{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fd6a420de-a456-41d0-a220-bbefda134e64","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"SBP 065: 100% Brand Loyalty Is Not Normal. With Ethan Decker.","description":"

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

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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.

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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.

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

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Our Guest:

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Ethan Decker

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

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Founder & President of Applied Brand Science

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https://appliedbrandscience.com/

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Our Hosts:

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Follow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060

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Get in touch with our hosts:

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Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/

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Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060

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0:44 - Introduction to Ethan

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2:52 - \u00bd the ideas we have about advertising are wrong, the trouble is we don\u2019t know which 1/2

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

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8:50 - Ideas like the 80/20 rule are like brands - they\u2019re shortcuts

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11:30 - Your customers rarely think of you

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15:05 - Do generational personas even exist?

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18:50 - Your customers aren\u2019t different from your competitor's customers

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

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22:23 - I. Hate. Loyalty.

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24:24 - How to change beliefs about loyalty

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28:02 - Data science isn\u2019t the same thing as science

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

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33:19 - The Taylor Swift of brand laws

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35:46 - The Buyer Banana Curve

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

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

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

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47:10 - The 4 stages of brand grief

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

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

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

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

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Where to Listen:

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

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Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b \u2060\u2060

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

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

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Background Links

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

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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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\u00a9 2024 Sleeping Barber

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