Fight Unfair – Ethan Decker

What does ecology and scientific principle have to do with marketing. Everything, according to our guest today.

An ecologist who became a marketer, Ethan Decker is now a brand scientist. He takes a very long – and sometimes peculiar – view on humans, brands, and advertising. As a scientist in the world of marketing, he cuts through the hype and the trends to find out what really works, what the latest research says, and what it means for brands and organizations. Ethan has worked at some of the best agencies in the US for some of the largest brands in the world, including Domino’s,, Procter & Gamble, Kellogg’s, and Intel.

In this episode we challenge some of the established core marketing “laws,” such as the importance of being first to market, and we learn to look more closely, and scientifically, at the data that is really important in order to make wise marketing decisions. We also tackle the bold moves of IHop and their stunt to change their name (for one month) to IHob, and why Dominos got into the pothole filling business. There is episode is a must listen for amazing pearls of advice!

And just in case you were interested about Sir Kensington’s, learn more here!

Listen in!



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