Is your brand feeling a little stale or corporate—and you’re not sure if you should lean into a quirky mascot or a more human-focused approach? In this episode of Cover Brand, Ethan Decker welcomes Michele Blazier from Bishop Fox to break down the art and science of refreshing your brand. Together, they explore engaging marketing tactics and debate the merits of mascots versus human-centric branding. You’ll discover why character (not just “characters”) is essential, hear lessons from iconic mascots like the Geico Gecko and Duolingo Owl, and get proven tips on testing new branding ideas with clients. Tune in for lively examples, strategic guidance, and inspiration for your company’s next creative leap. If you want your brand to connect, stand out, and actually mean something to your audience, this episode is a must-listen.

Main Topics Covered:

• The debate: Mascot branding vs. human-centric branding
• Avoiding stale, corporate vibes in B2B marketing
• Injecting authentic character into your brand (not just using “a character”)
• Iconic mascot examples (Geico Gecko, Aflac Duck, Michelin Man, Duolingo Owl, Pixar’s Wall-E)
• How to authentically leverage street art, Easter eggs, and playful branding
• Why testing and feedback are critical for successful rebrands
• Staying true to your company culture while evolving your visual identity
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Links to Additional Resources:

• Bishop Fox – Offensive Security Experts
• Pixar’s Wall-E Character Analysis
• Duolingo Mascot Story
• Salesforce Astro Character

Ready to energize your brand? Listen to this episode for actionable insights that balance personality with professionalism—and start testing new ideas that break through the noise. Embrace experimentation, stay true to your brand DNA, and don’t be afraid to let your character shine.

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

Hosted on Acast. See acast.com/privacy for more information.

What happens when Jimmy Fallon and Bozoma Saint John host a reality show about branding? Chaos, Dunkin’ coffee, and surprisingly useful lessons for marketers. In this special Cover Brand series, Ethan and Laura dissect each episode of on brand. to separate TV drama from actual brand science.

This week, we meet the cast, the judges, and the first brand challenge: convincing America that Dunkin’ sells breakfast, not just donuts. From “breakfast for doers” lunch pails to decision-fatigue-fighting “breakfast handled,” we examine why some ideas worked, why others tanked, and what marketers can learn from watching a game show disguised as a brand sprint.

Main Topics Covered:

• Why “loud” ≠ “smart” in brand strategy (sorry, Jimmy)
• The cast of On Brand: marketing pros, professors, and a honky-tonk MC turned brand guru
• Dunkin’s surprisingly solid creative brief (rare unicorn alert)
• Why similar campaign ideas crop up all the time—and why that’s not a problem
• The winning ideas: “Breakfast for Doers” vs. “Breakfast Handl’d”
• Merch matters: why a lunch pail might actually be smarter than a Magic 8-ball
• The sticky phrase of the week: “Handl’d.”

Links to Additional Resources:

• Watch on brand. with Jimmy Fallon on NBC/Peacock - https://www.nbc.com/on-brand-with-jimmy-fallon
• Learn more about Dunkin’s brand history - https://news.dunkindonuts.com/blog/dunkin-donuts-then-and-now

Think of this as brand strategy with a side of reality TV popcorn. Subscribe to Cover Brand for this special On Brand series, and share it with your marketing friends who secretly binge reality TV “for research.”

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

Hosted on Acast. See acast.com/privacy for more information.

How can your brand stay authentic when AI is generating your content? In this engaging episode of Cover Brand, Ethan Decker sits down with Carl Roose—founder of MindTeam AI—to talk about bridging the gap between cutting-edge technology and lasting brand identity. Using real-world examples, witty banter, and deep insights from both biology and branding, they discuss how brands (from local garages to global icons) can uphold their reputation, avoid pitfalls, and connect meaningfully with audiences—even as AI becomes the backbone of digital marketing.

Listeners will leave with a more nuanced understanding of authenticity as a social construct, actionable tips on leveraging AI for their marketing without losing their brand’s soul, and a big-picture view of how brand trust is established (and sometimes broken) in today's digital world. If you want your business to stand out and resonate, this episode delivers the science, strategy, and stories you need.

Main Topics Covered:

• The meaning and evolution of authenticity in branding
• How AI is transforming brand communication and marketing workflows
• The challenges (and myths) of maintaining an "authentic voice" with AI-generated content
• The social science behind brand trust and reputation
• Real-world cases: from mixtapes to Tommy Hilfiger and Dove’s “Campaign for Real Beauty”
• Why being “too polished” isn’t necessarily inauthentic—and when it helps
• Practical advice for small businesses and consultants using AI in their marketing
• The paradox of authenticity: how it’s conferred and why it’s never just self-proclaimed

Links to Additional Resources:

• MindTeam AI (Carl Roose’s consultancy)
• Ethan Decker TED Talk: “We're All in Marketing: What Evolution Tells Us About Advertising"
• Dove’s Campaign for Real Beauty

Enjoyed this episode? Take your brand to the next level by reflecting on how your business presents itself—online and offline. Test your messaging for “social authenticity” and explore how AI can sharpen, rather than dilute, your unique voice. Got questions, or want to share your brand’s transformation? Reach out to Cover Brand for more strategies and stories.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 editing with human eyes, ears and hands. Produced by BiCurean.com

Hosted on Acast. See acast.com/privacy for more information.