We Made Mashed Potatoes (A Miscellaneous Episode)

Summary

Brain Driven Brands – Episode: "We Made Mashed Potatoes (A Miscellaneous Episode)"

Release Date: August 12, 2025

Hosts: Sarah Levinger and Nate Legos
Guest: Scotty

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Introduction

In this lighthearted and insightful episode of Brain Driven Brands, hosts Sarah Levinger and Nate Legos, along with guest Scotty, navigate through a mix of personal anecdotes and deep dives into neuromarketing strategies. Despite the playful title, "We Made Mashed Potatoes," the conversation delves into critical topics such as effective copywriting, the dynamics of Amazon's Prime Day, and innovative customer acquisition techniques. This episode blends humor with actionable insights, making it valuable for both seasoned marketers and newcomers in the e-commerce space.

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1. The Power of Core Identity Mapping in Copywriting

The episode kicks off with an engaging discussion about a recent success Nate achieved in copywriting. Nate reveals that a new piece of copy outperformed their longstanding top performer by 16%, attributing this success to Sarah's implementation of a Core Identity Map (CIM).

Key Points:

• Core Identity Map (CIM): A research tool developed by Sarah to understand brand and customer identities deeply. It differentiates between concepts like "deserve" and "earn," tapping into the psychological triggers that resonate more profoundly with audiences.
• Copy Enhancement: By changing a single word from "deserve" to "earned," Nate's new copy ("Respect isn't given. Legacy isn't handed to you...") significantly outperformed the previous version.

Notable Quote:

Sarah (03:30): "If you don't know what a CIM is... CIM is a core identity map, something I run for a bunch of brands."

Takeaway: Small, research-driven adjustments in copy can lead to substantial improvements in engagement and conversion rates. Utilizing CIMs can uncover nuanced differences in language that better resonate with target audiences.

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2. Kiss, Marry, Kill: Assessing Ad Formats

To add a fun twist to the episode, Sarah and Nate play "Kiss, Marry, Kill" with various advertising formats and channels. This segment not only entertains but also provides strategic insights into the effectiveness of different marketing tools.

Key Points:

• Ad Formats:
  • UGC Videos (User-Generated Content): Preferred for their authenticity and higher engagement rates.
  • High Production Static Ads: Valued for their polished appearance but often lack the scalability and long-term effectiveness compared to UGC.
  • High Production Videos: Seen as less sustainable, as they may perform well initially but struggle to maintain momentum over time.

Notable Quote:

Sarah (08:50): "I'd probably kiss normal UGC because that seems to be working for a few brands... the best performing ads right now are UGC."

Ad Channels:

• Meta (Facebook): Chosen as a "marry" option due to its robust targeting capabilities and vast user base.
• TikTok: Designated as a "kill" option for lower intent audiences.
• Snapchat: Discussed as an underutilized platform with potential growth, surprising even the hosts.

Notable Quote:

Scotty (14:37): "Amazon is matured. It's the law of big numbers... they’re still growing."

Takeaway: User-generated content and Meta are highly effective for sustained engagement, while platforms like TikTok may require a more strategic approach. High production ads, though appealing, may not offer the long-term benefits that more authentic formats provide.

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3. Analyzing Amazon's Performance with the 4-Day Prime Day

Scotty introduces a critical analysis of Amazon's four-day Prime Day strategy, questioning why it hasn't met expectations compared to previous years.

Key Points:

• Performance Decline: The extended Prime Day saw diminishing returns on the second and third days, with a slight uptick on the fourth day.
• Psychological Impact: Extending Prime Day dilutes the sense of urgency and exclusivity, making it feel gimmicky rather than a major sales event.
• Timing Issues: Scheduling Prime Day shortly after the July 4th holiday may have impacted consumer participation due to vacations and other commitments.

Notable Quotes:

Nate (15:06): "I think the last day was just a little bit of urgency and scarcity in there."

Sarah (13:20): "Amazon's killing... something I think we should be talking to people differently who have already worn a watch from us or gifted a watch from us."

Takeaway: Extending major sales events like Prime Day can undermine their effectiveness by reducing the urgency needed to drive consumer action. Timing and maintaining exclusivity are crucial for sustaining high engagement and sales performance.

