Domino’s found only a 15% overlap between delivery and carryout buyers. They are entirely different markets. Buyers won't change their habits for you. Stop profiling who they are, and start making it easy for them to buy how they want.
#AppliedBrandScience
#AppliedBrandScience
September 24, 2026 at 2:08 PM
Domino’s found only a 15% overlap between delivery and carryout buyers. They are entirely different markets. Buyers won't change their habits for you. Stop profiling who they are, and start making it easy for them to buy how they want.
#AppliedBrandScience
#AppliedBrandScience
Would you rather be unique, or be remembered?
Most brands act like those are the same question. They're not.
You don't need a special idea. You need a familiar one, delivered consistently, forever.
Boring? Kind of. Also effective.
#appliedbrandscience #brandscience #marketing
Most brands act like those are the same question. They're not.
You don't need a special idea. You need a familiar one, delivered consistently, forever.
Boring? Kind of. Also effective.
#appliedbrandscience #brandscience #marketing
September 23, 2026 at 3:08 PM
Would you rather be unique, or be remembered?
Most brands act like those are the same question. They're not.
You don't need a special idea. You need a familiar one, delivered consistently, forever.
Boring? Kind of. Also effective.
#appliedbrandscience #brandscience #marketing
Most brands act like those are the same question. They're not.
You don't need a special idea. You need a familiar one, delivered consistently, forever.
Boring? Kind of. Also effective.
#appliedbrandscience #brandscience #marketing
WHAT FACE SHOULD YOU MAKE ON YOUR YOUTUBE THUMBNAIL?
Like, does changing your facial expression impact your view count?
Heck yeah it does.
~~~~~~
SIGN UP for the Irregular News & never miss a post: AppliedBrandScience com/signup
Like, does changing your facial expression impact your view count?
Heck yeah it does.
~~~~~~
SIGN UP for the Irregular News & never miss a post: AppliedBrandScience com/signup
May 8, 2025 at 8:01 PM
WHAT FACE SHOULD YOU MAKE ON YOUR YOUTUBE THUMBNAIL?
Like, does changing your facial expression impact your view count?
Heck yeah it does.
~~~~~~
SIGN UP for the Irregular News & never miss a post: AppliedBrandScience com/signup
Like, does changing your facial expression impact your view count?
Heck yeah it does.
~~~~~~
SIGN UP for the Irregular News & never miss a post: AppliedBrandScience com/signup
GET YOUR brand ASSET IN GEAR.
If you don't have strong brand assets, MAKE 'em.
If you DO have strong brand assets, USE 'em.
(also, sign up for the brand science newsletter & never miss a beat:
AppliedBrandScience. com/SignUp )
If you don't have strong brand assets, MAKE 'em.
If you DO have strong brand assets, USE 'em.
(also, sign up for the brand science newsletter & never miss a beat:
AppliedBrandScience. com/SignUp )
October 31, 2025 at 2:07 PM
GET YOUR brand ASSET IN GEAR.
If you don't have strong brand assets, MAKE 'em.
If you DO have strong brand assets, USE 'em.
(also, sign up for the brand science newsletter & never miss a beat:
AppliedBrandScience. com/SignUp )
If you don't have strong brand assets, MAKE 'em.
If you DO have strong brand assets, USE 'em.
(also, sign up for the brand science newsletter & never miss a beat:
AppliedBrandScience. com/SignUp )
Join me for some Life Lessons on Data Visualization.
🍊 How to tell killer stories with data.
🍊 How to avoid being a snoozefest.
🍊 How you should think about charts & graphs.
Learn more & sign up at AppliedBrandScience com/products
#datavisualization #lifelessons #brandstrategy #data
🍊 How to tell killer stories with data.
🍊 How to avoid being a snoozefest.
🍊 How you should think about charts & graphs.
Learn more & sign up at AppliedBrandScience com/products
#datavisualization #lifelessons #brandstrategy #data
December 9, 2024 at 2:06 PM
Join me for some Life Lessons on Data Visualization.
🍊 How to tell killer stories with data.
🍊 How to avoid being a snoozefest.
🍊 How you should think about charts & graphs.
Learn more & sign up at AppliedBrandScience com/products
#datavisualization #lifelessons #brandstrategy #data
🍊 How to tell killer stories with data.
