Struggling to get your current customers to buy more? Wondering if a clever campaign can boost visit frequency—or is that just marketing wishful thinking? In this episode of Cover Brand, Ethan Decker sits down with research consultant Carol Kauder to peel back the curtain on the true power (and limitations) of advertising and brand communications. They unpack why well-intentioned campaigns often fall flat and why “reminding” beats “convincing”—every time. Listen for actionable insights on customer retention, the science of gentle nudges, and making your messaging sticky and memorable. Plus, get ready for fun anecdotal wisdom (Glee covers, IHOP’s infamous name change, and more) that crystallize these essential branding lessons. If you want to better understand how to drive meaningful behavior shifts—without falling into the coupon trap—this episode is for you.

Main Topics Covered:

• The real reason customers rarely increase their buying frequency—and what you can actually do about it
• Why advertising is a “weak force,” but a necessary part of growth
• The science (and art) of “sticky” brand messaging that keeps you top-of-mind
• The pitfalls of trying to use logic and persuasion to drive shopper behavior
• How bold moves (like IHOP’s IHOb campaign) can nudge perception… but not permanently shift habits
• When and why it’s better to gently remind vs. hard sell
• Why asking consumers, “What would make you buy more?” rarely uncovers actionable answers
• Ways to use research to unlock creative, memorable advertising ideas

Refrain:

IHOb Campaign Coverage (Adweek)

Mountain Dew “Puppy Monkey Baby” Ad Breakdown

Riff:

Ready to elevate your brand’s impact? Start by making your communications memorable and consistent—don’t waste energy chasing mythical “loyalty lifts.” For more actionable strategies and science-backed insights, subscribe to Cover Brand and share this episode with your marketing team or a business leader who needs to hear it!

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

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