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"Far better an approximate answer to the RIGHT question, which is often vague, than an exact answer to the WRONG question, which can always be made precise." - John Tukey, “The Future of Data Analysis”, 1962 Love this quote. And you should too. (Love me some xkcd)

submitted 1 day ago • 0 comments

Considered purchases: just like other purchases, but dragged out longer.

submitted 2 days ago • 0 comments

How “considered” are considered purchases, really? Like, do people really do more research and deliberation for expensive things? The TL;DR is, no. Not much. Not really.

submitted 4 days ago • 0 comments

Most people only want looong-distance relationships with brands. Maybe they want to be close with a few. But they can usually count them on one hand. (Literally — I've asked.) What about the other 300-400 brands most people own or use or interact with? Long-distance is just fine.

submitted 9 days ago • 0 comments

ARE YOU SENDING ENOUGH EMAILS TO YOUR CUSTOMERS? Like, is your cadence of communication with your customers too low, or too high? +++ Don't miss a post. Get the Irregular News at AppliedBrandScience. com/signup

submitted 10 days ago • 0 comments

We built a Multi-sensory Brand Audit Tool. It's not fancy, but it's a great little way to jumpstart your foray into multi-sensory branding. Or if you already do some multi-sensory branding, it's a great way to audit your progress. Let me know if you want a copy of it.

submitted 11 days ago • 0 comments

New #CoverBrand episode is live! I sat down with Lili Siegelson of Gelt + Glow to talk Hanukkah, branding, and what it’s really like launching a seasonal biz. Want the story behind her stylish Hanukkah wrapping paper and how she’s navigating growth? Give it a listen!

submitted 12 days ago • 0 comments

No, I'm not the New Face of @Shinola. But I _could_ be.... Just having some fun at a recent conference. Great photos by @christie's-photographic. Bad post by me. (Hi Ed, Hi Wendy.)

submitted 13 days ago • 0 comments

How to erode your brand, Ep 2554: No indicators for whether the toilet stalls are occupied. No bathroom music either. So #2 — which should be private & discreet obvi — is now a public & shared game of "knock-knock". Your Big B Brand includes the hardware on your toilet doors.

submitted 15 days ago • 0 comments

DO LUXURY BRANDS HAVE DIFFERENT BUYERS? Like, do their buyer bases have different profiles? +++++++++ Sign up for the Irregular News & never miss a post: AppliedBrandScience. com/signup

submitted 16 days ago • 0 comments

LIGHT BUYERS keep the LIGHTS ON. Yes, fans are great. Yes, brand love is lovely. But depending on your category & brand, light buyers can be easily half of your revenue. #brandscience

submitted 17 days ago • 0 comments

How do you get your small brand noticed when giants dominate your industry? On the latest Cover Brand episode, I talk to T from ZOCCO Print & Promo about how to own your niche, use word-of-mouth, & build powerful local relationships. It’s all about fighting unfair—with heart. #branding #SmallBiz

submitted 19 days ago • 0 comments

Once again, the top 50 brands in the world all have one thing in common: VOWELS. Applied Brand Science conducted a rigorous study of 400,000 brands around the world. And you want outrageous returns, you need vowels in your name.

submitted 23 days ago • 0 comments

DO "PURPOSE-DRIVEN BRANDS" REALLY PERFORM BETTER? Like, does having a higher purpose, or social purpose, improve your brand’s financial performance? ++++++++ Sign up for the Irregular News and never miss a post: AppliedBrandScience com/signup

submitted 24 days ago • 0 comments

This week on COVER BRAND: "personal branding." Anne Macomber asks about personal branding for the sake of her students. We talk about how to be more you, and do it more consciously, and commit to the bit. Tune in and get your dose of Cover Brand this week. #podcast #coverbrand #personalbranding

submitted 26 days ago • 0 comments

How bland is your brand? On May 28, I’m teaming up with Shez Mehra for a live session on the often-overlooked strategy to growth: multi-sensory branding. Bonus: All attendees get our Sensory Branding Audit Tool to use right away. 📅 Wed, May 28, 1 PM EST RSVP: vist.ly/3n5b6kj

submitted 27 days ago • 0 comments

If marketers had a yearbook.... I gave a talk at Boulder Startup Week. Two folks said they'd come, so I tracked down their old high school yearbook photos and quotes. Not really. I made it all up. #BoulderStartupWeek

submitted 30 days ago • 0 comments

After you OVERTHINK your brand, UNDERTHINK it. Because nobody's got time to untangle your detailed, complex, overthought gobbledygook. Their kid's got an appointment to get to. Or maybe it's their mom. Or their dog. There's DEFinitely an appointment on the calendar tho.

