Cover Brand

Are you obsessed with finding the perfect tagline for your business—or not sure if you even need one? Join branding expert Ethan Decker and guest Jenny Desmond, founder of Vive Mas Tours, for an energetic conversation about what makes a tagline work. Discover why most taglines fail, which literary tricks make phrases stick, and how to create messaging that your audience will actually use to describe your brand. Jenny shares the specific branding challenges she faced while expanding from Cuba to Colombia, and Ethan gives actionable advice for creating a tagline that not only explains your business but inspires word-of-mouth. Tune in and walk away with a toolkit of creative, fun, and scientific branding solutions designed to make your company unforgettable.Main Topics Covered:The importance (and limitations) of taglines in brandingKey elements that make a tagline memorable and effectiveBranding challenges of expanding into new markets (Cuba to Colombia)Targeting a niche audience—travel for 55+ adventurersUsing literary devices (rhyme, alliteration, couplets) to craft sticky taglinesReal-world examples of famous taglines (FedEx, Taco Bell, Arby’s, Band-Aid)Why getting feedback from real customers is essential to messagingCreative brainstorming tips for developing your brand’s taglineBalancing explanation and creativity in messagingEncouragement to test and revise taglines with your audienceLinks to Additional Resources:Vive Mas Tours – Learn more about Jenny's cultural and birdwatching toursArby’s “We Have the Meats” Campaign – Iconic tagline inspirationReady to create a tagline that truly works for your business? Share your favorite takeaways from this episode and brainstorm your next big tagline. Invite real customers to join the process—and remember, sometimes all it takes is a mojito and a fresh playlist to spark your best ideas.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 make your brand stand out in today’s noisy digital landscape? Join Ethan Decker and guest Laura Diral as they dive into the art and science of brand salience—how to rise above the competition and capture attention, even if your product isn’t flashy. Laura shares firsthand experience managing social media for an IT company and her surprising inspiration from fashion brands. Ethan provides actionable tips for B2B marketers, including using entertainment, humanized content, and sticky creative ideas to create memorable campaigns. If you want to learn how to turn your social media and content strategy into a powerful vehicle for awareness and recall, this episode will inspire you to think differently—and start seeing results. Perfect for marketers, entrepreneurs, and anyone in need of a salience boost!Main Topics Covered:Why brand awareness and salience are essential for growthRethinking the traditional marketing funnel in the age of content overloadCreative approaches to stand out in B2B industriesBorrowing strategies from fashion and entertainment to make brands “sticky”The importance of consistency in branding elements (logo, color, character)Using opposites and humor as memorable campaign ideasBalancing relevance and memorability in marketing communicationsBuilding brand equity over timeLinks to Additional Resources:Geico’s Gecko Campaign – Example mentioned in the showMissoni Official Site – Fashion as inspirationReady to elevate your brand? Put these creative ideas into action to boost your brand’s salience and turn awareness into long-term success. Experiment with memorable content and consistent branding, and don’t be afraid to borrow from outside your industry. For more inspiration, visit appliedbrandscience.com and join our community of brand builders.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

In the On Brand season finale, contestants pitch campaigns for Therabody, rebranding the percussive massage gun for a broader audience beyond athletes. The challenge: make it “edgy, fun, and for everyone.” The result: creative panic, moaning sound effects, and a few genuinely insightful lessons about audience, positioning, and tone.Ethan and Laura break down what this episode teaches about the messy intersection of art and science in branding—how clarity beats cleverness, how risk creates attention, and how even the best ideas can wobble when the brief (or the nerves) go sideways.Main Topics Covered:When “edgy” really means “please get attention without scaring us”How Theragun became Therabody—and why names matterWhat happens when contestants mix two good ideas into one messy pitchWhy funny ≠ effective (and how tone changes brand meaning)Sonic branding: why your tagline has to be heard, not just readThe tension between creative freedom and client controlWhy Bianca’s stress-relief concept worked—and what it teaches about universalityFinal thoughts on the On Brand season: what TV got right (and wrong) about marketingPremium Stickiness Award:“Stress Will Find a Way Out.”A clever, human truth—stress will find an outlet. It’s just better if it’s a massage gun, not your coworker’s laptop.Tune in for the finale episode of Cover Brand Covers On Brand, where Ethan and Laura mix brand science with a splash of reality TV chaos. Subscribe wherever you get your podcasts, and send your favorite campaign from the season to info@appliedbrandscience.com for a shot at some Applied Brand Science merch.Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com#TeamBianca #TeamRyan

