{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/677f3ca2172a299f3199e450/6a7a7d01446de273c01bf476?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Rain Doesn't Fall Up","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/677f3ca2172a299f3199e450/1786412271734-c63b8f7e-6d87-4484-bb33-ce875c24dc8e.jpeg?height=200","description":"<p>Laura Coblentz spent 25 years building other people's skincare and wellness brands. Now she’s building her own and it’s a whole different experience.&nbsp;</p><p><br></p><p>In this episode, Ethan and Laura get into what a $50 billion category taught her about not marketing to insecurity and why the way you say something might matter more than what you're actually saying. There's a chocolate bar, a duck, and a hard truth about apple trees.</p><p>Oh, and stick around for the frog with antlers.</p><p><br></p><p><strong>Main Topics:</strong></p><ul><li>Why marketing your own brand is nothing like marketing someone else's</li><li>The skincare industry's favorite move, and why Laura refuses to make it</li><li>A double jeopardy problem, explained with a chocolate bar</li><li>The \"apple tree\" mistake founders make when they think they've maxed out their market</li><li>One simple test for figuring out if your message actually works</li><li>What a duck can teach you about saying the same thing differently</li><li>Why the frog with antlers might be doing more for a brand than its whole positioning statement</li><li><br></li></ul><p><strong>Cover Song:</strong> \"Need You Tonight\" — Bonnie Raitt (originally INXS)- https://open.spotify.com/track/5e3srnPnOLG4jprfsDO6mH?si=e6931e32bb634ee4</p><p><br></p><p><strong>Links to Additional Resources:</strong></p><ul><li>Caraline Skincare: <a href=\"http://caralineskin.com\" rel=\"noopener noreferrer\" target=\"_blank\">Caralineskin.com</a>&nbsp;</li><li>Caraline Skin on Instagram, Facebook, and TikTok</li><li><a href=\"http://appliedbrandscience.com\" rel=\"noopener noreferrer\" target=\"_blank\">appliedbrandscience.com</a>: for more on double jeopardy and brand science principles</li></ul><p><br></p><p>Tune in if&nbsp; you're building your own brand for the first time or wondering whether your \"niche\" is actually a limitation. Subscribe to Cover Brand for more, and head to appliedbrandscience.com to dig deeper into the science behind the stories.</p><p><br></p><p><em>Produced by </em><a href=\"https://www.bicurean.com/\" rel=\"noopener noreferrer\" target=\"_blank\"><em>BiCurean.com</em></a></p><p><br></p>","author_name":"Ethan Decker"}