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4. Innovative Customer Acquisition Strategies

The conversation shifts to strategies for acquiring new customers cost-effectively, emphasizing the importance of tailored communication and participation over mere personalization.

Key Points:

• Beyond Personalization: Brands are moving towards a "participation era," where customers actively engage in building and shaping the brand experience.
• Gamification: Incorporating game-like elements, as seen in the Ladder workout app, can enhance customer engagement and foster a community-driven brand presence.
• Targeted Language: Precise and specific language that resonates with distinct customer segments is more effective than broad, generalized messaging.

Notable Quotes:

Sarah (17:18): "We are now in the age of what I call, like, participation era... They actually want to be participatory. They want to help build the brand."

Nate (19:24): "I think so many brands try to speak to everyone. They end up speaking to no one."

Takeaway: Effective customer acquisition hinges on creating interactive and engaging experiences that go beyond traditional personalization. Understanding and speaking directly to specific customer needs and motivations can significantly enhance acquisition efforts.

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5. The Importance of Understanding Generational Shifts

Sarah and Nate touch upon the evolving parental styles and generational differences, particularly how Gen Z consumers interact with brands compared to previous generations.

Key Points:

• Parental Styles: A shift towards more authoritative parenting styles affects how Gen Z approaches purchasing and brand loyalty.
• Gen Z Preferences: Unlike millennials, Gen Z prefers brands that are authentic, participatory, and aligned with their values and behaviors.
• Legacy Branding: To build a lasting brand, understanding the unique preferences of Gen Z is essential alongside catering to older generations.

Notable Quotes:

Sarah (20:02): "The next engagement is about... participation era."

Nate (20:47): "Gen Zers are getting a little less... they're just not as, like, sensitive."

Takeaway: Brands aiming for longevity must adapt their strategies to accommodate the distinct preferences and behaviors of younger generations. This involves fostering authentic engagement and ensuring that marketing efforts resonate with the values and expectations of Gen Z consumers.

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Conclusion

In "We Made Mashed Potatoes," Sarah Levinger and Nate Legos, alongside Scotty, provide a blend of humor and deep marketing insights. From the significance of nuanced copywriting and the pitfalls of diluting major sales events to innovative customer acquisition strategies and understanding generational shifts, this episode offers valuable lessons for e-commerce brands. By focusing on authentic engagement, precise targeting, and participatory brand experiences, listeners can glean strategies to enhance their marketing efforts, reduce costs, and boost sales effectively.

Final Thoughts:

Nate (21:49): "The episode should be called Mashed Potatoes."

Sarah (23:37): "Brain Driven Brands is part of the Learn and Laugh series on the Quickfire podcast network and is presented by Tether Insights."

Tune into Brain Driven Brands for more actionable neuromarketing secrets and strategies to elevate your e-commerce brand.

Transcript

[Nate]

Welcome back to Brain Driven Brands. We might have a few less brain cells on this episode, but we're here.

[Sarah]

We'Re here, we're here. We're ready for it. I am exhausted. Yes. Do I look tired? I can't tell.

[Nate]

Yeah.

[Sarah]

You're supposed to say no. I know, but the kind thing is to be like, no, you look great.

[Nate]

No, I don't know. Of course. But appreciate it.

[Sarah]

Yeah. Okay. Wow. I just. I got off, like, basically 24 hours of no sleep because we just flew back in from being in Hawaii for three weeks. And let me just tell you, coming back to Colorado, which apparently is dealing with a lot of wildfires right now, or like, the smoke from wildfires of other states, apparently, I'm like, why did I. Why? I should just go back.

[Nate]

Yeah. One of the worst forest fire years on record, but no one's talking.

[Sarah]

Yeah, it's really interesting, too, because Colorado's in this weird pocket where if anybody. Nevada, California, Arizona, like, if anybody over there has a fire, it just blows all the smoke over to us. And so then our summer is just like. Which, again, I'm not trying to make my problems worse than, like, the fire, but it is just like, holy God. Every summer. It's almost like every single. Especially in California, every single summer, we got a fire. So I hope everybody's okay in California. I hope you're all doing well. Did I tell you that I survived a tsunami?

