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

• 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.

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.

How do you grow a medical practice that stands out—while staying true to your values and meeting untapped patient needs? In this episode, Ethan Decker and Krista Michener dive deep into the business and branding of integrative health. Krista reveals how she evolved AHP Integrative Health from a self-pay clinic for uninsured communities to a sought-after healing destination for chronic Lyme and more. She and Ethan unpack actionable strategies for marketing in a niche medical field, the power of segmentation and targeting, and why modeling your business after cross-industry examples can accelerate your growth. If you’re a healthcare provider, entrepreneur, or anyone looking to scale purposefully, this episode will give you the tools and confidence to market smarter, build your tribe, and design a business you love. Listen for practical insights you can implement right now to grow your service-based brand, clarify your positioning, and future-proof your operations.

Main Topics Covered:

• How AHP Integrative Health blends alternative and traditional medicine
• Krista’s shift from affordable care to integrative healing—rooted in her local Amish and farmer communities
• Managing growth: Stopping marketing, hiring challenges, and scaling responsibly
• Marketing strategies for niche medical practices (chronic Lyme expertise, multi-state reach)
• Leveraging business models from other industries (the “white label” approach)
• How to find and connect with mentors to model your business on success
• Outsourcing and “buying back your time” so you can focus on your strengths
• Overcoming limiting beliefs—owning your value as a provider
• Actionable next steps for medical entrepreneurs and business owners

Links to Additional Resources:

• AHP Integrative Health
• Books Mentioned: Buy Back Your Time by Dan Martell
• International Lyme and Associated Diseases Society (ILADS)
• Business Model Inspiration: What is White Labeling? (Investopedia)

Ready to create a more impactful, sustainable brand? Reflect on your business model, reach out to an industry mentor, and start taking small steps toward your vision today. If you enjoy the episode, share your favorite insight on social and tag us!

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 a service-based business or financial advisor looking to break through to your next level of growth—without losing what makes your work special? This week's episode of Cover Brand is for you. Debbie Huttner of Pearl Wealth joins Ethan Decker for a candid conversation about growing a high-trust business through reputation, authenticity, and the courage to simply ask for referrals from delighted clients. Discover how “branding” extends far beyond logos and colors—it's woven into every interaction, every touchpoint, and every reputation-building move you make. You’ll learn actionable strategies for leveraging your existing community, getting comfortable with outreach, and how subtle brand cues can elevate your premium service. Whether you’re aiming to attract high-net-worth clients or simply want to scale your impact, this episode delivers mindset shifts and practical tactics to help you succeed.

Main Topics Covered:

• The real definition of branding—and why it’s more than your logo
• Turning your reputation into a powerful growth engine
• How to leverage events, thought leadership, and simple outreach as effective marketing (without ever running a traditional ad)
• Moving beyond “asking feels awkward”—scripted steps to successfully ask for referrals
• Tactics for integrating the right “brand touches” into your client experience, from office ambiance to gifting
• Building ambitious (even “impossible”) growth goals—and breaking past hesitation to reach them

Links to Additional Resources:

• Pearl Wealth: Learn more about Debbie Huttner’s award-winning services
• The Science of Scaling: The book referenced by Debbie on setting ambitious goals

Ready to transform your reputation into rocket fuel for your business? Start by getting clear on your unique value—and take the next step to ask for those game-changing referrals. Want extra tips? Reach out at pearlwealth.net or connect with us via appliedbrandscience.com!

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.

When it comes to branding and marketing, are you getting lost in the latest TikTok craze or AI-generated hype? Or are you focused on the tried-and-true fundamentals that actually move the needle? In this must-listen episode, brand strategist Jonathan James joins Ethan Decker to unravel the science behind what makes brands truly memorable—and what you should STOP wasting your time on.

You’ll learn the difference between "Big B" brand and "little b" brand, why video testimonials can supercharge your growth, and how leveraging social proof transforms

skeptical buyers into loyal fans. From product strategy and pricing to champagne-fueled relationship-building, discover the essential branding moves you need to master in today’s complex landscape.

Whether you're leading a startup, scaling a mid-size company, or just want to get smarter about branding, this episode delivers actionable brand science you can use now to boost trust, credibility, and sales.