Curious about how the world’s most buzzworthy trends explode overnight—or why your brand messaging sometimes falls flat? In this episode of Cover Brand, Evante Daniels joins host Ethan Decker for a thought-provoking exploration of brand science and the hidden forces driving success in today’s marketing landscape. Unpacking real-world examples—from Kelly Clarkson’s powerhouse covers to the seismic shifts in DEI and ESG—Evante reveals how intention, context, and even our nervous systems shape the popularity and effectiveness of brands.Whether you’re a marketer, business owner, or trend-watcher, you’ll learn how to go beyond “guesswork” by applying data-driven, neuroscience-backed strategies to your campaigns. Discover why understanding context is crucial, how cultural trends cascade through networks, and how to create unforgettable, human-centric brand experiences. Perfect for anyone ready to elevate their impact and harness the science behind what truly moves people.Main Topics:Why Kelly Clarkson’s cover of Billie Eilish’s “Happier Than Ever” goes viral—lessons in audience connection and vocal powerThe explosive rise (and retreat) of DEI and ESG in business: tracing cultural shifts through neuroscience and trend analysisInside Seeqer: Applying intelligence, quantum physics, and human factors to brand strategyHow context—not just content—determines which ideas and campaigns succeedThe power of nervous system entrainment: synchronizing experiences for supercharged brand engagementRedesigning events and ads with neuroscience—how “the vibe” trumps traditional messagingTactical tips: creating brand experiences that foster community, joy, and lasting influenceLinks to Additional Resources:Seeqer: Intelligence FirmEvante Daniels on LinkedInBlackRock ESG Integration StatementReady to transform your brand strategy with science, context, and that “it factor” that sparks real connection? Dive into this episode to learn how you can decode trends, leverage neuroscience, and build messaging that resonates—body and mind. Don’t miss Evante’s insider tips to make your brand unforgettable!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

What do you do when your client wants a viral digital series—but actually just wants expensive commercials? This week, Ethan and Laura break down On Brand Episode 7, where KitchenAid challenges contestants to create a digital campaign for their new KitchenAid Go cordless appliances. The duo explores the brand science behind product positioning, the power (and peril) of iconic products, and why understanding your audience and occasion matters more than any brief.They dive into how brand storytelling can go wrong when clients confuse entertainment with advertising, how pressure stifles creativity, and what KitchenAid’s “No Cords Attached” challenge teaches marketers about staying grounded in audience truth.Main Topics Covered:The double-edged sword of iconic products like the KitchenAid stand mixerWhy “cordless” isn’t always the benefit you think it isThe difference between occasions and demographics when defining a marketHow to handle clients who ask for what they don’t actually wantThe danger of confusing brand storytelling with product placementWhy psychological safety beats panic for creative performanceThe art of winning over clients (without “pushing back”)When good ideas die because the client or culture isn’t readyWhat Jennifer Garner taught us about brand fluency and the value of a good spokespersonPremium Stickiness Award: “Unplugged and Unleashed.”It wasn’t the perfect pitch, but it nailed the insight: freedom is the fantasy. Even when your product’s power source changes, your story still has to plug into something human.Tune in for a lesson in brand briefs, client psychology, and the fine line between “digital series” and “expensive ads.” Subscribe to Cover Brand wherever you get your podcasts, and follow this special On Brand mini-series as Ethan and Laura decode the weird, wild world of reality TV marketing.Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com#TeamBianca #TeamPyper

Ready to turn your creative skills into a thriving business? In this episode of Cover Brand, host Ethan Decker chats with multi-talented musician and vocal coach Amy Biondo about personal branding, crafting a unique market position, and strategies that make your service irresistible to high-end clients.Discover why selling an experience is more powerful than selling a product, how to identify and own your perfect "occasion," and what you can borrow from the world’s luxury brands—even if you’re a small-scale performer, service provider, or entrepreneur. Amy reveals the branding challenges and wins from her own career (including a clever approach to set apart her duo), while Ethan digs deep into marketing psychology, tiered positioning, and creating word-of-mouth magic. Whether you’re a musician, creative, or freelancer, you’ll walk away with practical steps to help you become the go-to name in your niche.Main Topics CoveredKeys to crafting an irresistible personal or business brand“Vibe marketing” and selling experiences – not just servicesDeciding on a niche and using “occasion-based” marketingBranding lessons from luxury brands and high-end hospitalityCreating client-focused messaging to spark imagination and bookingsNaming, logos, and promotional strategies that stickBuilding word-of-mouth and making it easy for fans to share your storyLinks to Additional ResourcesCoverBrand Covers – Official Spotify Playlist (For all cover songs mentioned on the podcast)Amy Biondo’s Website & MusicInspired to elevate your brand? Start by mapping out the key occasions or experiences that make your work unique, then identify what high-end brands are doing and “steal their playbook.” Step into your premium positioning, create a simple and powerful handout, and ask your happiest clients to spread the word. 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.

