What does data from hundreds of companies actually show about the 80/20 rule?

Cat How, founder and Executive Creative Director of How Studio, joins Ethan on Cover Brand to talk about three recent brand launches and chat about some of the science behind the decisions.

We obsess over crafting the perfect brand story — but 99.9% of buyers are mental misers who couldn't tell you their favorite product's backstory.

The smarter you get at your job, the worse you get at explaining it. This week Richard Byrd (Bluebyrd) joins Cover Brand to talk about the curse of knowledge, why your best engineers make your worst salespeople, and what a BMW has to do with any of it.

A survey of over 27,000 shoppers proves that obsessing over your vocal brand haters is a massive waste of energy. So if haters aren’t your biggest problem, who actually is?

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Promo products guy Swire Ho joins Ethan with a simple flex: no cups, no party. And they get into why the most boring industries in LA might be sitting on the best untapped merch budget around.

Brand valuation agencies mostly agree on the world's biggest players — but their dollar figures? Wildly apart. Turns out pricing human memory and market reputation isn't a spreadsheet problem.

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You've got a new company and a proven one. Connect them or keep them apart? Rachel Lederman joins Ethan and they figure it out on air.

Nielsen analyzed CPG data and found what early distribution growth really means for your new brand.

Producer, consigliary, and the person who published Cover Brand before Ethan knew it was live, Aicila turns the mic around and asks the questions she's been sitting on for 68 episodes. Turns out the laws keep showing up whether you believe in them or not.

The rise of cheap lab-grown diamonds forced De Beers to test a new ad campaign, but the 75-year reign of 'A Diamond Is Forever' proves you should pause before pulling your campaigns.

Mackenzie Sehlke, executive director of the Boulder County Farmers Markets, joins Ethan to work through a problem many brands quietly struggle with: when almost everyone who shows up is a light buyer, what can you do about it?

McKinsey analyzed major purchases and found out that your primary marketing job may not be proving you’re the best. Maybe it’s just getting remembered before shoppers stop thinking entirely.

Sayre Blake, joins Ethan to work through the brand category paradox — how do you look trustworthy enough for the suits buying the software while staying genuinely weird enough for the workforce actually using it?

McKinsey analyzed major purchases and found out that your primary marketing job may not be proving you’re the best. Maybe it’s just getting remembered before shoppers stop thinking entirely.

John Tayer, CEO of the Boulder Chamber, joins Ethan to work through what happens when your brand has been around since the medieval period and everyone keeps calling it your father's Oldsmobile.

A study of 1,200 TV viewers proves that subtlety is a terrible strategy for memory. Stop treating your brand name like a rude interruption to your own ad.

Wellness expert and latex pillow inventor Siri Schubert Nicolella joins Ethan to untangle why a genuinely great product still struggles to sell — and why the answer isn't better marketing, it's a better offering.

A massive study of grocery shoppers found that loyalty programs might not magically create heavy buyers. So what happens when you really correct for the self-selection bias?

Laura Dodds, demand generation leader and perennial Cover Brand provocateur, returns to debate the value of marketing subgenres.