[Nate]

I don't like the way you brought that up.

[Sarah]

I survived a tsunami this year, which I can't really say that because it wasn't really an actual tsunami, but they did have a tsunami warning in Hawaii when I was there, and we had to evacuate, and it was like, sirens going off and everybody got their cars and traveled up the mountain. It was, like, a big deal, and it was kind of scary.

[Nate]

Yeah, I. Speaking of me being kind, I did text you, and I think the exact text said, you good. I assume, question mark? So very thoughtful of my.

[Sarah]

You are so kind. I do have to say that, like, very few people texted me. A lot of people were DMing me, which I found really funny. I was like, you can just text me. But okay, that's fine. We'll do this in the dms. I have two different topics for you today. One, I can ask you about something you posted on Twitter again that I'm, like, kind of mad about. Or two, oh, Scotty has a topic, too. We have three, dummy. Two, we could do Kissberry Kill, which I think would be so funny for D to C. And Hard. Honestly, this one might be very difficult to do.

[Nate]

I think we can squeeze all these in. Let's start off with what did I tweet that pissed you off?

[Sarah]

No way. Scotty, post what your topic is too, because I kind of want to hear yours. Okay. You just said on Twitter this week that you had a piece of copy that beat your best performing copy, which was mine. So I was like, what?

[Nate]

We made it in collaboration together.

[Sarah]

Oh, okay. Okay. All right. So it wasn't the original one that I created.

[Nate]

Like, no, no, no, no.

[Sarah]

Okay. Okay.

[Nate]

Yeah.

[Sarah]

After you don't have told me that this happened. Like, this is actually a big deal because that's been running for, like, four years.

[Nate]

Yeah.

[Sarah]

Okay. Dive into this.

[Nate]

So this was not the. Like, show your man he's worth it. Gifting copy.

[Sarah]

Okay.

[Nate]

This is our Evergreen watches Built for Living.

[Sarah]

Okay. Thank you. I was like, oh, my God. Did you actually beat it? Because we've been trying for, like, four years.

[Nate]

Yeah. Now the built for living angle has been crushing for two years.

[Sarah]

Like, okay, yeah, you guys.

[Nate]

And I've tried repeatedly and failed to beat it. But do you know it's beating it. You called out one word in our. In our cim.

[Sarah]

Oh.

[Nate]

A lot of our copy ended with, like, you know, upgrade your collection, because you deserve a watch that's as rugged and dependable as you are.

[Sarah]

I knew it.

[Nate]

You told me to change deserve to earned. So our new copy. I can read it for you.

[Sarah]

Yes. Oh, my God. Hey, also.

[Nate]

Give me a second.

[Sarah]

Called it. Can I just say that first?

[Nate]

Yep. All right, so we went on this angle of, like, we want our watches to be, like, earned. So now we say, respect isn't given. Legacy isn't handed to you. Just like an original grain watch. It has to be hard earned. We don't make watches for everybody. They're built for men who show up every day, work hard, and earn their keep. For men who never quit. We build watches that won't quit on you. Original grain watches are built for living and worn for legacy.

[Sarah]

I mean, guy. I mean, come on. That's awesome. Also, you're just a really good copy here. So we all call that out. Nate is a freaking fantastic copywriter. Thank you.

[Nate]

Okay, so, yeah, hard earned. Hard earned is beating. Built for living.

[Sarah]

Yeah.

[Nate]

And that's a big deal. That's been on our highest traffic landing page for two years, and we're beating it by 16% right now, so.

[Sarah]

Oh, dang. Okay. Yeah.

[Nate]

Pumped.

[Sarah]

Let me just. Can I just call this out? The reason this happened Was because OG decided to run something called a CIM with me. If you don't know what a CIM is, if you haven't been listening to us for very long, CIM is a core identity map, Something I run for a bunch of brands. I've been running it for. I mean, about a year now. So we've done like 30, 40 brands somewhere there. Your CIM in particular. It's a research panel. The research that we're doing called out this very distinct difference between deserving something and earning something, which is a very different psychological, very different emotional pathway. Your customers don't respond to deserve. They responded really deeply to earn. I'm so glad you tested it for one and for two. I freaking called it. Yeah, Sarah called it. Okay, now I'm not good.

