Ethan Decker
@ehdecker.bsky.social
Cheesesteak snob, brand science dork, adoptive dad, cocktail flunkie, fair-weather triathlete. AppliedBrandScience.com
Ever tried to explain your business and ended up saying, “You just have to see it”?
I chatted with Amy Biondo about marketing what people feel, not what they buy—aka, vibe marketing.
Turns out, the best brands sell an occasion, not a product.
Listen anywhere you pod.
#BrandScience #CoverBrand
I chatted with Amy Biondo about marketing what people feel, not what they buy—aka, vibe marketing.
Turns out, the best brands sell an occasion, not a product.
Listen anywhere you pod.
#BrandScience #CoverBrand
December 2, 2025 at 2:08 PM
Ever tried to explain your business and ended up saying, “You just have to see it”?
I chatted with Amy Biondo about marketing what people feel, not what they buy—aka, vibe marketing.
Turns out, the best brands sell an occasion, not a product.
Listen anywhere you pod.
#BrandScience #CoverBrand
I chatted with Amy Biondo about marketing what people feel, not what they buy—aka, vibe marketing.
Turns out, the best brands sell an occasion, not a product.
Listen anywhere you pod.
#BrandScience #CoverBrand
ONE bad datapoint is like a turd in a punchbowl: adding more good data just makes more turd punch.
If you have 3 variables you can measure to 5 decimal places, and one turd, then your whole model is as good as turd.
But 💩 X 74.2849 + 4.561 / e^3.746 still = 💩
If you have 3 variables you can measure to 5 decimal places, and one turd, then your whole model is as good as turd.
But 💩 X 74.2849 + 4.561 / e^3.746 still = 💩
December 1, 2025 at 4:16 PM
ONE bad datapoint is like a turd in a punchbowl: adding more good data just makes more turd punch.
If you have 3 variables you can measure to 5 decimal places, and one turd, then your whole model is as good as turd.
But 💩 X 74.2849 + 4.561 / e^3.746 still = 💩
If you have 3 variables you can measure to 5 decimal places, and one turd, then your whole model is as good as turd.
But 💩 X 74.2849 + 4.561 / e^3.746 still = 💩
HOW DOES ONE UPDATE THE SALES FUNNEL?
You know the funnel: awareness, consideration, purchase. It's a classic.
Give the new funnel a spin. It might re-tune your intuition about where to focus, what to do there, and how to measure success.
You know the funnel: awareness, consideration, purchase. It's a classic.
Give the new funnel a spin. It might re-tune your intuition about where to focus, what to do there, and how to measure success.
November 26, 2025 at 2:06 PM
HOW DOES ONE UPDATE THE SALES FUNNEL?
You know the funnel: awareness, consideration, purchase. It's a classic.
Give the new funnel a spin. It might re-tune your intuition about where to focus, what to do there, and how to measure success.
You know the funnel: awareness, consideration, purchase. It's a classic.
Give the new funnel a spin. It might re-tune your intuition about where to focus, what to do there, and how to measure success.
Professional ≠ boring.
This week on Cover Brand, I talk with Michele Blazier and Arissa Kirkland from Bishop Fox about when brands should drop the polish and show some personality.
Turns out, a little chaos can be good for business.
🎧 Listen anywhere you pod. #BrandScience #Authenticity
This week on Cover Brand, I talk with Michele Blazier and Arissa Kirkland from Bishop Fox about when brands should drop the polish and show some personality.
Turns out, a little chaos can be good for business.
🎧 Listen anywhere you pod. #BrandScience #Authenticity
November 25, 2025 at 3:08 PM
Professional ≠ boring.
This week on Cover Brand, I talk with Michele Blazier and Arissa Kirkland from Bishop Fox about when brands should drop the polish and show some personality.
Turns out, a little chaos can be good for business.
🎧 Listen anywhere you pod. #BrandScience #Authenticity
This week on Cover Brand, I talk with Michele Blazier and Arissa Kirkland from Bishop Fox about when brands should drop the polish and show some personality.
Turns out, a little chaos can be good for business.
🎧 Listen anywhere you pod. #BrandScience #Authenticity
Data, data, every where,
and not a thought to think.