• Timeless branding principles vs. fleeting marketing trends
• The power of social proof & video testimonials in sales and brand trust
• "Big M" marketing vs. "little m" marketing—what really drives growth?
• Brand reputation: Why delivery trumps flashy ads
• How likability and storytelling can win you more business
• Personal branding: Using unique “calling cards” to stand out (champagne, chocolate & more)
• Tactical vs. strategic branding: Adapting to different business sizes and stages
• How word-of-mouth and earned media still outperform traditional comms

• Hybrency — Explore Jonathan James' strategic consulting services
• Champagne Strategy Podcast —Jonathan James' podcast on business, branding, and of course, champagne
• Book: "Influence: The Psychology of Persuasion" by Robert Cialdini
• Tony’s Chocolonely — The chocolate brand referenced in the episode

Ready to level up your brand with strategies that actually work? Take action now: audit your website for genuine social proof, revamp your client proposal process with testimonials, or pick a “signature” detail that sets you apart (just like champagne or chocolate!). And if your team is ready for real brand science training, visit appliedbrandscience.com for resources and more.

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.

Ready to separate branding fact from fiction? In this lively, insightful episode, Ethan Decker and special guest Charles Swann—founder of Forage—cut through the industry hype around AI, hyper-personalization, and what consumers actually want from brands. Learn the science behind authentic connections, why hyper-personalized ads might be hurting instead of helping, and the timeless power of marketing that speaks to values without over specification. Discover actionable strategies for creating content that resonates, stands out, and earns real trust in crowded digital spaces.

If you want to boost your brand’s impact, avoid common pitfalls, and future-proof your marketing with both the latest tools and timeless truths, this is an episode you can’t afford to miss.

• The classic and emotional power of cover songs (Johnny Cash’s "Hurt" and what makes a cover sticky)
• Introduction to Forage, a next-gen AI tool for social listening and cultural insight
• Why AI and hyper-personalization often miss the mark with real consumers
• The myth of "hyper-personalized ads" and what audiences truly value
• The power imbalance between brands and consumers in data usage
• Authenticity: why it’s more important than ever in the age of AI and influencer marketing
• Community-level vs. individual-level brand targeting strategies
• Practical examples of marketing missteps and successes—from influencers to merch to Super Bowl ads
• Key lessons on human cognition, intention, and the science of brand trust
• How to build brands that people want to engage with (and why most people still block ads)

• Cover Brand Covers playlist on Spotify – Listen to all the cover songs discussed in each episode
• letsforage.com – Learn more about Forage, Charles Swann’s culture and brand insights platform
• Charles Swann on LinkedIn – Follow for insights and updates
• Theory of Presentation of Self in Everyday Life by Erving Goffman

Are you ready to ditch tired marketing strategies and bring authentic, science-backed methods to your branding? Listen now to level up your understanding, connect with your audience like never before, and turn every interaction into a brand-building moment.

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.

Have you ever struggled to find the balance between hard data and creative intuition in your marketing decisions? In this episode of Cover Brand, Ethan Decker sits down with Daniel Rauchwerger, a Miami-based marketing strategist, to unpack one of the industry’s most timely dilemmas: when to trust your gut and when to rely on data. Together, they examine how expertise is built, why even so-called “experts” need to keep testing their instincts, and how embracing uncertainty can fuel better campaigns and brand growth. If you want to sharpen your decision-making and build healthier brand strategies, this conversation is packed with insights you can put into practice today.

Main Topics Covered:

• The search for creativity: How Daniel’s song quest mirrors the marketer’s journey
• Data vs. gut: Why confidence and certainty drive marketing choices
• Training your instincts: Developing expertise and avoiding intuition traps
• Lessons from campaign successes (and failures)
• Navigating risk in a competitive healthcare market
• Unpredictability in branding: Why marketing is harder than rocket science
• How to balance evidence and experimentation in ad campaigns
• Practical advice for young marketers entering the industry

Links to Additional Resources:

• Cover Brand Cover Songs Playlist on Spotify
• MarketersJudgmentAboutDBAs.pdf
• MarketersIntuitionAdEffectiveness-Hartnett2016.pdf
• Book: "Everything is Obvious" by Duncan J. Watts

Ready to build brand strategies on solid ground? Listen now to discover actionable ways to strengthen your instincts and leverage data for smarter marketing decisions. Check out the resources and start balancing your creative gut with evidence that delivers results.

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.