SBP 065: 100% Brand Loyalty Is Not Normal. With Ethan Decker.

Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth?

In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success.

Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth.

Don't forget, tune into the post-pod with Marc and V!

Our Guest:

Ethan Decker

https://www.linkedin.com/in/ehdecker/

Founder & President of Applied Brand Science

https://appliedbrandscience.com/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

0:44 - Introduction to Ethan

2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2

7:02 - 2 reasons why we have the wrong ideas

8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts

11:30 - Your customers rarely think of you

15:05 - Do generational personas even exist?

18:50 - Your customers aren’t different from your competitor's customers

21:30 - Your loyal customers are likely just heavy buyers in the category

22:23 - I. Hate. Loyalty.

24:24 - How to change beliefs about loyalty

28:02 - Data science isn’t the same thing as science

31:51 - Do you know the frequency distribution of your customers?

33:19 - The Taylor Swift of brand laws

35:46 - The Buyer Banana Curve

38:13 - Why light buyers and non-buyers matter to your business

41:01 - Why team-based learning is so critical

44:02 - Introducing the FRELK - why a quirky logo matters

47:10 - The 4 stages of brand grief

51:19 - Why creativity is critical to applying scientific laws in your business

1:01:51 - 3 ways to start using these laws

1:05:37 - How to find out more about Ethan and Applied Brand Science

1:06:56 - The post-Pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

Background Links

Ehrenberg-Bass Institute's publications https://marketingscience.info/books/

Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett

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