We're awash in data and still thirsty for insight.
We're drowning in data and still can't connect cause & effect.
We're swimming in data and still can't craft a successful strategy.
Maybe it's not more data that we need.
and not a thought to think.
We're awash in data and still thirsty for insight.
We're drowning in data and still can't connect cause & effect.
We're swimming in data and still can't craft a successful strategy.
Maybe it's not more data that we need.
November 24, 2025 at 2:06 PM
Data, data, every where,
and not a thought to think.
We're awash in data and still thirsty for insight.
We're drowning in data and still can't connect cause & effect.
We're swimming in data and still can't craft a successful strategy.
Maybe it's not more data that we need.
and not a thought to think.
We're awash in data and still thirsty for insight.
We're drowning in data and still can't connect cause & effect.
We're swimming in data and still can't craft a successful strategy.
Maybe it's not more data that we need.
Marketing brief: “Make it edgy and for everyone.”
What could go wrong?
This week on Cover Brand Covers On Brand, Laura & I talk Therabody, creative chaos, & how brands can stand out without losing their cool.
🎧 Cover Brand Covers On Brand - wherever you pod.
#OnBrand #TeamRyan #TeamBianca
What could go wrong?
This week on Cover Brand Covers On Brand, Laura & I talk Therabody, creative chaos, & how brands can stand out without losing their cool.
🎧 Cover Brand Covers On Brand - wherever you pod.
#OnBrand #TeamRyan #TeamBianca
November 20, 2025 at 2:07 PM
Marketing brief: “Make it edgy and for everyone.”
What could go wrong?
This week on Cover Brand Covers On Brand, Laura & I talk Therabody, creative chaos, & how brands can stand out without losing their cool.
🎧 Cover Brand Covers On Brand - wherever you pod.
#OnBrand #TeamRyan #TeamBianca
What could go wrong?
This week on Cover Brand Covers On Brand, Laura & I talk Therabody, creative chaos, & how brands can stand out without losing their cool.
🎧 Cover Brand Covers On Brand - wherever you pod.
#OnBrand #TeamRyan #TeamBianca
DO NEW CATEGORIES FOLLOW BRAND LAWS?
F’rinstance, does a rapidly-changing, relatively-young category still adhere to the "laws of brand physics?"
=====
Get the brand science newsletter every week at AppliedBrandScience.com/SignUp
F’rinstance, does a rapidly-changing, relatively-young category still adhere to the "laws of brand physics?"
=====
Get the brand science newsletter every week at AppliedBrandScience.com/SignUp
November 19, 2025 at 6:28 PM
DO NEW CATEGORIES FOLLOW BRAND LAWS?
F’rinstance, does a rapidly-changing, relatively-young category still adhere to the "laws of brand physics?"
=====
Get the brand science newsletter every week at AppliedBrandScience.com/SignUp
F’rinstance, does a rapidly-changing, relatively-young category still adhere to the "laws of brand physics?"
=====
Get the brand science newsletter every week at AppliedBrandScience.com/SignUp
Ever try to nudge a client off vanity metrics—& realize your killer ROI graph is about as persuasive as a fax machine ad in 2024?
Learn about the psychology of data obsession, & why persuading with playfulness works better than pummeling with numbers.
Listen everywhere you pod. #CoverBrand
Learn about the psychology of data obsession, & why persuading with playfulness works better than pummeling with numbers.
Listen everywhere you pod. #CoverBrand
November 18, 2025 at 3:08 PM
Ever try to nudge a client off vanity metrics—& realize your killer ROI graph is about as persuasive as a fax machine ad in 2024?
Learn about the psychology of data obsession, & why persuading with playfulness works better than pummeling with numbers.
Listen everywhere you pod. #CoverBrand
Learn about the psychology of data obsession, & why persuading with playfulness works better than pummeling with numbers.
Listen everywhere you pod. #CoverBrand
"The reports of TV's death have been greatly exaggerated."
Plenty of evidence to refute this oft-said pablum.
And it's not so simple, either: is Cable "TV"? Is YouTube? Lots of people watch it on their home TVs, not just their phones.
++++
Subscribe at vist.ly/4etsd
Plenty of evidence to refute this oft-said pablum.