submitted 30 days ago • 0 comments

ARE YOU UNDERTHINKING YOUR BRAND ENOUGH? Good marketers overthink things. But when it comes to connecting with buyers, great marketers UNDERthink it too. ++++++++ Sign up for the Irregular News & never miss a post: AppliedBrandScience com/SignUp

submitted 31 days ago • 0 comments

If you're in Boulder today, get out for lunch. Check out my session at Boulder Start Up week today, at the Boulder Public Library. #brandgrowth #boulderstartupweek #boulder

submitted 38 days ago • 0 comments

MASCOTS ARE STUPID. Juvenile. Condescending. Pandering. Shallow. Childish. Base humor. At least, that's been a strong sentiment in the past couple decades. But the FACTS would suggest you'd be a fool not to consider a mascot for your brand. Watch the documentary; it's out RIGHT MEOW.

submitted 39 days ago • 0 comments

How do you stay top-of mind with prospects when it can take months or years to close a deal? Steven Bell & I dug into the power of one small-but-mighty tactic: merch. Good merch. Cool merch. Quality merch. Out now on all podcast platforms. #branding #marketing #businesspodcast #marketingpodcast

submitted 40 days ago • 0 comments

How do the 'laws of brand physics' impact startups? Find out at Boulder Startup Week. DETAILS - Thursday May 15, 12-1 pm - Boulder Public Library - FREE - Register at BoulderStartupWeek com #BoulderStartupWeek #StartupWeek #Startups #marketingscience

submitted 41 days ago • 0 comments

I'm running a workshop at Boulder Startup Week about applying the laws of brand growth to startups. ➤ What are these laws anyway? ➤ How do they impact startups? ➤ How are startups different form mature brands? Thu May 15 12-1 MST Boulder Public Library FREE Register at BoulderStartupWeek com

submitted 43 days ago • 0 comments

LAUGH, and the whole world laughs with you; WEEP, and they skip to the next video. Not entirely: tear-jerkers crush it. Ever see the WestJet Christmas Miracle? Go! Or the World's Toughest Job Interview Ever? Go! GOGOGO! Watch 'em! But yeah, laughter slays. Smiles kill. Happy works.

submitted 44 days ago • 0 comments

WHAT FACE SHOULD YOU MAKE ON YOUR YOUTUBE THUMBNAIL? Like, does changing your facial expression impact your view count? Heck yeah it does. ~~~~~~ SIGN UP for the Irregular News & never miss a post: AppliedBrandScience com/signup

submitted 45 days ago • 0 comments

Zuckbook: How it started / how it's going

submitted 48 days ago • 1 comment

How do you define an IDEAL CLIENT PROFILE (ICP)? Chelle Johnson joined me on COVER BRAND to talk about how to define your target, especially as a small B2B business. Listen anywhere you get your podcast fix: we're on All The Places. #BrandingTips #coverbrand #marketingpodcast

submitted 48 days ago • 0 comments

Brand tracking is like checking your vitals, but for your brand. It lets you identify if something's wrong, and maybe where. So track your brand. Check for lumps. And get a colonoscopy if you're over 45.

submitted 51 days ago • 0 comments

How should you interpret your purchase funnel? Like, should you worry if your consideration rate is lower than the industry average? (TL;DR: compare to EXPECTED values, not category averages.) ~~~~ Sign up for the Irregular News at AppliedBrandScience com/signup

submitted 52 days ago • 0 comments

What's the Double Jeopardy law in marketing? What are some of the biggest myths in marketing? And what does the science tell us about what to do instead? Have a listen anywhere you listen. Here's a Link of All Links: vist.ly/3m2zrpg #marketing #marketingscience #marketingpodcast

submitted 55 days ago • 0 comments

You're not "CUSTOMER CENTRIC" if the only customer you've met lately is a PERSONA. Go. Talk. To. Your. Customers. Then go talk to your prospects too. Make it a habit. It's a massive competitive advantage.

