What if the reason your marketing isn't landing isn't your message — it's that you're still treating people like targets instead of humans?
In this episode of Cover Brand, Ethan Decker welcomes back Chelsea Burns, brand ethicist and relational psychologist at The Marketing Psychologist. Chelsea's work sits at the intersection of consumer neuroscience, relational psychology, and ethical influence — and she's got a bone to pick with the way business strips the human out of everything, starting with the word \"leads.\" Together, Ethan and Chelsea explore why 95% of brand decisions happen underground, why trust is never a checkbox, and what it actually takes to build a brand people don't just buy from — but belong to.
If you've ever wondered why your customers say one thing and do another, or why a brand that seemed bulletproof can lose its audience almost overnight, this episode will reframe how you think about the relationship between brand and buyer.
Main Topics Covered
Additional Resources
Your buyers are not making rational decisions in a spreadsheet. They're running on leaky, lazy brains, shaped by emotion, context, and whether your brand makes them feel like the person they're trying to become. Build for that. Subscribe to Cover Brand for more insights into the world of branding and marketing, and head over to appliedbrandscience.com to dig deeper into the science behind what actually drives brand growth.
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