Ad agencies love young people. We say it’s for "fresh ideas," but it’s often about cheap labor and hustle culture. Experience is a lever we stopped pulling.
#AppliedBrandScience #MarketingReality

We’re told Gen Z buys "purpose." But the data shows they mostly buy Pringles, Nike, and Google. They aren't a new species of activist shopper; they're just mental misers like the rest of us. Availability beats virtue almost every time.

#AppliedBrandScience #MarketingReality

The natural state of memory is decay. We forget keys, names, and brands constantly. It’s not a marketing failure; it’s a biological law called the Forgetting Curve. You have to do 200% just to stay where you are. Repetition isn't a strategy; it's survival.

#AppliedBrandScience #MarketingReality

We assume "high satisfaction" = "high growth." But the data suggests otherwise. Niche brands have high scores because they serve fans. Giant brands have lower scores because they serve everyone. A dip in CSAT might just mean you're reaching the mass market.

#AppliedBrandScience #MarketingReality

Stop optimizing for the click. CTR is a terrible success metric that has almost no correlation with ROI or brand growth. It measures immediate reaction, not lasting retention. You’re building a brand, not a click farm.

#AppliedBrandScience #MarketingReality

Sebastian Hidalgo and I spent this episode talking through a simple tension:

From the inside, consistency feels repetitive.
From the outside, it feels reliable.

Music, brands, and why recognition usually does more work than novelty on Cover Brand.

#BrandScience #AppliedBrandScience #CoverBrand

Nobody thinks about your brand as much as you do.

Which is exactly why brand growth isn’t about persuasion—it’s about memory, cues, and being easy to think of when it counts.

#BrandScience #Marketing #MentalAvailability #AppliedBrandScience