The Laws and Levers of Brand Growth with Ethan Decker

In this episode of the Brand Gravity Show, we dive into the world of branding with the remarkable Ethan Decker, PhD. As a brand strategist and marketing expert for over 15 years, he’s the bridge between science and creativity, debunking myths and revealing the secrets of successful brand growth. From the “banana curve” to brand loyalty, and repertoire buying to unconventional levers, we challenge conventional wisdom in branding.

But that’s not all—Ethan also redefines the concept of brand purpose and shares insights on building a business case for brand in the age of performance marketing. With a background in urban ecology and a knack for marketing, Ethan offers a unique perspective that’s a must-listen for aspiring brand strategists and entrepreneurs alike. So, join us as we unravel the mysteries of branding with the “Doctor of Brand Growth,” Ethan Decker. You won’t want to miss it!

We talk about:

• [0:00] Intro
• [03:28] Deciphering brand growth: laws vs. levers
• [04:55] The banana curve
• [07:00] The myth of brand loyalty
• [08:41] Repertoire buying
• [10:15] Rethinking brand strategy
• [14:18] Deconstructing brand purpose
• [17:33] Unconventional brand levers
• [20:21] Common brand building myths
• [26:42] Shifting the marketing paradigm
• [29:16] Advice for aspiring brand strategists
• [33:39] Where to find Ethan
• [34:30] Ethan’s actionable advice to entrepreneurs

Connect with Ethan here:

• https://appliedbrandscience.com

Mentions:

• Ehrenberg-Bass Institute: https://www.marketingscience.info/about-us/
• How Brands Grow by Byron Sharp: http://marketinglawsofgrowth.com/index.html
• Les Benet & Peter Field
• Mini MBA: https://mba.marketingweek.com/
• Mark Ritson: https://www.marketingritson.com/

Connect with Kaye here:

• • • Brand Personality Quiz: https://www.kayeputnam.com/brandality-quiz/
    • https://www.youtube.com/user/marketingkaye
    • https://www.facebook.com/marketingkaye/
    • https://www.kayeputnam.com/
    • https://www.kayeputnam.com/brand-clarity-collective/

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