Dove’s “Real Beauty” gets held up as purpose-marketing gold, but its decade of growth may owe just as much to the two things it shares with Geico’s gecko: being instantly distinct and being everywhere for twenty years.

Ethan Decker talks with Jason Ulaszek of Inzovu about why services get commoditized and what people actually pay a premium for.

New data from Antenna suggests that ad-free streaming subscribers look almost exactly like ad-supported ones (same age, same ethnicity, same income), which is a good reminder to check your assumptions about who your customers really are.

Ethan Decker talks with Tectonic CMO Jason Clark about the rebrand that took his agency from a dated, easily overlooked name to one built to feel big, solid, and impossible to ignore.

You probably think B2B buyers stick around forever, but industry data says churn runs anywhere from 11% to 56%, so here's how to tell whether your number is a real problem or just the normal cost of doing business.

Ethan Decker sits down with Tectonic founder and CEO Dusty Gulleson to talk about the surprising realities behind building a lasting business

A quick, unscientific squint test shows whether your distinctive brand assets are working, and why they're worth building and investing in over the long haul.

Gee Ranasinha of KEXINO joins Ethan to unpack why most "marketing" is just comms in disguise.

Domino's discovered that only 15% of its customers use both carryout and delivery, proof that how people shop for your product can matter as much as the product itself.

Ethan Decker sits down with Wes Towers of Uplift360 to unpack how AI search results are quietly rewriting the rules of lead generation.

Over a million small businesses opened in the US last year. Most won't see their 5th birthday, but the ones that survive get safer every year after that.

Ethan Decker sits down with Brad Klein of BP Texas to talk about why he runs five cleaning brands instead of one, and how "the great and powerful Oz" became his actual sales strategy.

McDonald's rated dead last against In-N-Out, Five Guys, and Culver's on nearly every quality metric, yet it's four times bigger than its nearest competitor.

Ethan Decker sits down with Max Emma of Bookskeeping to talk about the winding road most brands take before they become the version we know.

Should a $250 Scotch feel heavier than a $19 vodka? You'd think so. Turns out price barely predicts bottle weight. And that's a quality cue most brands are leaving on the table.

Ethan Decker sits down with Thomas Sloan, a behavioral science brand strategist just launching his own solo practice.

The internet's filling up with AI-generated "synthetic data," and feeding that back into AI models is a recipe for garbage in, garbage out: squared.

 Ethan Decker sits down with Christian Helms of Helms Workshop to talk about why the best brand work almost never starts with a logo.

We love to believe that mission-driven nonprofits operate on passion and deep loyalty, but are they more like businesses than we even realize?

Ethan Decker talks with Laura Coblentz, founder of Caraline Skincare, about the particular kind of hard it is to market your own brand — and why healthy skin, not anti-aging fear, might be the bigger opportunity in a $50 billion category.