[Nate]

Yeah, you shouldn't be. I know. And for the audience, this wasn't a setup. You guys are going to think of some scripted thing to plug Sarah's dumb business, but it wasn't. She was genuinely mad that I beat her. I beat it off of research you told me to do, so it worked. It was worth it. That 16% increase already paid for what we paid you this year. So thanks.

[Sarah]

This is what I'm. That's why I tell people all the time, I'm like, please come get research with me, because it will pay, but it will pay you back.

[Nate]

Yeah. One copy test.

[Sarah]

Yes, one copy test. You could double, triple your money back. I'm pretty good at what I do.

[Nate]

Yeah. I mean, assuming. Assuming these test results hold like it's. It's a seven figure increase this year.

[Sarah]

Yeah. Can I snap that? I'm gonna. I'm gonna take that.

[Nate]

Yeah. Clip it. Whatever. All right. You want to play?

[Sarah]

Okay.

[Nate]

You're calling Kiss Mary Kill. You know what it actually is, right?

[Sarah]

Some. Yes. It's somewhat of a child friendly show. Okay. I have been told by some people that they listen to it in the morning when they're getting their kids ready for school. So I'm trying.

[Nate]

So Nate needs to stop cussing.

[Sarah]

I don't. I mean, maybe. I don't know. Okay, what do I have to do, though? Like. Like, is I have to ask chat to do this really quickly because I don't. I don't have anything for this. So here we go.

[Nate]

Oh, no.

[Sarah]

This is gonna be real nice and weird. Okay. No, no, no, no, no. Not the whole game. Chat. We could do this really quickly just off the top of my head if you want. You ready? Okay. Kiss. Mar. Kill. Here's your three options for Anybody who doesn't know what Kiss Mar Kill is, if you've never heard of this game.

[Nate]

They'Ll figure it out.

[Sarah]

Kiss Mary Kill is basically a game where you're rating things depending on what you think about them. Now, Nate, I am pretty sure we all know what he's going to think about these three Kissmere Kill cost caps. Kiss me.

[Nate]

Lol. Kill.

[Sarah]

Kiss me. I haven't given you all of them yet. Kissmarit Kill cost caps. Volume or let's do Advantage plus campaign. What do you think about that?

[Nate]

Okay. Yeah. Super easy. Kill cost caps. Mary Volume. Lock Volume down through life and Kiss.

[Sarah]

Wait a minute. Did you just say on, like, an episode ago that you don't like volume?

[Nate]

No.

[Sarah]

I guess out of those three that you have to marry somebody.

[Nate]

Yeah.

[Sarah]

Fascinating. All right, wait a minute. Are you changing your. Your tune on volume?

[Nate]

No. You're tired.

[Sarah]

All right, all right.

[Nate]

Oh, hold on, hold on. You're not talking about the, like, campaign optimization setting. You're talking about volume of ad.

[Sarah]

Volume? Yes, volume. Ad creation.

[Nate]

Okay, okay, okay, okay. That's not what I'm talking about. I thought you meant like, highest volume as, like, a bidding type.

[Sarah]

No. Oh, okay. Well, I guess. Okay, I see where you got that, because I was doing bidding types for all of them. All right, Onward and forward. Do. Is that the only one we're doing? Are we trying to get through all these topics?

[Nate]

No, I'll give you some more. Scotty said exhausted person talking to a concussed person. All right, Sarah, let me give you three creative formats. Okay.

[Sarah]

Dying Scotty. Okay.

[Nate]

Kiss Mary Kill.

[Sarah]

All right, all right.

[Nate]

UGC videos.

[Sarah]

Okay.

[Nate]

High production statics. High production videos. Kiss, Marry, Kill.

[Sarah]

Oh, okay. I would marry high production statics all day long. Like, we could run statics for the rest of my life, and I would be able to make millions of dollars. Ah. I probably. What was the first one? Just so high pressure UGC videos or just like, normal ugc?

[Nate]

Yep.

