Episode Details

Sponsored by CleverCat Marketing

What do toilet paper, jazz, and brand loyalty have in common? In this episode of Conversations with Rich Bennett, Ethan Decker reveals the surprising science behind how brands grow—and why small businesses struggle more than they think. From the Double Jeopardy Law to marketing myths that refuse to die, this is a must-listen for anyone who wants to build a brand that actually sticks.

Guest: Ethan Decker

Ethan Decker, Ph.D., is a brand strategist, marketing scientist, and founder of Applied Brand Science. With a background in urban ecology and complexity theory, Ethan brings a rare mix of scientific rigor and creative flair to the world of branding. He’s worked with global giants like Nike, Discovery Channel, and Gillette, helping them uncover what really drives customer behavior.

Main Topics:

·         Ethan Decker’s transition from urban ecologist to marketing scientist

·         The concept and implications of the Double Jeopardy Law in branding

·         Why small brands often struggle with loyalty and repeat purchases

·         Common marketing myths, including the cost of acquiring vs. retaining customers

·         The importance of simplicity, memorability, and constant brand exposure

·         Real-world examples of brand strategy done right (e.g., Discovery Channel, Charmin)

·         Tips for small businesses to effectively grow and market their brand

·         The role of humor, personal connection, and distinctiveness in brand identity

Resources mentioned:

People & Guests:

• Ethan Decker, Ph.D. (Guest)
• Rich Bennett (Host)
• Mike Rowe
• Steve Irwin
• Gary Vaynerchuk (Gary Vee)
• John Taffer (Bar Rescue)
• Mr. Whipple (Charmin mascot)

Brands & Businesses:

• Applied Brand Science (Ethan Decker’s company)
• Charmin
• Gillette
• Ford
• Mini Cooper
• Toyota
• Tesla
• Papa John’s
• Nike
• Discovery Channel
• Unilever
• Tide
• Gain
• Axe
• Duracell
• Naked Juice
• Kellogg’s
• Whirlpool
• La-Z-Boy
• Starbucks
• IKEA

Platforms & Media:

• TEDx
• SSW (event/conference)
• Google
• Facebook
• Twitter (X)
• Instagram
• YouTube

Marketing Concepts:

• Double Jeopardy Law
• Brand science
• Data science
• Marketing science
• Loyalty vs. acquisition
• Brand attribution
• QR code marketing

Websites:

• Applied Brand Science – https://appliedbrandscience.com/
• CleverCat Marketing - https://clever-cat.com/

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