Podcast Summary: Brain Driven Brands

Episode: Boost Your Brand's "Cool" Factor by 20% Using [SECRET PRODUCT]
Host: Sarah Levinger
Date: November 4, 2025

Episode Theme & Purpose

In this episode, Sarah Levinger unpacks a fascinating neuromarketing insight: your brand’s “cool factor” can increase by 20% just by launching a specific kind of quirky product. Drawing examples from major brands like True Classic, Spotify, and Crocs, Sarah dives into the psychology behind why oddball, off-category brand extensions captivate audiences—and how e-commerce companies can use this tactic to boost sales, brand affinity, and consumer engagement.

Key Discussion Points & Insights

The Dual Skillset Marketers Need

• Sarah opens by praising creative + analytical thinkers in marketing—those who can "look at data, understand it, internalize it, interpret it, do analysis, and then execute."
  • Quote: “I very rarely meet a marketer who can look at data...and then understand how to execute on it. That's a very, very rare skill set.” — Sarah [00:20]

Science Quiz: What Makes Brands Cooler?

• Sarah presents a scientific finding: brands become 20% "cooler" in the eyes of consumers when they release absurd, unrelated mini-products.
  • Not About:
    • Edgy/controversial products (e.g., cigarettes) [02:27]
    • Fashionable merch or simple premium product lines [02:38, 02:50]
  • Correct Answer (Revealed):
    • "If you launch an absurd mini product, it could increase the cool factor of your brand by 20%." — Sarah [03:23]
    • Examples: cybersecurity-themed toys, fried chicken nail polish, spicy toothpaste from a hot pot brand

Explanation & Psychology Behind Weird Brand Extensions

• These products succeed because they:
  • Add fun and surprise to the brand experience
  • Are conversation starters
  • Break category conventions
  • Signal that a brand is bold and creative
• Scientific basis: "This was across four experiments, 1,454 people, and an analysis of over 5,000 social media comments. Scientists found that...people thought the brand was 20% cooler after launching these products." — Sarah [04:01]

Notable Real-World Examples

• Crocs: Customizable “tchotchkes” to decorate shoes, described as “shoe bedazzle” items [06:16]
• Liquid Death: Partnerships with makeup brands (e.g., coffin-shaped makeup), watches, goth-themed accessories [07:03]
• Jack Daniels / Ford / Coors: Licensing with watch brands, not for unit sales but for brand elevation [07:34]
• McDonald’s / Adidas: Sauce-themed sneaker collab significantly boosted “cool” ratings [08:49]

Implementation Tips & Psychological Nuance

• The effect is stronger when:
  • The brand is already popular or well-known [08:49]
  • Both brands co-brand the extension
• The effect is weaker if:
  • The new product is too related/close to the core brand (needs to be “off the wall”) [08:49]
• Quote: “You need to find good connections with brands that don’t share a lot of headspace in the category but are interesting together." — Sarah [08:14]

Fun Brainstorm: Brand Extension Ideas

• Brainstorming a whiskey-themed hat brand extension: fortune cookies for blue-collar men with tongue-in-cheek whiskey fortunes inside [10:02–11:06]
  • Memorable moment: “Can you do a whiskey themed fortune cookie where it’s like, inside everyone’s like...have another one more round.” — Sarah [10:17]
  • Both hosts gush over the potential for delight and word-of-mouth [10:35–11:10]
• Practical tip: Custom fortune cookies are inexpensive, lightweight, and highly customizable [10:46]

Action Encouraged for Listeners

• “Everybody go out this week, test some really weird brand products. If you can, go get fortune cookies, please, and just tailor them to whatever you’re talking about in your brand.” — Sarah [11:13]

Notable Quotes & Memorable Moments (with Timestamps)

• [00:20] Sarah: “I very rarely meet a marketer who can look at data, understand it...and then understand how to execute on it. That's a very, very rare skill set.”
• [03:23] Sarah: “If you launch an absurd mini product, it could increase the cool factor of your brand by 20%.”
• [04:01] Sarah: “When real brands launched these kind of extremely unrelated products...people thought the brand was 20% cooler after launching these products.”
• [06:16] Sarah: “Crocs has those little tiny tchotchkes that you can put on the shoe...Shoe bedazzle basically.”
• [08:14] Sarah: “Find good connections with brands that don’t share a lot of headspace in the category but are interesting together.”
• [10:17] Sarah: “Can you do a whiskey themed fortune cookie where it’s like, inside everyone’s like...have another one more round.”
• [11:13] Sarah: “Everybody go out this week, test some really weird brand products...get fortune cookies, please, and just tailor them to whatever you’re talking about in your brand.”

Timestamps for Key Segments

• 00:14–01:11: Dual skillsets in marketing; intro banter on energy drinks and creativity
• 01:41–03:23: Science quiz on raising brand coolness—guessing and reveal
• 03:32–04:26: Psychology behind “absurd mini-products” and supporting research
• 06:16–07:34: Crocs and Liquid Death as best-in-class examples
• 07:34–08:49: Licensing stories; co-branding and effect strength
• 10:02–11:13: Fortune cookie brainstorm; practical tips; call to action for listeners

Takeaway for Brands

Launching a quirky, unexpected, totally offbeat mini-product or partnership can measurably boost your brand’s coolness in consumers’ minds—especially if you think way outside your normal category. Whether it’s hot pot toothpaste, fried chicken nail polish, or tongue-in-cheek fortune cookies, “the weirder the better” is the secret sauce here.

For detailed psychological tactics and more brainstorm inspiration, give this episode a listen!