The Double Jeopardy Law in Marketing with Ethan Decker

Sponsored by CleverCat Marketing What do toilet paper, jazz, and brand loyalty have in common? In this episode of Conversations with Rich Bennett, Ethan Decker reveals the surprising science behind how brands grow—and why small businesses struggle more than they think. From the Double Jeopardy Law to marketing myths that refuse to die, this is a must-listen for anyone who wants to build a brand that actually sticks. Guest: Ethan Decker Ethan Decker, Ph.D., is a brand strategist, marketing scientist, and founder of Applied Brand Science. With a background in urban ecology and complexity theory, Ethan brings a rare mix of scientific rigor and creative flair to the world of branding. He’s worked with global giants like Nike, Discovery Channel, and Gillette, helping them uncover what really drives customer behavior. Main Topics: ·         Ethan Decker’s transition from urban ecologist to marketing scientist·         The concept and implications of the Double Jeopardy Law in branding·         Why small brands often struggle with loyalty and repeat purchases·         Common marketing myths, including the cost of acquiring vs. retaining customers·         The importance of simplicity, memorability, and constant brand exposure·         Real-world examples of brand strategy done right (e.g., Discovery Channel, Charmin)·         Tips for small businesses to effectively grow and market their brand·         The role of humor, personal connection, and distinctiveness in brand identity Resources mentioned: People & Guests:Ethan Decker, Ph.D. (Guest)Rich Bennett (Host)Mike RoweSteve IrwinGary Vaynerchuk (Gary Vee)John Taffer (Bar Rescue)Mr. Whipple (Charmin mascot)Brands & Businesses:Applied Brand Science (Ethan Decker’s company)CharminGilletteFordMini CooperToyotaTeslaPapa John’sNikeDiscovery ChannelUnileverTideGainAxeDuracellNaked JuiceKellogg’sWhirlpoolLa-Z-BoyStarbucksIKEAPlatforms & Media:TEDxSSW (event/conference)GoogleFacebookTwitter (X)InstagramYouTubeMarketing Concepts:Double Jeopardy LawBrand scienceData scienceMarketing scienceLoyalty vs. acquisitionBrand attributionQR code marketingWebsites:Applied Brand Science – https://appliedbrandscience.com/CleverCat Marketing - https://clever-cat.com/Send us Fan MailCleverCat MarketingDreams shouldn't cost a fortune, budget should never be a barrier! We focus on YOU & create killer cDisclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.Support the showRate & Review on Apple Podcasts Follow the Conversations with Rich Bennett podcast on Social Media:Facebook – Conversations with Rich Bennett Facebook Group (Join the conversation) – Conversations with Rich Bennett podcast group | FacebookTwitter – Conversations with Rich Bennett Instagram – @conversationswithrichbennettTikTok – CWRB (@conversationsrichbennett) | TikTokSponsors, Affiliates, and ways we pay the bills:Hosted on BuzzsproutSquadCastSubscribe by Email