watching, Shez and Ethan make the case that sound isn’t decoration. It’s strategy.

    And spoiler alert: most brands are leaving massive value on the table.


    Main Topics

    • How a DJ career became brand strategy
    • Sound is how brands make people feel
    • The most neglected moments matter most
    • Why most ads are technically “fine” and strategically invisible
    • Category sameness can be a trap
    • Standing out doesn’t mean being loud.
    • Sonic branding isn’t just for ads

    Brands, tools & references mentioned
    • Raina — multisensory sound and music design for physical spaces
    • Honk Mobile — parking app example of thoughtful sound UX
    • Nokia ringtone — proof that repetition + sound = memory
    • Arby’s — “We have the meats” as sonic branding done right
    • Domino’s — great ads, forgotten slogan (because silence)
    • Disney — line design as part of the experience


    If you want people to remember your brand when they’re not looking at it, you’d better think about how it sounds.

    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.
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    22 mins
  • Growing Tusks

    Growing Tusks
    Jan 20 2026
    Most marketing teams are still trying to choose sides: brand or performance, creativity or data, vibes or dashboards.That’s adorable. And wildly inefficient.On this episode of Cover Brand, I sit down with Casey Hill of Do What Works to unpack how demand actually gets created, why SEO is still misunderstood, and how A/B testing at massive scale reveals what marketers think works versus what actually does.We dig into why common forms of social proof often backfire, how attribution models oversimplify human behavior, and why buyers don’t experience marketing in funnels—they experience it like real people with context, memory, and skepticism.This is a shop-talk episode for anyone who’s tired of chasing short-term wins that quietly erode long-term growth.Main TopicsWhy brand and performance aren’t opposites (they’re roommates)How DoWhatWorks analyzes thousands of real A/B tests across major brandsWhat SEO really does (and doesn’t do) for demand creationWhy common social proof elements (logo bars, star ratings, badges) often lose testsThe danger of cheap signals vs. costly, credible proofAttribution models vs. how humans actually decideWhy removing “best practices” sometimes improves conversionHow personalization and relevance beat generic “impressive” brandingExamples & Case Studies DiscussedJotform — removing third-party review badges improved performanceDropbox — logo bars tested and removed despite “impressive” clientsClay — logo bars linked to detailed case studies performed betterSpotify — full homepage rebrand testingSage — industry- and company-size-based homepage personalizationHotels.com — experimentation and trust signal optimizationAt-scale testing references: Nike, Disney, Netflix, NFL, MLBResources & ReferencesDoWhatWorks (Casey’s company & testing platform): https://www.dowhatworks.ioDoWhatWorks Insights & Research: https://www.dowhatworks.io/blogDoWhatWorks Newsletter (Substack): https://dowhatworks.substack.comCasey Hill on LinkedIn: https://www.linkedin.com/in/caseyhillWayback Machine (Web Archive) — historical website versions: https://web.archive.orgReview & Social Proof Platforms Referenced:G2 — https://www.g2.comCapterra — https://www.capterra.comTrustpilot — https://www.trustpilot.comBook Referenced: Influence by Robert CialdiniCover Brand Spotify Playlist (cover songs mentioned on the show): https://open.spotify.com/playlist/6h4QzTqrtn9DIAPvdn1iCI?si=tr1zrnnBSaqif-xmEIpaZQWho This Episode Is ForFounders wondering why growth stalls the second spend slowsMarketers stuck between “brand people” and “performance people”SEO leaders tired of being treated like technical supportAnyone suspicious that “best practices” are mostly just habits with good PRFinal TakeawayYou don’t optimize your way into being remembered.You build memory—and then performance finally has something to stand on.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.
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    47 mins
  • Meaning and Memorability

    Meaning and Memorability
    Jan 13 2026

    Ready to make your brand stand out in a noisy market? This episode is packed with strategies for entrepreneurs and marketers looking to build unforgettable brands. Matteo Schaffner shares the journey of launching "Minga," a freeze dried fruit brand rooted in Latin American community and sustainability, while Ethan Decker delivers science-backed insights on what makes brand identity truly memorable. Learn the secret to choosing distinctive names, colors, and packaging, and why having a backstory powers internal brand culture. Ideal for founders, brand strategists, and anyone looking to add unique value to a commodity product. Listen for practical examples, creative brainstorming, and expert branding advice that can take your project from idea to iconic.

    Optimize your brand for recognition and recall, discover how being different can be your strongest asset, and get inspired by real-world stories of brand innovation.

    Main Topics:

    • The importance of brand identity ("Big B" vs "Little B" brand)
    • The process and challenges in building a consumer brand from raw materials
    • Freeze dried vs dehydrated fruit: differentiating your product
    • How to choose standout brand names, logos, and colors
    • Making your packaging do the heavy lifting in retail and online environments
    • Why your brand backstory matters—and who it’s really for
    • Distinctiveness vs relevance: Defying category conventions for brand success
    • Real-world branding examples (Starbucks, Geico, Apple, Theo, Panda Cheese)
    • Practical advice for testing and refining brand elements in market


    Links to Additional Resources:

    • Cover Brand Spotify Playlist – Featuring cover songs mentioned on the podcast
    • Theo Chocolate – Example chocolate brand discussed
    • All the Things You Are history.


    If you’re launching a new consumer brand or refreshing your current identity, this episode is a must-listen! Apply these insights to stand out from competitors and build lasting customer recognition. Curious about how brand science can transform your business? Visit appliedbrandscience.com for deeper dives and resources.


    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.
    Show More Show Less
    32 mins
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