[Sarah]

I'd probably. I'd probably kiss normal UGC because that. That seems to be working for a few brands. My. My own included, like, the ads that I'm currently running for some of my products. The best performing ads right now are ugc. So. Okay, so then am I gonna kill the. The, like, pro video? All right, that's fine. We'll kill that one off. I don't know. I. I haven't. I haven't run a whole lot of pro video that actually works really, really well in the long term. Yeah, it scales for a minute and then it Dies. So I'm not a big fan of that one. That was a good one, though.

[Nate]

Okay, give me. I don't know, give me three, like, ad channels or something.

[Sarah]

Add channel. Ooh, okay. All right. Kiss, Mary. Kill. Let's do meta, obviously. Facebook. Let's do Facebook, TikTok and Snapchat.

[Nate]

Oh, okay.

[Sarah]

Do you guys use Snapchat? I should probably ask you that.

[Nate]

I don't know. We've dabbled.

[Sarah]

Oh, okay. All right.

[Nate]

Mary Meta, obviously.

[Sarah]

Really? Okay.

[Nate]

Yeah. I mean, yeah, marry her, but, like, put. Put your entire stock portfolio into Meta. Meta is like your high school.

[Sarah]

We're married.

[Nate]

She's awesome. Kill. TikTok. Obviously the lowest intent. Lowest intent, Lowest for your quality audience.

[Sarah]

I would agree with that. Yeah.

[Nate]

And yeah, I'd fool around with Snapchat. We'd hook up a time or two.

[Sarah]

Snap. Snapchat's such an oddball. It's like, does anybody do Snapchat? Did we forget Snapchat's a thing?

[Nate]

I've seen some, like, really interesting stats lately from brands that are crushing on Snapchat this year.

[Sarah]

Snapchat, who knew?

[Nate]

Spent very little on it, but I'm, like, getting kind of getting the itch to text my side chick.

[Sarah]

Snapchat snatch. Oh, my God, this game is so weird. Especially when we're tired. All right, all right, first thing, Scotty. His topic is why did Amazon's four day prime days not do as well as usual? First day killed. Second and third were terrible. Fourth day on Friday was better than the second day. Oh, that's interesting. I looked up those stats. That's all right. Do you have a take on this? You want me to dive in?

[Nate]

Yeah, I do. I also think we should bring Scotty on stage because.

[Sarah]

Okay, I think he'll probably have more.

[Nate]

Insight here than we do.

[Scotty]

But to me, I want this human psychology.

[Nate]

To me, as a consumer, we don't do anything on Amazon. So, like, yeah, biased here. I think as a consumer, it's not special anymore. Like, going from one day to four is like, all right. And then I also feel like. I feel like, would they Black Friday did where, like, the deals aren't that good anymore and, like, we just bought stuff the week before. Like, I think my wife, like, saved a few things to buy like, that week. But it's not like we didn't load up or anything.

[Scotty]

That's why I wanted to ask you guys. I want the consumer. I want the out. I'm too inside baseball. I wanted the outside psychological.

[Sarah]

Yeah.

[Nate]

Perspective that it's just Been ruined by marketers, like every good thing.

[Sarah]

I mean, that could probably be a part of it. I personally think Amazon's four day prime day, I honestly think it, it lost for a very different reason. I think it lost because psychologically we are calling it a prime day. It used to be one, right? Like one. Well, it used to be like two, I guess, for a little while. And then they just keep extending it out and so people aren't really seeing this as like a day anymore. It's. It's becoming gimmicky, like, to Nate's point, right? So Amazon's killing. Like they're shooting themselves in the foot by trying to extend something that was only supposed to be one day. Like Black Friday should have only ever been one day. There was a reason why people lined up outside of Walmart to buy like shitty TVs and stuff. Now it's like Black Friday is a whole month and people are like, I mean, I could buy it anytime in November. So I think that's part of it. But I find it more interesting that the fourth day was better than the second.

[Scotty]

That's also what I wanted you.

[Sarah]

Fascinating. Yes. Okay, so first day obviously killed because people got in and they had all their stuff in, like, you know, to Steph's point, she just had in her cart. She was like, bye. Second, third day, terrible. Fourth day was better than the second day. Right. Now this is interesting because I think it had to do with the fact that it was on a Friday. That's the only reason the fourth day did well.

