Cover Brand

Confused about branding or think it’s only for consumer giants? In this episode of Cover Brand, Ethan Decker welcomes Perry Maughmer, an experienced Vistage chair, to break down the real-world impact of brand science for leaders of growing organizations. Discover why your first brand campaign should always be internal, how to translate your company’s core beliefs into concrete behaviors, and why even B2B businesses can’t overlook the power of clear, consistent branding. Perry and Ethan share stories, actionable strategies, and a few surprising insights—for example, why the kind of coffee you serve can reinforce your reputation, and how branded experiences go far beyond marketing materials.If you're a business owner, team leader, or marketer wanting to reduce organizational friction, attract top talent, and fuel growth with more intentional branding, this episode is your roadmap to measurable results.Main Topics Covered:Why branding is more than just a logo—how it's rooted in daily behaviors and internal cultureThe value of "brand science" and how data-driven insights shift branding from guesswork to ROIHow small and midsize businesses (especially B2B) can leverage internal branding for growthThe critical importance of internal alignment before launching any external marketing campaignTangible ways to express your brand—from truck wraps to employee onboarding and company eventsHow to connect your brand with both employees and customers for a cohesive reputationThe overlooked ROI of consistent, intentional branding in hiring, retention, and client trustPractical steps for leaders to identify, clarify, and amplify their true brandVistage: Learn about peer advisory groups for business leadersListen to the Potential Leader Lab Podcast by Perry and explore his website.Ready to turn your company’s DNA into a powerful growth tool? Start by clarifying your internal brand. Audit your current behaviors—what’s aligned, what needs work, and where are you missing out on simple ways to reinforce your reputation? If you need a sounding board, brands like yours can benefit tremendously from outside perspective—don’t hesitate to consult an expert and set your business up for measurable growth.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

If you’ve ever wondered how to differentiate your brand in a crowded (or even overlooked) market, this episode of Cover Brand is a must-listen. Ethan Decker sits down with Lili Siegelson, founder of Gelt+Glow, a bold new brand shaking up the Hanukkah gift-giving scene. Lili shares how spotting a gap in the market—lackluster Hanukkah wrapping paper—sparked her entrepreneurial journey, as well as the realities and rewards of launching a seasonal business.Ethan offers actionable advice on how and when to market seasonal products, the importance of distribution and retailer partnerships, and why “being top-of-mind” trumps any elaborate customer relationship during the busy season. Whether you’re building a holiday-only product or want to understand the psychology behind why customers choose brands they simply know, this episode delivers tangible tips to help you stand out and boost your brand visibility when it matters most.Main Topics Covered:The inspiration behind Gelt+Glow: Filling the Hanukkah gifting gapHow to brand seasonal products with style, chutzpah, and relevanceThe importance of timing and focused marketing for seasonal brandsWhy distribution partnerships can be more impactful than year-round advertisingThe power of "mere familiarity": How brand awareness shapes customer choicesTactical steps for new entrepreneurs—from manufacturing to retailer outreachNavigating small markets with niche, high-impact productsGelt and Glow - Shop Hanukkah WrappingReady to make your brand breakthrough during the holiday rush? Don’t miss the actionable insights from Lili Siegelson’s journey with Gelt+Glow—perfect for entrepreneurs looking to make their mark in ANY seasonal market. For more branding wisdom and marketing tactics, listen now and equip yourself for standout success.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 editing with human eyes, ears and hands. Produced by BiCurean.com

Are you a small business or startup fighting for visibility against big, established brands with deep pockets? In this inspiring episode of Cover Brand, host Ethan Decker sits down with branding pro T Strickland of Zocco Print and Promo to dig into three powerful strategies every challenger brand can use to win. T shares her journey from agency life to launching a family-run merch business, as she and Ethan explore how to amplify word-of-mouth, focus on micro-markets, and create memorable personal touches that set your brand apart—strategies big companies simply can't replicate. Whether you’re looking to boost your brand awareness or attract loyal customer advocates, this episode is packed with real talk and practical advice to help you punch above your weight and claim your own corner of the market. Perfect for entrepreneurs, small business owners, and anyone interested in effective grassroots marketing and authentic brand building.Main Topics Covered:T’s journey from agency life to launching Zocco Print and PromoThe “95-5 Rule”: Why most of your audience isn’t ready to buy—and how to stay top of mind anywayBecoming a big fish in a small pond: The power of niche and local focusTurning word-of-mouth into your most effective growth engineServing a specific industry or community to accelerate referrals and reputationDelivering “unfair” personal touches that create brand loyalty and differentiationUsing thank you gifts, personalized outreach, and attentive service to outshine the big playersExamples of real small businesses making these strategies workZocco Print and Promo – Explore T’s print and promo offerings (for inspiration and services)Ready to make your small brand the talk of your market? Start by narrowing your focus, building authentic relationships, and playing to your unique strengths. Try one of these “unfair” strategies to stand out in your industry. Then share your wins with us—let’s grow together!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

