Ethan Decker
@ehdecker.bsky.social
Cheesesteak snob, brand science dork, adoptive dad, cocktail flunkie, fair-weather triathlete. AppliedBrandScience.com
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
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
December 30, 2025 at 6:29 PM
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
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
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
December 23, 2025 at 4:27 PM
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
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
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
December 16, 2025 at 3:08 PM
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
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
WHAT PROBLEMS DO MARKETING AUDITS ALWAYS FIND?
Like, when you hire a proper group to do a proper audit on your proper company, what issues turn up over & over?
Like, when you hire a proper group to do a proper audit on your proper company, what issues turn up over & over?
December 11, 2025 at 2:06 PM
WHAT PROBLEMS DO MARKETING AUDITS ALWAYS FIND?
Like, when you hire a proper group to do a proper audit on your proper company, what issues turn up over & over?
Like, when you hire a proper group to do a proper audit on your proper company, what issues turn up over & over?
Your audience’s brain syncs with your brand—literally.
This episode of Cover Brand, I talk with Evante Daniels about how neuroscience, physics, and culture collide to shape what trends (and what tanks).
Forget messaging. Start with the nervous system.
🎧 Listen anywhere you pod. #CoverBrand
This episode of Cover Brand, I talk with Evante Daniels about how neuroscience, physics, and culture collide to shape what trends (and what tanks).
Forget messaging. Start with the nervous system.
🎧 Listen anywhere you pod. #CoverBrand
December 9, 2025 at 2:07 PM
Your audience’s brain syncs with your brand—literally.
This episode of Cover Brand, I talk with Evante Daniels about how neuroscience, physics, and culture collide to shape what trends (and what tanks).
Forget messaging. Start with the nervous system.
🎧 Listen anywhere you pod. #CoverBrand
This episode of Cover Brand, I talk with Evante Daniels about how neuroscience, physics, and culture collide to shape what trends (and what tanks).
Forget messaging. Start with the nervous system.
🎧 Listen anywhere you pod. #CoverBrand
Those who do not study marketing's past mistakes are condemned to repeat them.
- not George Santayana
(It's one of the reasons I love Paul Feldwick's work so much.)
- not George Santayana
(It's one of the reasons I love Paul Feldwick's work so much.)
December 8, 2025 at 2:06 PM
Those who do not study marketing's past mistakes are condemned to repeat them.
- not George Santayana
(It's one of the reasons I love Paul Feldwick's work so much.)
- not George Santayana
(It's one of the reasons I love Paul Feldwick's work so much.)
HOW DO YOU AVOID CRAPPY MARKETING DATA?
It’s easy to end up with turds in your data. Too easy. Waaaay too easy.
So what can you do to avoid crappy marketing data?
You can start by asking six very powerful, simple questions about the numbers you’re looking at.
It’s easy to end up with turds in your data. Too easy. Waaaay too easy.
So what can you do to avoid crappy marketing data?
You can start by asking six very powerful, simple questions about the numbers you’re looking at.
December 4, 2025 at 2:06 PM
HOW DO YOU AVOID CRAPPY MARKETING DATA?
It’s easy to end up with turds in your data. Too easy. Waaaay too easy.
So what can you do to avoid crappy marketing data?
You can start by asking six very powerful, simple questions about the numbers you’re looking at.
It’s easy to end up with turds in your data. Too easy. Waaaay too easy.
So what can you do to avoid crappy marketing data?
You can start by asking six very powerful, simple questions about the numbers you’re looking at.
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