Ethan Decker

Ethan Decker is a global expert in brand science and evidence-based marketing. With over two decades of experience, he teaches leaders and marketing teams how to apply the proven laws of brand growth and consumer behaviour to scale their businesses. As the creator of “The Laws & Levers of Brand Science,” Ethan simplifies 50 years of marketing science into actionable strategies that transform how brands are built and communicated. He’s known for busting long-held marketing myths and training teams from startups to Fortune 500 companies. Ethan’s engaging, no-fluff style equips marketers to be more confident, effective, and efficient. His teachings are a must for those ready to abandon guesswork and lean into science-backed strategies.

What if everything you thought you knew about branding was wrong?

In this episode of Talking with the Experts, Rose Davidson speaks with global marketing strategist Ethan Decker, a renowned expert in brand science and advertising effectiveness. Ethan unpacks decades of research into how brands actually grow — and challenges the outdated advice still circulating in marketing circles today. 

With 50 years of marketing science at his fingertips, Ethan introduces us to the Laws & Levers of Brand Science. These principles aren’t based on fads or hunches — they’re backed by data and have stood the test of time. From brand salience to mental availability, Ethan explains how to apply these levers in practical ways, helping business owners and marketing professionals make smarter, more strategic decisions. 

You’ll hear how to bust the biggest branding myths, build customer loyalty, and create campaigns that convert without the fluff. This isn’t guesswork — it’s science that scales. 

Whether you’re a solo entrepreneur or part of a large marketing team, this episode will give you the tools to grow confidently, communicate clearly, and compete effectively. 

🎧 Tune in now to upgrade your marketing game. 

🎯 THREE Key Takeaways: 

1. Marketing Myths Busted – Learn which common marketing beliefs are false and how they hinder brand growth. 
2. Laws of Brand Science – Discover the evidence-based principles that every successful marketer should use. 
3. Practical Levers for Growth – Gain actionable strategies to apply brand science and scale your business with confidence.

Introduction of Ethan Decker

• Ethan Decker was introduced as a global expert in the science of brand growth, evidence-based marketing, and consumer behavior.
• Ethan travels the world teaching marketing leaders and their teams how to use brand science to grow their business.
• His approach, the laws and levers of brand science, cuts through fads and zombie ideas, retrains people’s marketing intuition, and gives people the tools they need to be more effective, more efficient, and more confident in their marketing and branding activities. 

Ethan Decker’s Background

• Ethan Decker originally set out to study ecology and obtained a PhD in computational ecology.
• Ethan ended up in marketing and advertising through a series of events.
• Ethan’s background in ecology and research led them to question the science behind marketing, which eventually became the foundation for their work in brand science. 

Myths About Brand Loyalty

• Ethan Decker discussed the myth that people generally care about brands as much as brand owners do.
• Ethan explained that brand loyalty is often overstated and that consumers tend to buy across a range of brands rather than being exclusively loyal to one.
• Ethan highlighted that even for well-known brands like Levi’s, Nike, Apple, and Harley-Davidson, true brand loyalty is rare.
• Ethan noted that passionate brand loyalists are often the loudest, but they represent a minority compared to the silent majority who buy multiple brands. 

Overcoming Perception Bias in Marketing

• Ethan advised marketers not to believe their own hype and to be aware of perception biases.
• Ethan suggested that for every glowing review, there are many more customers who are satisfied but not passionate.
• Ethan recommended seeking out feedback from light buyers or those who bought once and didn’t return, to gain a more balanced perspective. 

Universal Laws of Marketing

• Ethan Decker outlined three universal laws of marketing.
• The first law is that people generally do not think, care, or know much about brands, even those they buy regularly.
• The second law is that consumers tend to buy across a range of brands, and pure brand loyalty is rare.
• The third law is that big brands tend to have higher levels of repeat purchase compared to smaller brands. 

Laws vs. Levers in Marketing

• Ethan explained the difference between laws and levers in marketing.
• Laws are universal principles that apply to almost every brand and category, similar to gravity.
• Levers are optional marketing strategies that can be pulled based on what works for a specific brand, resources available, and preferences.
• Ethan used the example of Restoration Hardware, a successful brand that does not use social media, to illustrate that being on social media is a lever, not a law. 

Ethan Decker’s Online Presence and Offerings

• Ethan can be found on Facebook at Applied Brand Science and on LinkedIn as E8Decker.
• Ethan’s website, appliedbrandscience.com, features old blog posts about the laws and levers of brand science, information about the services offered, and some personal details.
• Ethan offers high-end consulting as well as affordable products and services for small companies and brands.

• Introduction of the podcast “Talking with the Experts” and its focus on business ideas from experienced business owners.
• Introduction of Ethan Decker, a global expert in brand science, and his approach to using evidence-based marketing and consumer behaviour to grow brands.
• Discussion on the myth that people care deeply about brands and are loyal to them, highlighting that most consumers buy across a range of brands.
• Explanation of the myth of pure brand loyalty and how even iconic brands like Levi’s, Nike, and Apple do not have undying brand loyalty from consumers.
• Advice for marketers to not believe their own hype and to pay attention to the silent majority of consumers who are not brand evangelists.
• Discussion on the three universal laws of marketing: people don’t think, care, or know much about brands; consumers tend to buy across a range of brands; and big brands have higher levels of repeat purchase than small brands.
• Explanation of the difference between the universal laws of marketing (which are constant) and the levers (which are optional marketing strategies that can be chosen based on what works for a particular brand).
• Emphasis on the importance of experimenting with different marketing levers to find what works best for a brand, as opposed to blindly following trends or assuming certain strategies are universal laws.
• Information on where to find Ethan Decker online to learn more about his services and the laws and levers of brand science.

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