🍊 How to avoid being a snoozefest.
🍊 How you should think about charts & graphs.
Learn more & sign up at AppliedBrandScience com/products
#datavisualization #lifelessons #brandstrategy #data
WHAT'S THE BEST-SIZE INFLUENCER TO WORK WITH?
Like, should you work with small, “niche” influencers, or big (and probably expensive) superstars?
The magic number is ~1MM followers.
Read the paper. It’s lovely.
~~~~~~~~
🍊 Sign up for the Irregular News at AppliedBrandScience com/signup
Like, should you work with small, “niche” influencers, or big (and probably expensive) superstars?
The magic number is ~1MM followers.
Read the paper. It’s lovely.
~~~~~~~~
🍊 Sign up for the Irregular News at AppliedBrandScience com/signup
December 3, 2024 at 6:10 PM
WHAT'S THE BEST-SIZE INFLUENCER TO WORK WITH?
Like, should you work with small, “niche” influencers, or big (and probably expensive) superstars?
The magic number is ~1MM followers.
Read the paper. It’s lovely.
~~~~~~~~
🍊 Sign up for the Irregular News at AppliedBrandScience com/signup
Like, should you work with small, “niche” influencers, or big (and probably expensive) superstars?
The magic number is ~1MM followers.
Read the paper. It’s lovely.
~~~~~~~~
🍊 Sign up for the Irregular News at AppliedBrandScience com/signup
Peggy McCartha kicked off COVER BRAND with a common problem:
HOW DO YOU MANAGE MULTIPLE INTERSECTING BRANDS?
Tune in to hear the whole chat about the sitch.
Subscribe so you don't miss an episode.
New episodes Tuesdays, whereever you get your podcasts.
AppliedBrandScience com/CoverBrand
HOW DO YOU MANAGE MULTIPLE INTERSECTING BRANDS?
Tune in to hear the whole chat about the sitch.
Subscribe so you don't miss an episode.
New episodes Tuesdays, whereever you get your podcasts.
AppliedBrandScience com/CoverBrand
March 25, 2025 at 2:08 PM
Peggy McCartha kicked off COVER BRAND with a common problem:
HOW DO YOU MANAGE MULTIPLE INTERSECTING BRANDS?
Tune in to hear the whole chat about the sitch.
Subscribe so you don't miss an episode.
New episodes Tuesdays, whereever you get your podcasts.
AppliedBrandScience com/CoverBrand
HOW DO YOU MANAGE MULTIPLE INTERSECTING BRANDS?
Tune in to hear the whole chat about the sitch.
Subscribe so you don't miss an episode.
New episodes Tuesdays, whereever you get your podcasts.
AppliedBrandScience com/CoverBrand
WHAT DO WE MEAN WHEN WE SAY "BRAND"?
A super-simple clarification:
BIG B BRAND: your reputation.
LITTLE B BRAND: how people know it's you.
🍊 Both matter — a LOT.
🍊 Some people only see 1 of them.
🍊 Both need tending.
Get the Irregular News at AppliedBrandScience com/signup
A super-simple clarification:
BIG B BRAND: your reputation.
LITTLE B BRAND: how people know it's you.
🍊 Both matter — a LOT.
🍊 Some people only see 1 of them.
🍊 Both need tending.
Get the Irregular News at AppliedBrandScience com/signup
November 26, 2024 at 3:07 PM
WHAT DO WE MEAN WHEN WE SAY "BRAND"?
A super-simple clarification:
BIG B BRAND: your reputation.
LITTLE B BRAND: how people know it's you.
🍊 Both matter — a LOT.
🍊 Some people only see 1 of them.
🍊 Both need tending.
Get the Irregular News at AppliedBrandScience com/signup
A super-simple clarification:
BIG B BRAND: your reputation.
LITTLE B BRAND: how people know it's you.
🍊 Both matter — a LOT.
🍊 Some people only see 1 of them.
🍊 Both need tending.
Get the Irregular News at AppliedBrandScience com/signup
If you want people to be INTERESTED in your brand,
then your brand has to be INTERESTING.
(Obvi.)
#appliedbrandscience #brandscience #marketing
then your brand has to be INTERESTING.