And it's not so simple, either: is Cable "TV"? Is YouTube? Lots of people watch it on their home TVs, not just their phones.
++++
Subscribe at vist.ly/4etsd
November 17, 2025 at 3:07 PM
"The reports of TV's death have been greatly exaggerated."
Plenty of evidence to refute this oft-said pablum.
And it's not so simple, either: is Cable "TV"? Is YouTube? Lots of people watch it on their home TVs, not just their phones.
++++
Subscribe at vist.ly/4etsd
Plenty of evidence to refute this oft-said pablum.
And it's not so simple, either: is Cable "TV"? Is YouTube? Lots of people watch it on their home TVs, not just their phones.
++++
Subscribe at vist.ly/4etsd
WHAT'S THE BEST "VALUE" IN INFLUENCERS?
+++++
Get these thingies sent to your inbox so you don't miss a single one at AppliedBrandScience. com/SignUp
+++++
Get these thingies sent to your inbox so you don't miss a single one at AppliedBrandScience. com/SignUp
November 13, 2025 at 3:07 PM
WHAT'S THE BEST "VALUE" IN INFLUENCERS?
+++++
Get these thingies sent to your inbox so you don't miss a single one at AppliedBrandScience. com/SignUp
+++++
Get these thingies sent to your inbox so you don't miss a single one at AppliedBrandScience. com/SignUp
Influencers are the local papers of the 21st century.
🔸 Tons of 'em.
🔸 Each have their own specific audience.
🔸 Mostly gotta work with 'em 1 by 1, tho there is increasingly consolidation.
🔸 And what they really get you is high-quality REACH.
🔸 Tons of 'em.
🔸 Each have their own specific audience.
🔸 Mostly gotta work with 'em 1 by 1, tho there is increasingly consolidation.
🔸 And what they really get you is high-quality REACH.
November 12, 2025 at 3:07 PM
Influencers are the local papers of the 21st century.
🔸 Tons of 'em.
🔸 Each have their own specific audience.
🔸 Mostly gotta work with 'em 1 by 1, tho there is increasingly consolidation.
🔸 And what they really get you is high-quality REACH.
🔸 Tons of 'em.
🔸 Each have their own specific audience.
🔸 Mostly gotta work with 'em 1 by 1, tho there is increasingly consolidation.
🔸 And what they really get you is high-quality REACH.
Ever try to explain your shiny new AI thing & watch eyes glaze over?
Yeah—same.
On Cover Brand, I talk with Joel Grabois of Blue Onion Media about Sweet Stack, a media brand that proves even tech needs syrupy simplicity.
AI’s a feature. Clarity’s the benefit.
Listen everywhere you pod. #CoverBrand
Yeah—same.
On Cover Brand, I talk with Joel Grabois of Blue Onion Media about Sweet Stack, a media brand that proves even tech needs syrupy simplicity.
AI’s a feature. Clarity’s the benefit.
Listen everywhere you pod. #CoverBrand
November 11, 2025 at 3:08 PM
Ever try to explain your shiny new AI thing & watch eyes glaze over?
Yeah—same.
On Cover Brand, I talk with Joel Grabois of Blue Onion Media about Sweet Stack, a media brand that proves even tech needs syrupy simplicity.
AI’s a feature. Clarity’s the benefit.
Listen everywhere you pod. #CoverBrand
Yeah—same.
On Cover Brand, I talk with Joel Grabois of Blue Onion Media about Sweet Stack, a media brand that proves even tech needs syrupy simplicity.
AI’s a feature. Clarity’s the benefit.
Listen everywhere you pod. #CoverBrand
Another friendly reminder that HOW YOU VISUALIZE DATA MATTERS.
Lots of headlines about how shocking it is that Virginia — which is soooo red — elected a blue governor from "just" the urban centers.
Well duh: that's where all the people are.
Lots of headlines about how shocking it is that Virginia — which is soooo red — elected a blue governor from "just" the urban centers.
Well duh: that's where all the people are.
November 7, 2025 at 3:07 PM
Another friendly reminder that HOW YOU VISUALIZE DATA MATTERS.
