Cover Brand
Cover Brand
Podcast Description
Uncover the secrets of successful branding with Cover Brand! Join host Ethan Decker as he delves into the science-backed principles of marketing, advertising, and brand growth. With insights drawn from a career working with industry giants like Nike and PepsiCo, Ethan translates complex strategies into actionable advice for businesses, nonprofits, and organizations of all sizes. Tune in to understand the commonalities that drive effective branding and learn how to wisely invest your precious time and resources. Get ready for a fun and informative journey that could transform your venture into a thriving success. Subscribe now and expand your brand horizons!appliedbrandscience.com Hosted on Acast. See acast.com/privacy for more information.
Podcast Insights
Content Themes
The podcast covers a range of branding-related topics, such as the distinctions between 'Big B' and 'Little b' branding, brand architecture strategies, and practical branding applications. Episodes feature discussions on real-world examples from industry giants like Starbucks, Apple, and Coca-Cola, providing actionable insights to enhance brand presence in competitive markets.
Uncover the secrets of successful branding with Cover Brand!
Join host Ethan Decker as he delves into the science-backed principles of marketing, advertising, and brand growth. With insights drawn from a career working with industry giants like Nike and PepsiCo, Ethan translates complex strategies into actionable advice for businesses, nonprofits, and organizations of all sizes. Tune in to understand the commonalities that drive effective branding and learn how to wisely invest your precious time and resources. Get ready for a fun and informative journey that could transform your venture into a thriving success.
Subscribe now and expand your brand horizons!
Our Cover Brand Spotify Playlist. – https://open.spotify.com/playlist/6h4QzTqrtn9DIAPvdn1iCI?si=gu2_b8bxTN2d-ApnhwLtPg
Theme Music – Take a Step Back by Jamie Block
Hosted on Acast. See acast.com/privacy for more information.
What happens when you’re tasked with “making the Doughboy relevant again”? In this episode, Ethan and Laura unpack the Pillsbury challenge from On Brand, where contestants must introduce the classic mascot to a “new generation of bakers.” The duo dives deep into the science of brand mascots—what makes them memorable, how they evolve, and why some (like the Duolingo Owl) thrive by going full chaos while others play it too safe.
They also explore how brand characters work as mental shortcuts in consumer brains, why over-sanitizing your mascot kills storytelling, and what happens when a brief asks for “everything, everywhere, all at once.”
Main Topics Covered:
- The brand science of mascots: consistency, storytelling, and emotional cues
- Why old mascots can (and should) appeal to young audiences
- The risk and reward of killing—or reviving—your mascot (RIP Mr. Peanut)
- The importance of giving characters character—conflict, flaws, and stakes
- Duolingo Owl vs. Doughboy: chaos vs. comfort
- When briefs go rogue: the danger of asking for a “small activation” that’s secretly a global campaign
- The perils of bad focus groups and why marketers shouldn’t count votes in a room of 10
- “New generation of bakers”—what that really means (and doesn’t)
- How “There’s Dough Place Like Home” rebrands nostalgia for modern audiences
Premium Stickiness Award: “There’s Dough Place Like Home.”
Simple, nostalgic, and just clever enough to work. It’s not reinvention—it’s reinforcement. Proof that even 60-year-old mascots can stick if you give them a little story and a lot of heart.
Tune in for a deep dive into brand mascots, modern marketing myths, and the fine art of keeping your brand fresh without throwing out what makes it lovable. Subscribe to Cover Brand wherever you get your podcasts—and keep following our On Brand mini-series for more reality TV, real lessons, and just the right amount of brand nerdiness.
Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com
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