submitted 58 days ago • 0 comments

ARE OLD PEOPLE MORE BRAND LOYAL? Like, as we age, do we narrow down our brand repertoires & buy the same thing over & over? ~~~~~~~~ Sign up for the newsletter so's you never miss a post: AppliedBrandScience com/signup

submitted 59 days ago • 0 comments

DOES ANY CAR BRAND BUCK THE LAW OF THE DEMAND CURVE? It’s one of the oldest truisms in business: if you raise your prices, demand (and thus volume) should go down. It’s the ‘Demand Curve’. Augustin Cournot described it in 1838. But does it hold up today? Why, yes it does.

submitted 65 days ago • 0 comments

90% of all ads are below average. :-) (AKA most ads are weak and not very effective and have low brand linkage.) Making a great, effective ad is hard.

submitted 65 days ago • 0 comments

You might TRY defying brand gravity, but you might be let down..... 🧙‍♀️ 🧹 ~~~~~~ Learn more about the scientific laws of brands on Cover Brand, the new podcast from Applied Brand Science. Listen everywhere you pod. 🍊 AppliedBrandScience com/CoverBrand

submitted 71 days ago • 0 comments

HOW HARD IS IT TO BUCK DEMAND CURVES? Like, can you have a high-priced product that’s also a high-volume product? +++++ Sign up to get every post in the Irregular News (once-ish a week). appliedbrandscience com/signup

submitted 73 days ago • 0 comments

Hypertargeting doesn't work when the data is crap. (And lots & lots of it is craptastic.) So verify. Run tests on your providers' targeting. Check their work. Get 3rd-party supprt. But don't take their word for it.

submitted 79 days ago • 0 comments

How crappy is digital targeting, really? @Adlook decided to find out, and the results were cray cray. Lessons: 🍊 When it comes to digital targeting, don’t trust; verify! (E.g., run experiments to check your provider’s work.) 🍊 Consider paying more for high-quality & first-party inventory.

submitted 81 days ago • 0 comments

WHAT DOES "BRAND" MEAN?? On this episode of COVER BRAND, Marc Wallace and I talk about what "brand" is. It's a word that means different things to different people. Like love. And nerd. In this episode, we take out some of the confusion around what "brand" means. #CoverBrand #branding #marketing

submitted 82 days ago • 0 comments

WHAT WOULD AN APPLIED BRAND SCIENCE PODCAST BE LIKE? Short episodes (~15m). Big questions. Clear answers. Fun conversations. It’s on everywhere: Spotify, Apple, YouTube, TikTok, IHeart, Amazon, etc. New episodes each Tuesday. Listen to the show at AppliedBrandScience com/coverbrand

submitted 87 days ago • 0 comments

Peggy McCartha kicked off COVER BRAND with a common problem: HOW DO YOU MANAGE MULTIPLE INTERSECTING BRANDS? Tune in to hear the whole chat about the sitch. Subscribe so you don't miss an episode. New episodes Tuesdays, whereever you get your podcasts. AppliedBrandScience com/CoverBrand

submitted 89 days ago • 1 comment

WE'RE LAUNCHING A PODCAST: COVER BRAND. It's like Car Talk, but it covers all things branding, marketing and advertising. It's like having a chat over a cocktail with me, except with nothing to drink. Learn more at AppliedBrandScience com/CoverBrand New episodes Tuesday mornings.

submitted 90 days ago • 0 comments

You don't STEAL customers. You SHARE them. There are exceptions, of course. But for the vast majority of brands — products, services, tech, kinda anything — you don't steal customers entirely from other brands; you share them. Even Cartier. And Coke.

submitted 93 days ago • 0 comments

HELLO, I'M A MAC. AND I'M A PC. AND THIS... IS THE CONSTRUCT. After this week's earlier post I couldn't unsee this. So there. A gift for all 42 people who are caught in the Venn diagram of this joke.

submitted 99 days ago • 0 comments

12 minutes left to wish you all a happy pi day, with the most accurate pie chart ever.

submitted 100 days ago • 0 comments