Lots of headlines about how shocking it is that Virginia — which is soooo red — elected a blue governor from "just" the urban centers.
Well duh: that's where all the people are.
Lots of headlines about how shocking it is that Virginia — which is soooo red — elected a blue governor from "just" the urban centers.
Well duh: that's where all the people are.
What happens when your brand mascot hits retirement age?
This week on Cover Brand Covers On Brand, Laura and I talk Doughboy, nostalgia, and how to make brand characters feel human (without losing the frosting).
🎧 Cover Brand Covers On Brand
#CoverBrand #OnBrand #TeamPyper #TeamBianca
This week on Cover Brand Covers On Brand, Laura and I talk Doughboy, nostalgia, and how to make brand characters feel human (without losing the frosting).
🎧 Cover Brand Covers On Brand
#CoverBrand #OnBrand #TeamPyper #TeamBianca
November 6, 2025 at 2:09 PM
What happens when your brand mascot hits retirement age?
This week on Cover Brand Covers On Brand, Laura and I talk Doughboy, nostalgia, and how to make brand characters feel human (without losing the frosting).
🎧 Cover Brand Covers On Brand
#CoverBrand #OnBrand #TeamPyper #TeamBianca
This week on Cover Brand Covers On Brand, Laura and I talk Doughboy, nostalgia, and how to make brand characters feel human (without losing the frosting).
🎧 Cover Brand Covers On Brand
#CoverBrand #OnBrand #TeamPyper #TeamBianca
Why do unpopular candies keep getting bought & handed out for Halloween?
I won't name names, but they're always the brands that ara left in the bowl, or uneaten, or taken in to the office.
One interesting reason people keep buying & handing out candy that few people want: the ABILENE PARADOX.
I won't name names, but they're always the brands that ara left in the bowl, or uneaten, or taken in to the office.
One interesting reason people keep buying & handing out candy that few people want: the ABILENE PARADOX.
November 5, 2025 at 3:07 PM
Why do unpopular candies keep getting bought & handed out for Halloween?
I won't name names, but they're always the brands that ara left in the bowl, or uneaten, or taken in to the office.
One interesting reason people keep buying & handing out candy that few people want: the ABILENE PARADOX.
I won't name names, but they're always the brands that ara left in the bowl, or uneaten, or taken in to the office.
One interesting reason people keep buying & handing out candy that few people want: the ABILENE PARADOX.
Think your market’s too crowded?
Spoiler: it’s not.
In this week’s Cover Brand, I talk with Julianna Strickland of Space Camp Organizing about the myth of saturation, charging what you’re worth, and why math beats panic every time.
#CoverBrand #brandscience #branding
Spoiler: it’s not.
In this week’s Cover Brand, I talk with Julianna Strickland of Space Camp Organizing about the myth of saturation, charging what you’re worth, and why math beats panic every time.
#CoverBrand #brandscience #branding
November 4, 2025 at 3:08 PM
Think your market’s too crowded?
Spoiler: it’s not.
In this week’s Cover Brand, I talk with Julianna Strickland of Space Camp Organizing about the myth of saturation, charging what you’re worth, and why math beats panic every time.
#CoverBrand #brandscience #branding
Spoiler: it’s not.
In this week’s Cover Brand, I talk with Julianna Strickland of Space Camp Organizing about the myth of saturation, charging what you’re worth, and why math beats panic every time.
#CoverBrand #brandscience #branding
"THE BEST CAR... TO HAVE SEX IN."
Brilliant little bit of film from @Jeep and Iliza Shlesinger.
Well done, Jeep. (And @Iliza.)
Brilliant little bit of film from @Jeep and Iliza Shlesinger.
Well done, Jeep. (And @Iliza.)
November 2, 2025 at 3:07 PM
"THE BEST CAR... TO HAVE SEX IN."
Brilliant little bit of film from @Jeep and Iliza Shlesinger.
Well done, Jeep. (And @Iliza.)
Brilliant little bit of film from @Jeep and Iliza Shlesinger.
Well done, Jeep. (And @Iliza.)
I know — me not in ORANGE?
And yet, I had to do it up right in yellow for the MOTH SAUSAGE shirt. Which is a fictional band I made this shirt for.
