Demystifying Brand Value with Rocky Longworth

What is the real financial impact of branding? In this episode of Cover Brand, Ethan Decker welcomes Rocky Longworth of Equilibrium Advantage to unpack the misunderstood role of brand in business growth. Too often, business owners focus on easy-to-measure metrics like daily sales, missing the long-term value that true brand-building delivers.

You’ll learn how to reframe the conversation with stakeholders (and even the CFO!) to recognize brand as a major asset, not just marketing fluff. Full of practical anecdotes—like why someone chooses Charmin over Cottonelle, or how the Aflac duck transformed insurance marketing—this episode is a must-listen for marketers, small business owners, and anyone looking to bridge the gap between brand strategy and bottom-line results. Get actionable strategies to track your brand’s impact and unlock compounding growth.

Tune in to discover: how to prove your brand’s financial value, build stronger connections with customers, and balance short-term wins with sustainable success.

Main Topics Covered:

• Why small and midsize businesses undervalue brand and focus on the wrong metrics
• The power of brand equity: real-world case studies from Snickers to Salesforce to Aflac
• Turning brand from an abstract concept into measurable business value
• Overcoming internal resistance from CFOs and skeptics
• How to track the right indicators for brand success (beyond daily sales)
• Balancing performance marketing with long-term brand building
• Easy, budget-friendly ways to research your brand—just talk to your customers!
• The emotional and behavioral side of branding that drives purchase intent
• Tools and tips for shifting organizational mindset around brand investment
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Links to Additional Resources:

• Athletic Brewing Co.
• Mash Gang
• Aflac Duck Campaign Case Study

Ready to change the way your team thinks about brand? Start by sharing this episode with your next meeting’s toughest skeptic. Challenge yourself to identify one brand metric you can begin tracking today—beyond sales—and talk to a few customers for real-world feedback. Embrace brand as your most powerful business asset!

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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