(Obvi.)
#appliedbrandscience #brandscience #marketing
September 16, 2026 at 12:03 PM
If you want people to be INTERESTED in your brand,
then your brand has to be INTERESTING.
(Obvi.)
#appliedbrandscience #brandscience #marketing
then your brand has to be INTERESTING.
(Obvi.)
#appliedbrandscience #brandscience #marketing
Last year, over 1M US small businesses were born. But data on 19M companies shows half die before age 5. We want to believe our brand is special, but gravity still applies. Base rates are real.
Stop fighting the physics and start building on actual brand laws.
#AppliedBrandScience #BrandLaws
Stop fighting the physics and start building on actual brand laws.
#AppliedBrandScience #BrandLaws
September 17, 2026 at 12:56 PM
Last year, over 1M US small businesses were born. But data on 19M companies shows half die before age 5. We want to believe our brand is special, but gravity still applies. Base rates are real.
Stop fighting the physics and start building on actual brand laws.
#AppliedBrandScience #BrandLaws
Stop fighting the physics and start building on actual brand laws.
#AppliedBrandScience #BrandLaws
McDonald’s rates dead last for food and service, yet they're 4x bigger than Wendy's. Why? Buyers choose "reliably meh" to avoid the risk of a bad meal. Physical availability beats quality. Stop trying to be the best; be the easiest.
#AppliedBrandScience
#AppliedBrandScience
September 10, 2026 at 2:09 PM
McDonald’s rates dead last for food and service, yet they're 4x bigger than Wendy's. Why? Buyers choose "reliably meh" to avoid the risk of a bad meal. Physical availability beats quality. Stop trying to be the best; be the easiest.
#AppliedBrandScience
#AppliedBrandScience
Those who don't learn from marketing's past are doomed to repeat it.
Want to learn from the past? I just launched a webinar on the Laws and Levers of Brand Science—the stuff that's timeless, . Find it at AppliedBrandScience.com.
#appliedbrandscience
Want to learn from the past? I just launched a webinar on the Laws and Levers of Brand Science—the stuff that's timeless, . Find it at AppliedBrandScience.com.
#appliedbrandscience
September 9, 2026 at 2:08 PM
Those who don't learn from marketing's past are doomed to repeat it.
Want to learn from the past? I just launched a webinar on the Laws and Levers of Brand Science—the stuff that's timeless, . Find it at AppliedBrandScience.com.
#appliedbrandscience
Want to learn from the past? I just launched a webinar on the Laws and Levers of Brand Science—the stuff that's timeless, . Find it at AppliedBrandScience.com.
#appliedbrandscience
You would think that premium liquor comes in hefty bottles. But data shows price & weight are barely correlated.
Which is odd, since people use physical heft as a subconscious shortcut for quality.
If you sell a premium product, make sure it feels like one.
#AppliedBrandScience #BrandLaws
Which is odd, since people use physical heft as a subconscious shortcut for quality.
If you sell a premium product, make sure it feels like one.
#AppliedBrandScience #BrandLaws
September 3, 2026 at 12:06 PM
You would think that premium liquor comes in hefty bottles. But data shows price & weight are barely correlated.
Which is odd, since people use physical heft as a subconscious shortcut for quality.
If you sell a premium product, make sure it feels like one.
#AppliedBrandScience #BrandLaws
Which is odd, since people use physical heft as a subconscious shortcut for quality.
If you sell a premium product, make sure it feels like one.
#AppliedBrandScience #BrandLaws
Big data is useless without big theory.
Mild overstatement. But exabytes of 'big data' are clogging up corporate cloud accounts with nary an insight in sight.
This is where "big theory" comes in: it helps you decide what's useful, and how to use it.
#appliedbrandscience #brandscience #marketing
Mild overstatement. But exabytes of 'big data' are clogging up corporate cloud accounts with nary an insight in sight.
This is where "big theory" comes in: it helps you decide what's useful, and how to use it.
#appliedbrandscience #brandscience #marketing
September 2, 2026 at 2:08 PM
Big data is useless without big theory.
Mild overstatement. But exabytes of 'big data' are clogging up corporate cloud accounts with nary an insight in sight.
This is where "big theory" comes in: it helps you decide what's useful, and how to use it.