BTW:: the Applied Brand Science store is now OPEN:
AppliedBrandScience.com/science-af
And yet, I had to do it up right in yellow for the MOTH SAUSAGE shirt. Which is a fictional band I made this shirt for.
BTW:: the Applied Brand Science store is now OPEN:
AppliedBrandScience.com/science-af
November 1, 2025 at 2:07 PM
I know — me not in ORANGE?
And yet, I had to do it up right in yellow for the MOTH SAUSAGE shirt. Which is a fictional band I made this shirt for.
BTW:: the Applied Brand Science store is now OPEN:
AppliedBrandScience.com/science-af
And yet, I had to do it up right in yellow for the MOTH SAUSAGE shirt. Which is a fictional band I made this shirt for.
BTW:: the Applied Brand Science store is now OPEN:
AppliedBrandScience.com/science-af
GET YOUR brand ASSET IN GEAR.
If you don't have strong brand assets, MAKE 'em.
If you DO have strong brand assets, USE 'em.
(also, sign up for the brand science newsletter & never miss a beat:
AppliedBrandScience. com/SignUp )
If you don't have strong brand assets, MAKE 'em.
If you DO have strong brand assets, USE 'em.
(also, sign up for the brand science newsletter & never miss a beat:
AppliedBrandScience. com/SignUp )
October 31, 2025 at 2:07 PM
GET YOUR brand ASSET IN GEAR.
If you don't have strong brand assets, MAKE 'em.
If you DO have strong brand assets, USE 'em.
(also, sign up for the brand science newsletter & never miss a beat:
AppliedBrandScience. com/SignUp )
If you don't have strong brand assets, MAKE 'em.
If you DO have strong brand assets, USE 'em.
(also, sign up for the brand science newsletter & never miss a beat:
AppliedBrandScience. com/SignUp )
Your brief says: “Make it go viral.” Your soul says: Please no.
This week on Cover Brand Covers On Brand, Laura & I unpack what happens when Captain Morgan, the Super Bowl, & a doomed brief collide—& what it teaches us about real brand building.
#CoverBrand #TeamFreeze #TeamMustache
This week on Cover Brand Covers On Brand, Laura & I unpack what happens when Captain Morgan, the Super Bowl, & a doomed brief collide—& what it teaches us about real brand building.
#CoverBrand #TeamFreeze #TeamMustache
October 30, 2025 at 2:08 PM
Your brief says: “Make it go viral.” Your soul says: Please no.
This week on Cover Brand Covers On Brand, Laura & I unpack what happens when Captain Morgan, the Super Bowl, & a doomed brief collide—& what it teaches us about real brand building.
#CoverBrand #TeamFreeze #TeamMustache
This week on Cover Brand Covers On Brand, Laura & I unpack what happens when Captain Morgan, the Super Bowl, & a doomed brief collide—& what it teaches us about real brand building.
#CoverBrand #TeamFreeze #TeamMustache
What brand element makes the strongest first impression?
Like, in the first 2 seconds of your online ad, what brand asset packs the biggest punch?
Turns out the WORST thing you can do is just show your logo, which depressed brand awareness 30%! Or your brand name (-16%).
Ouch.
Like, in the first 2 seconds of your online ad, what brand asset packs the biggest punch?
Turns out the WORST thing you can do is just show your logo, which depressed brand awareness 30%! Or your brand name (-16%).
Ouch.
October 29, 2025 at 2:07 PM
What brand element makes the strongest first impression?
Like, in the first 2 seconds of your online ad, what brand asset packs the biggest punch?
Turns out the WORST thing you can do is just show your logo, which depressed brand awareness 30%! Or your brand name (-16%).
Ouch.
Like, in the first 2 seconds of your online ad, what brand asset packs the biggest punch?
Turns out the WORST thing you can do is just show your logo, which depressed brand awareness 30%! Or your brand name (-16%).
Ouch.
Most mascots = meh.
Geico’s gecko 🦎 & Aflac’s duck 🦆 = magic.
In this Cover Brand ep, I talk w/ Michele Blazier about Bishop Fox’s rebrand & why the real question isn’t mascot vs. human… it’s whether your brand has actual character.