Are you struggling to set yourself apart in a world where fitting in feels like the safest bet? This episode of Cover Brand is your guide to breaking free from blandness and forging a personal brand that truly reflects who you are. Ethan Decker is joined by Anne Macomber, who shares her experience coaching students on how to lean into what makes them unique, even as they navigate the traditional expectations of the corporate world.You’ll discover why “being more you” is your superpower, learn how to consciously shape your professional image, and get tips on committing fully to your personal “bit”—the traits and quirks that set you apart. Whether you’re a student, a young professional, or rethinking your brand at any stage of your career, this conversation will help you build a career (and a life) that feels authentic and exciting.Listen now and start building a reputation that does the talking for you!Main Topics Covered:The true definition of a personal brand: reputation, not just self-promotionWhy authenticity is your greatest asset in career developmentThe power of “spiky parts”—owning your unique combination of strengthsConscious branding: crafting your image while staying true to yourselfTips on balancing self-expression with professionalismThe importance of audience: adapting your personal brand for different settingsActionable advice and exercises for discovering your brand (including the StandOut Assessment and feedback from friends)Links to Additional Resources:Marcus Buckingham's StandOut AssessmentStrengthsFinder by GallupApplied Brand Science BlogReady to discover and commit to your bit? Start by identifying your unique strengths using a self-assessment tool or by asking close friends what makes you stand out. Remember: authenticity wins in the long run. Need support? Visit appliedbrandscience.com for more science-backed insights on branding!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.Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Are your brand values more than just words on a wall? In this episode of Cover Brand, host Ethan Decker sits down with expert Steve Morris to discuss the significance of brand values in cultivating an authentic business identity. Discover the techniques that Steve employs to guide clients toward defining and living their core values, turning abstract concepts into powerful, tangible actions. From hiring practices to recognizing employee achievements, learn how to weave your brand's core principles into every facet of your business. If you're striving to align your company's culture with its public image for greater impact, this episode is your roadmap.Bullet Points of Main Topics:Introduction to Steve Morris and his work in brandingThe importance of defining core brand valuesPractical exercises for identifying and embodying brand valuesThe concept and application of the ladder of abstractionIntegrating values into hiring, reviews, and recognitionsReal-world examples and stories from companies like Nike and NordstromStrategies for creating a consistent brand cultureLinks to Additional Resources:Learn more about EOS:: EOS WorldwideElevate your brand's authenticity today. Consider how the ladder of abstraction and concrete examples can transform your abstract values into tangible behaviors. Engage your team in identifying stories and actions that embody your brand's essence, and redefine your business identity from the inside out.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 editing with human eyes, ears and hands. Produced by BiCurean.com

In the world of branding and marketing, staying top of mind is crucial, especially with lengthy sales cycles. Join Ethan Decker and Steven Bell on this episode of Cover Brand to explore an unexpected yet effective strategy: using high-quality merch to maintain a delightful presence with your prospects. Delve into real-life examples from branding giants like Coca-Cola and insightful tips on how to create merch that people love, not just accept. This episode is your guide to building innovative and lasting connections without irritating your clients. Discover how memorability and charm can transform your business relationships and lead you towards successful engagement.Main Topics:Challenges of long sales cycles for small businessesLessons from Coca-Cola’s branding strategyThe pitfalls of spammy reminders and how to avoid themWhy quality merch makes a differenceEthan's creative branding approach with unconventional logosLeveraging creativity for memorable impressionsBalancing cost and value in promotional itemsLinks to Additional Resources:Applied Brand Science Website: appliedbrandscience.comElevate your brand's memorability and avoid the digital noise by investing in quality, creative merchandise. Follow the expert insights from Ethan Decker and Steven Bell to transform your marketing strategy and foster client connections that last.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 editing with human eyes, ears and hands. Produced by BiCurean.com