@ehdecker.bsky.socialIs advertising really a "tax on the poor"? Data from major streaming apps says no. Rich and poor pay to skip ads in equal numbers. We think buyers act like economic models, but we're capricious. Rich people buy budget; broke people splurge.
#appliedbrandscience #brandscience #marketing
@ehdecker.bsky.socialWe assume B2B buyers stick with suppliers forever. But data shows churn is as natural as lint in the laundry, ranging from 11% to 56%. Small brands face even higher churn due to the law of Double Jeopardy. Start measuring against reality.
@ehdecker.bsky.socialThink the professor in the 20-year-old suit doesn't care how he looks?
Oh, he does. Just as much as the Wall Street guy in the Italian suit and the Rolex.
We are not superficial creatures, we are symbolic ones. Frumpy is a signal too.
Pre-order link in comments.
@ehdecker.bsky.socialWe obsess over brand purpose, but buyers just scan the streets for a green mermaid or grab "the blue one." We don't read; we recognize. If your brand isn’t instantly easy to spot, your values don't even get a chance to work.
@ehdecker.bsky.socialDomino’s found only a 15% overlap between delivery and carryout buyers. They are entirely different markets. Buyers won't change their habits for you. Stop profiling who they are, and start making it easy for them to buy how they want.
@ehdecker.bsky.socialWould you rather be unique, or be remembered?
Most brands act like those are the same question. They're not.
You don't need a special idea. You need a familiar one, delivered consistently, forever.
Boring? Kind of. Also effective.
@ehdecker.bsky.socialLast year, over 1M US small businesses were born. But data on 19M companies shows half die before age 5. We want to believe our brand is special, but gravity still applies. Base rates are real.
Stop fighting the physics and start building on actual brand laws.
@ehdecker.bsky.socialIf you want people to be INTERESTED in your brand,
then your brand has to be INTERESTING.
(Obvi.)
@ehdecker.bsky.socialMcDonald’s rates dead last for food and service, yet they're 4x bigger than Wendy's. Why? Buyers choose "reliably meh" to avoid the risk of a bad meal. Physical availability beats quality. Stop trying to be the best; be the easiest.
@ehdecker.bsky.socialThose who don't learn from marketing's past are doomed to repeat it.
Want to learn from the past? I just launched a webinar on the Laws and Levers of Brand Science—the stuff that's timeless, . Find it at AppliedBrandScience.com.
@ehdecker.bsky.socialYou would think that premium liquor comes in hefty bottles. But data shows price & weight are barely correlated.
Which is odd, since people use physical heft as a subconscious shortcut for quality.
If you sell a premium product, make sure it feels like one.