Ready to make your brand stand out in a noisy market? This episode is packed with strategies for entrepreneurs and marketers looking to build unforgettable brands. Matteo Schaffner shares the journey of launching "Minga," a freeze dried fruit brand rooted in Latin American community and sustainability, while Ethan Decker delivers science-backed insights on what makes brand identity truly memorable. Learn the secret to choosing distinctive names, colors, and packaging, and why having a backstory powers internal brand culture. Ideal for founders, brand strategists, and anyone looking to add unique value to a commodity product. Listen for practical examples, creative brainstorming, and expert branding advice that can take your project from idea to iconic.

Optimize your brand for recognition and recall, discover how being different can be your strongest asset, and get inspired by real-world stories of brand innovation.

Main Topics:

• The importance of brand identity ("Big B" vs "Little B" brand)
• The process and challenges in building a consumer brand from raw materials
• Freeze dried vs dehydrated fruit: differentiating your product
• How to choose standout brand names, logos, and colors
• Making your packaging do the heavy lifting in retail and online environments
• Why your brand backstory matters—and who it’s really for
• Distinctiveness vs relevance: Defying category conventions for brand success
• Real-world branding examples (Starbucks, Geico, Apple, Theo, Panda Cheese)
• Practical advice for testing and refining brand elements in market

Links to Additional Resources:

• Cover Brand Spotify Playlist – Featuring cover songs mentioned on the podcast
• Theo Chocolate – Example chocolate brand discussed
• All the Things You Are history.

If you’re launching a new consumer brand or refreshing your current identity, this episode is a must-listen! Apply these insights to stand out from competitors and build lasting customer recognition. Curious about how brand science can transform your business? Visit appliedbrandscience.com for deeper dives and resources.

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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