Episode 005 · Sep 2024 · 49 min Brand Science: Laws, Levers and Hogwash
Ethan Decker explains which marketing ideas are stable laws, which are context-specific levers and how buyer behaviour shapes brand growth.
Show Notes
Ethan Decker applies brand science to questions marketers face every day: which ideas hold across contexts, which depend on the situation and which have no evidence behind them.
The discussion covers the banana curve of light and heavy buyers, brand repertoires, the mental shortcuts people use when choosing, and salience at the buying moment.
Der Gast
Ethan Decker
Scientist-turned-marketer · Applied Brand Science
Ethan applies the scientific method to marketing practice, helping brands separate evidence-based principles from received wisdom.
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