Cover Brand: Rain Doesn’t Fall Up

Laura Coblentz spent 25 years building other people's skincare and wellness brands. Now she’s building her own and it’s a whole different experience. 

In this episode, Ethan and Laura get into what a $50 billion category taught her about not marketing to insecurity and why the way you say something might matter more than what you're actually saying. There's a chocolate bar, a duck, and a hard truth about apple trees.

Oh, and stick around for the frog with antlers.

Main Topics:

• Why marketing your own brand is nothing like marketing someone else's

• The skincare industry's favorite move, and why Laura refuses to make it

• A double jeopardy problem, explained with a chocolate bar

• The "apple tree" mistake founders make when they think they've maxed out their market

• One simple test for figuring out if your message actually works

• What a duck can teach you about saying the same thing differently

• Why the frog with antlers might be doing more for a brand than its whole positioning statement

Cover Song: "Need You Tonight" — Bonnie Raitt (originally INXS)- https://open.spotify.com/track/5e3srnPnOLG4jprfsDO6mH?si=e6931e32bb634ee4

Links to Additional Resources:

• Caraline Skincare: Caralineskin.com 

• Caraline Skin on Instagram, Facebook, and TikTok

• appliedbrandscience.com: for more on double jeopardy and brand science principles

Tune in if  you're building your own brand for the first time or wondering whether your "niche" is actually a limitation. Subscribe to Cover Brand for more, and head to appliedbrandscience.com to dig deeper into the science behind the stories.