Latest posts tagged with #brandscience on Bluesky
The green mermaid has almost nothing to do with coffee.
That’s why it works.
Buyers don’t store arguments.
They store cues.
Most brands try to persuade in the moment of purchase.
Strong brands build memory long before that moment arrives.
#BrandScience #Marketing #DistinctiveAssets
Most marketing debates aren’t about creative.
They’re about assumptions.
People buy repertoires.
They know shockingly little about most brands.
They spend most of their lives not shopping.
If your questions ignore that, your insights will too.
Start with buyer reality.
#BrandScience
We kept noticing how often luxury shows up as restraint, not excess.
Less noise. Fewer steps. More memory.
Harder to do than it looks.
#BrandScience #Marketing #BrandExperience #LuxuryThinking #CoverBrand
Brands don’t grow on vibes.
They grow on laws.
From PhD biologist to brand scientist—this is the story behind Applied Brand Science.
vist.ly/4tg36
#BrandScience #Marketing #Effectiveness #Growth
We confuse brand refresh with progress.
But usually, changing your look just resets your recognition to zero. If your assets aren't consistent, you're asking the customer to do the cognitive work of finding you all over again. And they usually won't.
#BrandScience #MarketingReality
Sebastian Hidalgo and I spent this episode talking through a simple tension:
From the inside, consistency feels repetitive.
From the outside, it feels reliable.
Music, brands, and why recognition usually does more work than novelty on Cover Brand.
#BrandScience #AppliedBrandScience #CoverBrand
ROI feels logical. It’s easy to calculate.
And it’s a terrible way to measure ad effectiveness.
It misses long-term effects, future buyers, and future cash flow.
Use ROI for efficiency.
Not effectiveness. Please lord no.
#marketing #advertising #brandscience
Not everything that matters is measured.
And not everything that’s measured matters.
Short-term metrics feel reassuring.
But long-term brand effects — memory, availability, future demand — do the real work.
Start with how buyers think. Then choose metrics.
#brandscience #marketing #branding
Close your eyes.
If your brand disappears, it was never really landing.
Shez Mehra joins Cover Brand to explain why sound—not visuals—is doing the heavy lifting in memory and meaning.
🎧 Episode 48
#BrandScience #SonicBranding #MarketingEffectiveness #CoverBrand
Most B2B buyers decide long before they buy.
80–90% already have brands in mind before shopping.
90% choose from that initial consideration set.
The sales cycle is long.
The mental cycle is longer.
Build familiarity early — or don’t get considered.
#brandscience #marketing #b2b #branding
Valentine’s Day is coming up, so here’s a branding reminder:
Brand love is exciting.
Brand like is profitable.
Most buyers aren’t swooning — they’re busy and choosing what’s easy to recognize and easy to choose.
Romance is nice. Reliability pays.
#brandscience #marketing #branding
Casey Hill & I dig into one of the surprises you only see when you test at scale: best practice can lose.
This episode is about asking better questions, observing carefully, & looking at the data without prejudice.
🎧 Ep 47 wherever you pod.
#BrandScience #Marketing #ABTesting #CoverBrand
Ad wear-out is rarer than we think.
Marketer boredom? Very common.
Most replacement campaigns underperform the ones they kill.
Lessons!
1. If your campaign works, DON’T KILL IT, refresh it.
2. Expand targeting, don’t replace creative.
3. Brand equity is built long-term.
#brandscience #advertising
Nobody thinks about your brand as much as you do.
Which is exactly why brand growth isn’t about persuasion—it’s about memory, cues, and being easy to think of when it counts.
#BrandScience #Marketing #MentalAvailability #AppliedBrandScience
How big should the logo be on your OOH ad?
Clear Channel UK tested it. Bigger logos didn’t hurt likability — but they *did* improve brand linkage. And lots of people don’t recognize your assets anyway.
So:
🍊 Don’t assume recognition
🍊 Make the logo bigger
#BrandScience #Advertising #Branding
Generational labels feel tidy.
The data usually isn’t.
Most Gen-Z or Boomer differences are age, life stage, or long-run change — not magic birth-year borders.
Some advice for smart marketers:
🍊 Avoid sweeping generational stereotypes — they’re probably wrong.
#brandscience #marketingscience
The Demand Curve is ooold.
And it is still relevant.
Cars follow it really well:
high price = low volume
low price = high volume
When it looks like a brand escaped, it’s usually just other forces at play.
Not magic.
Not genius.
Just brand physics.
#brandscience #marketingscience #marketing
Shop Talk episode
Jonathan James and I dig into social proof, likability, and why brands grow by doing the basics well (plus champagne).
Timeless ideas > trendy tactics.
#CoverBrand #BrandScience
AI is getting faster.
Consumers are getting sharper.
And authenticity? Still undefeated.
I talked with Charles Swan of Forage about the gap between shiny new tech and actual human behavior. A fun, nerdy, myth-busting episode for anyone tired of hype cycles.
#CoverBrand #BrandScience
Are marketers losing their guts?
Daniel Rauchwerger and I unpack why we’ve traded instincts for “please-don’t-fire-me” levels of data — and what that means for creativity.
A spicy one for anyone tired of defending ideas with 42 slides.
#CoverBrand #BrandScience
Most taglines are beige wallpaper.
Jenny Desmond and I talk about how to create one people actually remember—and maybe even repeat to their friends over mojitos in Havana.
Sticky beats clever. Clear beats cute.
#coverbrand #BrandScience #BrandStrategy
Even IT brands can learn from Prada.
This week on Cover Brand, I chat with Laura Diral about how to make serious B2B brands 𝒎𝒆𝒎𝒐𝒓𝒂𝒃𝒍𝒆—not just “relevant.”
Turns out, salience beats logic every time.
🎧 Listen anywhere you pod.
#CoverBrand #BrandScience #Marketing #B2BBranding
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
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
Choosing the right outsourced marketing agency goes far beyond portfolios and price points.
It’s about finding a partner who aligns with your strategy, understands your market, integrates with your team, and delivers measurable outcomes, not noise.
#Marketing #BrandScience
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
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
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
The lady that only bought one bottle of vodka this decade is technically a brand loyalist.
I mean, 100% of her category purchases went to that one brand. She never strayed. She never switched.
If that's the case, what the hell does 'loyal' mean?
(Odds are it's Tito's, too. #brandscience)
Remember: most ads have almost NO effect on sales.
Caveats? Of course. But it's a good study.
Check it out! DOI: 10.3982/ECTA17674
#advertising #brandscience #marktetingeffectiveness
_____
Sign up for the Irregular News & never miss a post.
AppliedBrandScience. com/signup