#appliedbrandscience #brandscience #marketing
Mild overstatement. But exabytes of 'big data' are clogging up corporate cloud accounts with nary an insight in sight.
This is where "big theory" comes in: it helps you decide what's useful, and how to use it.
#appliedbrandscience #brandscience #marketing
When AI trains on its own AI output, it rapidly degrades into gobbledygook. Marketers do the same: we copy "best practices" and train our marketing on other marketing instead of actual human behavior. Stop eating your own tail.
#AppliedBrandScience #BrandStrategy #MarketingReality #HowBrandsGrow
#AppliedBrandScience #BrandStrategy #MarketingReality #HowBrandsGrow
August 27, 2026 at 2:08 PM
When AI trains on its own AI output, it rapidly degrades into gobbledygook. Marketers do the same: we copy "best practices" and train our marketing on other marketing instead of actual human behavior. Stop eating your own tail.
#AppliedBrandScience #BrandStrategy #MarketingReality #HowBrandsGrow
#AppliedBrandScience #BrandStrategy #MarketingReality #HowBrandsGrow
If you want to see a brand's true values, look at how they treat their waiter.
So how does your brand treat business partners, suppliers, and vendors? How do you treat your staff? What do you do when you think nobody's looking?
#appliedbrandscience #brandscience #marketing
So how does your brand treat business partners, suppliers, and vendors? How do you treat your staff? What do you do when you think nobody's looking?
#appliedbrandscience #brandscience #marketing
August 26, 2026 at 2:07 PM
If you want to see a brand's true values, look at how they treat their waiter.
So how does your brand treat business partners, suppliers, and vendors? How do you treat your staff? What do you do when you think nobody's looking?
#appliedbrandscience #brandscience #marketing
So how does your brand treat business partners, suppliers, and vendors? How do you treat your staff? What do you do when you think nobody's looking?
#appliedbrandscience #brandscience #marketing
We assume nonprofits run on deep loyalty. But data shows donors follow the exact same "banana curve" laws as grocery shoppers.
You won't grow just by chasing major donors or forcing small ones to upgrade. Gravity still applies to charities. Grow the whole banana.
#BrandLaws #AppliedBrandScience
You won't grow just by chasing major donors or forcing small ones to upgrade. Gravity still applies to charities. Grow the whole banana.
#BrandLaws #AppliedBrandScience
August 20, 2026 at 1:07 PM
We assume nonprofits run on deep loyalty. But data shows donors follow the exact same "banana curve" laws as grocery shoppers.
You won't grow just by chasing major donors or forcing small ones to upgrade. Gravity still applies to charities. Grow the whole banana.
#BrandLaws #AppliedBrandScience
You won't grow just by chasing major donors or forcing small ones to upgrade. Gravity still applies to charities. Grow the whole banana.
#BrandLaws #AppliedBrandScience
If you run a restaurant, it doesn't matter how artfully the food is plated if the floors are sticky.
So what's the "sticky floor" in your business? Is there an unglamorous detail that might be quietly undoing your hard work?
#appliedbrandscience #brandscience #marketing
So what's the "sticky floor" in your business? Is there an unglamorous detail that might be quietly undoing your hard work?
#appliedbrandscience #brandscience #marketing
August 19, 2026 at 2:08 PM
If you run a restaurant, it doesn't matter how artfully the food is plated if the floors are sticky.
So what's the "sticky floor" in your business? Is there an unglamorous detail that might be quietly undoing your hard work?
#appliedbrandscience #brandscience #marketing
So what's the "sticky floor" in your business? Is there an unglamorous detail that might be quietly undoing your hard work?
#appliedbrandscience #brandscience #marketing
We treat college as the ultimate loyalty purchase, but data shows 40% of students transfer and 80% of multi-kid households pick different schools. Brand monogamy is a myth. Repertoires are the rule for how humans buy.
#AppliedBrandScience #MarketingReality
#AppliedBrandScience #MarketingReality
August 13, 2026 at 1:07 PM
We treat college as the ultimate loyalty purchase, but data shows 40% of students transfer and 80% of multi-kid households pick different schools. Brand monogamy is a myth. Repertoires are the rule for how humans buy.
