Champagne & Chocolate

When it comes to branding and marketing, are you getting lost in the latest TikTok craze or AI-generated hype? Or are you focused on the tried-and-true fundamentals that actually move the needle? In this must-listen episode, brand strategist Jonathan James joins Ethan Decker to unravel the science behind what makes brands truly memorable—and what you should STOP wasting your time on.

You’ll learn the difference between "Big B" brand and "little b" brand, why video testimonials can supercharge your growth, and how leveraging social proof transforms

skeptical buyers into loyal fans. From product strategy and pricing to champagne-fueled relationship-building, discover the essential branding moves you need to master in today’s complex landscape.

Whether you're leading a startup, scaling a mid-size company, or just want to get smarter about branding, this episode delivers actionable brand science you can use now to boost trust, credibility, and sales.

Main Topics Covered

• Timeless branding principles vs. fleeting marketing trends
• The power of social proof & video testimonials in sales and brand trust
• "Big M" marketing vs. "little m" marketing—what really drives growth?
• Brand reputation: Why delivery trumps flashy ads
• How likability and storytelling can win you more business
• Personal branding: Using unique “calling cards” to stand out (champagne, chocolate & more)
• Tactical vs. strategic branding: Adapting to different business sizes and stages
• How word-of-mouth and earned media still outperform traditional comms

Links to Additional Resources

• Hybrency — Explore Jonathan James' strategic consulting services
• Champagne Strategy Podcast —Jonathan James' podcast on business, branding, and of course, champagne
• Book: "Influence: The Psychology of Persuasion" by Robert Cialdini
• Tony’s Chocolonely — The chocolate brand referenced in the episode

Ready to level up your brand with strategies that actually work? Take action now: audit your website for genuine social proof, revamp your client proposal process with testimonials, or pick a “signature” detail that sets you apart (just like champagne or chocolate!). And if your team is ready for real brand science training, visit appliedbrandscience.com for resources and more.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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