🎧 Listen → vist.ly/4bzhb
Geico’s gecko 🦎 & Aflac’s duck 🦆 = magic.
In this Cover Brand ep, I talk w/ Michele Blazier about Bishop Fox’s rebrand & why the real question isn’t mascot vs. human… it’s whether your brand has actual character.
🎧 Listen → vist.ly/4bzhb
October 28, 2025 at 3:04 PM
Most mascots = meh.
Geico’s gecko 🦎 & Aflac’s duck 🦆 = magic.
In this Cover Brand ep, I talk w/ Michele Blazier about Bishop Fox’s rebrand & why the real question isn’t mascot vs. human… it’s whether your brand has actual character.
🎧 Listen → vist.ly/4bzhb
Geico’s gecko 🦎 & Aflac’s duck 🦆 = magic.
In this Cover Brand ep, I talk w/ Michele Blazier about Bishop Fox’s rebrand & why the real question isn’t mascot vs. human… it’s whether your brand has actual character.
🎧 Listen → vist.ly/4bzhb
WHY DOES THE BOTTLE MAKE THE BOOZE TASTE BETTER?
Like, why DOES packaging actually change our experience so much?
In this case, is a $1,300 bottle of Macallan 200th Anniversary really a mind-blowing dram?
Like, why DOES packaging actually change our experience so much?
In this case, is a $1,300 bottle of Macallan 200th Anniversary really a mind-blowing dram?
October 24, 2025 at 2:07 PM
WHY DOES THE BOTTLE MAKE THE BOOZE TASTE BETTER?
Like, why DOES packaging actually change our experience so much?
In this case, is a $1,300 bottle of Macallan 200th Anniversary really a mind-blowing dram?
Like, why DOES packaging actually change our experience so much?
In this case, is a $1,300 bottle of Macallan 200th Anniversary really a mind-blowing dram?
What does “authentic” even mean in the age of AI?
In this episode of Cover Brand, I sit down with longtime friend (and AI consultant) Carl Roose to tackle one of marketing’s most overused — and misunderstood — words: authenticity.
#CoverBrand #AI #authenticity #brandscience
In this episode of Cover Brand, I sit down with longtime friend (and AI consultant) Carl Roose to tackle one of marketing’s most overused — and misunderstood — words: authenticity.
#CoverBrand #AI #authenticity #brandscience
October 21, 2025 at 2:08 PM
What does “authentic” even mean in the age of AI?
In this episode of Cover Brand, I sit down with longtime friend (and AI consultant) Carl Roose to tackle one of marketing’s most overused — and misunderstood — words: authenticity.
#CoverBrand #AI #authenticity #brandscience
In this episode of Cover Brand, I sit down with longtime friend (and AI consultant) Carl Roose to tackle one of marketing’s most overused — and misunderstood — words: authenticity.
#CoverBrand #AI #authenticity #brandscience
Making "discount" look “designer” is harder than it sounds.
This week Laura Dodds and I break down Jimmy Fallon’s 𝑶𝒏 𝑩𝒓𝒂𝒏𝒅 — and what happens when Marshalls tries to walk the premium/value tightrope.
Cover Brand Covers On Brand - where you pod.
#CoverBrand #brandscience #branding
This week Laura Dodds and I break down Jimmy Fallon’s 𝑶𝒏 𝑩𝒓𝒂𝒏𝒅 — and what happens when Marshalls tries to walk the premium/value tightrope.
Cover Brand Covers On Brand - where you pod.
#CoverBrand #brandscience #branding
October 17, 2025 at 2:08 PM
Making "discount" look “designer” is harder than it sounds.
This week Laura Dodds and I break down Jimmy Fallon’s 𝑶𝒏 𝑩𝒓𝒂𝒏𝒅 — and what happens when Marshalls tries to walk the premium/value tightrope.
Cover Brand Covers On Brand - where you pod.
#CoverBrand #brandscience #branding
This week Laura Dodds and I break down Jimmy Fallon’s 𝑶𝒏 𝑩𝒓𝒂𝒏𝒅 — and what happens when Marshalls tries to walk the premium/value tightrope.
Cover Brand Covers On Brand - where you pod.
#CoverBrand #brandscience #branding