#AppliedBrandScience #MarketingReality
#AppliedBrandScience #MarketingReality
We assume premium brands are only bought by the wealthy. But global purchase data proves economic stratification is mostly a marketing myth. Buyers are messy, and budgets are flexible. You share customers across all income levels way more than you think.
#AppliedBrandScience #BrandLaws
#AppliedBrandScience #BrandLaws
August 6, 2026 at 3:18 PM
We assume premium brands are only bought by the wealthy. But global purchase data proves economic stratification is mostly a marketing myth. Buyers are messy, and budgets are flexible. You share customers across all income levels way more than you think.
#AppliedBrandScience #BrandLaws
#AppliedBrandScience #BrandLaws
"Brand" is one of those words. everyone's got a definition and none of them are quite right.
Here's the one that sticks: a promise, at a given price point
What is your price tag out there promising on your behalf? Do you know?
#appliedbrandscience #brandscience #marketing
Here's the one that sticks: a promise, at a given price point
What is your price tag out there promising on your behalf? Do you know?
#appliedbrandscience #brandscience #marketing
August 5, 2026 at 2:08 PM
"Brand" is one of those words. everyone's got a definition and none of them are quite right.
Here's the one that sticks: a promise, at a given price point
What is your price tag out there promising on your behalf? Do you know?
#appliedbrandscience #brandscience #marketing
Here's the one that sticks: a promise, at a given price point
What is your price tag out there promising on your behalf? Do you know?
#appliedbrandscience #brandscience #marketing
We assume marketing is about persuasion. But buyers are mental misers who rarely think about brands at all. When Planters killed Mr. Peanut, sales spiked 900% not because of logic, but because fame beats persuasion. Your #1 job is just being remembered.
#AppliedBrandScience #BrandLaws
#AppliedBrandScience #BrandLaws
July 30, 2026 at 12:05 PM
We assume marketing is about persuasion. But buyers are mental misers who rarely think about brands at all. When Planters killed Mr. Peanut, sales spiked 900% not because of logic, but because fame beats persuasion. Your #1 job is just being remembered.
#AppliedBrandScience #BrandLaws
#AppliedBrandScience #BrandLaws
We love the 80/20 rule because it justifies our obsession with heavy buyers. But data from hundreds of companies shows the real ratio is closer to 50/20. Half your revenue comes from light, occasional buyers. Time to start marketing to how people actually buy.
#AppliedBrandScience #BrandLaws
#AppliedBrandScience #BrandLaws
July 23, 2026 at 1:06 PM
We love the 80/20 rule because it justifies our obsession with heavy buyers. But data from hundreds of companies shows the real ratio is closer to 50/20. Half your revenue comes from light, occasional buyers. Time to start marketing to how people actually buy.
#AppliedBrandScience #BrandLaws
#AppliedBrandScience #BrandLaws
We obsess over crafting the perfect brand story to win over buyers. But buyers are mental misers who don't even know the backstory of their own toilet paper. Your brand story isn't for them, it's for internal alignment and pitching retailers. Stop fighting gravity.
#AppliedBrandScience #BrandLaws
#AppliedBrandScience #BrandLaws
July 16, 2026 at 12:05 PM
We obsess over crafting the perfect brand story to win over buyers. But buyers are mental misers who don't even know the backstory of their own toilet paper. Your brand story isn't for them, it's for internal alignment and pitching retailers. Stop fighting gravity.
#AppliedBrandScience #BrandLaws
#AppliedBrandScience #BrandLaws
Literal: what your brand does.
Illiteral: what your buyer feels when they realize they need it.
One of these is in your about page. the other one is in their memory.
#BrandScience #AppliedBrandScience #MarketingNerds
Illiteral: what your buyer feels when they realize they need it.
One of these is in your about page. the other one is in their memory.
#BrandScience #AppliedBrandScience #MarketingNerds
July 15, 2026 at 2:07 PM
Literal: what your brand does.
Illiteral: what your buyer feels when they realize they need it.
One of these is in your about page. the other one is in their memory.
#BrandScience #AppliedBrandScience #MarketingNerds
Illiteral: what your buyer feels when they realize they need it.
One of these is in your about page. the other one is in their memory.
#BrandScience #AppliedBrandScience #MarketingNerds