What happens when you’re tasked with “making the Doughboy relevant again”? In this episode, Ethan and Laura unpack the Pillsbury challenge from On Brand, where contestants must introduce the classic mascot to a “new generation of bakers.” The duo dives deep into the science of brand mascots—what makes them memorable, how they evolve, and why some (like the Duolingo Owl) thrive by going full chaos while others play it too safe.They also explore how brand characters work as mental shortcuts in consumer brains, why over-sanitizing your mascot kills storytelling, and what happens when a brief asks for “everything, everywhere, all at once.”Main Topics Covered:The brand science of mascots: consistency, storytelling, and emotional cuesWhy old mascots can (and should) appeal to young audiencesThe risk and reward of killing—or reviving—your mascot (RIP Mr. Peanut)The importance of giving characters character—conflict, flaws, and stakesDuolingo Owl vs. Doughboy: chaos vs. comfortWhen briefs go rogue: the danger of asking for a “small activation” that’s secretly a global campaignThe perils of bad focus groups and why marketers shouldn’t count votes in a room of 10“New generation of bakers”—what that really means (and doesn’t)How “There’s Dough Place Like Home” rebrands nostalgia for modern audiencesPremium Stickiness Award: “There’s Dough Place Like Home.”Simple, nostalgic, and just clever enough to work. It’s not reinvention—it’s reinforcement. Proof that even 60-year-old mascots can stick if you give them a little story and a lot of heart.Tune in for a deep dive into brand mascots, modern marketing myths, and the fine art of keeping your brand fresh without throwing out what makes it lovable. Subscribe to Cover Brand wherever you get your podcasts—and keep following our On Brand mini-series for more reality TV, real lessons, and just the right amount of brand nerdiness.Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

Is showing your brand’s “behind the scenes” essential to business success—or just a passing trend? On this episode of Cover Brand, host Ethan Decker sits down with Bishop Fox’s Michele Blazier and Arissa Kirkland for a lively discussion at the crossroads of authenticity, professionalism, and marketing effectiveness. They dive into real-world examples, from Taylor Swift’s unfiltered album documentaries to the disciplined polish of iconic brands like Nike and Prada.If you’re wondering whether your company should pull back the curtain and get real with your audience, you’ll gain actionable insight on what works (and what doesn’t!) for B2B and B2C brands alike. This episode will help you determine when to leverage raw, human storytelling versus when to maintain a refined, polished image—plus how to test what feels right for your customers. Tune in to learn how to make your brand both memorable and trustworthy.Main Topics CoveredThe pros and cons of behind-the-scenes content for brandsAuthenticity vs. professionalism: Striking the right balanceAre “unfiltered” moments a must-have or a marketing lever?Real-world brand case studies: Taylor Swift, Nike, Salesforce, Prada, FentyHow to decide if less-polished content fits your brand and audienceThe importance of getting feedback and testing new content formatsThe role of consistency and authenticity in brand marketingKey marketing “laws” and “levers” to help your business growLinks to Additional ResourcesBishop FoxTaylor Swift – Folklore DocumentaryNike’s 2023 Super Bowl AdSalesforce BrandingReady to level up your brand strategy? Try experimenting with authentic, behind-the-scenes content—and measure your audience’s response. Think about where your brand sits on the spectrum between raw storytelling and polished professionalism, then test what resonates. Want expert help? Head over to appliedbrandscience.com to dive deeper into proven brand science principles!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 this week’s On Brand breakdown, Captain Morgan’s marketing team throws down one of the toughest challenges yet: make a Super Bowl campaign that will go viral nearly a year in advance. Ethan and Laura dive into why this kind of brief sets creatives up for chaos, and how understanding your audience—what they drink, where they watch, and how they connect—makes all the difference.They also break down brand science lessons around distinctiveness, consistency, and creative stretch:Why Captain Morgan’s mustache might not be as iconic as they think (but could be)How viral marketing myths still haunt brand teamsThe psychology of “big ideas” that expand across channels and cultureAnd what makes a campaign truly sticky—not just loud.Main Topics Covered:Why “make it viral” is a creative nightmareHow research (or lack of it) shapes good briefsThe reality of Gen Z drinking habits and media behaviorUnderstanding brand assets: what’s truly distinctive vs. what’s wishful thinkingHow the best ideas grow “legs” and evolve across touchpointsLessons from Captain Morgan, Diageo, and KFC on risk, timing, and creativityPremium Stickiness Award: “Captain… Morgan.”A simple, shoutable call-and-response that anyone can play—fun, familiar, and flexible. Sometimes the stickiest ideas are the ones you already know how to do.Listen for a crash course in briefs, branding, and the beautiful disaster of trying to go viral on purpose. Subscribe to Cover Brand wherever you get your podcasts, and keep following the On Brand mini-series as we turn marketing chaos into brand science clarity.Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com#TeamFreeze #TeamMustache