[Nate]

I don't think it's the only reason. I think Friday plays a part in like Friday's payday for a lot of people. That was also the 14th.

[Scotty]

No, it was the 8th, 11th. So one of my complaints is this is only the fourth time in 10 years they've done it the second week or the. Yeah, the first week or the.

[Nate]

Yeah, after July 4th holiday week 4th.

[Scotty]

Which I think was a miss because people usually get paid on the 15th and the 30th or the 1st and the 15th. I didn't like it how it's set up right after the holiday. People on vacation. I didn't like a lot of things of it. Now, Amazon, just to be clear, listener watcher Amazon claims it was the biggest prime day ever. Which of course it was because four.

[Nate]

Days.

[Scotty]

They have not released any numbers.

[Sarah]

Yeah. Yep.

[Scotty]

And by the way, Snapchat, just to circle back, I was going to put this in there. God, I don't like producer Scotty being on camera.

[Sarah]

Do you want me to take you out? We're gonna be done after this. This is just a good topic.

[Scotty]

Just to put a bow in Snapchat. It's kind of sneaky. 460 million daily active users, global.

[Nate]

And they're not all kids. I think half their audience is older than 25 is the stat I just saw.

[Scotty]

And according to the chatty chitchat. Chatty. It's up 9% over 2024. As far as daily active users.

[Nate]

Yeah.

[Sarah]

Dang.

[Scotty]

Amazon is matured. It's the law of big numbers. Their earnings report, they're still growing. They're outpacing retail, outpacing E Com. They're still growing. Almost double what everyone else is doing. So don't feel bad. Don't get your violins out for Amazon. Okay, let's go back to concussed and tiger.

[Nate]

That's a good summary. The only other thing I'll add to Prime Day and, like, why day four had a little bit of a pop. People respond really well to, like, last chance, last call messaging.

[Sarah]

Yeah.

[Nate]

The most powerful campaigns we ever send out is like, hey, last call on this sale or last call on this watch?

[Sarah]

Like, yeah, yeah, yeah, immediately. So I think that last day was just a little bit of urgency and scarcity in there. Limited time offers just do that to the brain. Especially when they forgot that they wanted to shop on Black Friday or on, you know, Prime Day in this case. And you send them an email that's like, hey, this is closing out today. Do you want to get something or not? Of course they're gonna go shop. Of course they are. Fascinating. That was a good topic.

[Nate]

Yeah. This last one.

[Sarah]

All right, Last one on here. This is so fascinating. This is gonna be a weird mashup episode, but I kind of like it. Okay, last topic we have today. How do you get new customers? Like. Like, specifically when it comes to acquiring customers at a low cost that are net new.

[Nate]

Yeah.

[Sarah]

Do you use the same psychology with your existing customers to get new ones? I have an opinion.

[Nate]

So our. So our current answer for, like, what we actually do is yes. We treat a lot of them the same. Think that's a mistake. And think something. It's something that, like, we're. We're trying to test more into.

[Sarah]

Yeah.

[Nate]

Now, you know, for us, obviously, like, we're always going to live and die by acquisition. Just the nature of the. I mean, everyone does, but it, for us specifically is the nature of the category.

[Sarah]

Yeah.

[Nate]

But we can grow ltv. Like, that's going to be a big, big Deal. So this is something I would like to test more because I think we should be talking to people differently who have already worn a watch from us or gifted a watch from us. Like, we can call out specific things that probably move the needle and. And we're not doing that right now.

[Sarah]

Yeah. Y. Y. We have hit the age of. Of beyond personalization. I would. Scotty and I have talked about this a few times, actually. We are now in the age of what I call, like, participation era. Right. So people don't want to just, like, have personalized stuff sent to them from the brands that they're currently, like, interested in or. Or enjoy the most. They actually want to be participatory. They want to help build the b. The brand.

[Nate]

Yeah.

[Sarah]

They want to be involved in it. So the best brand that I've seen do this recently that's in, like, a weird niche is the Ladder app. They're like a workout app. And the only reason I figured all this out for them is just because I use the app. They have so much gamification, like an insane amount of gamification inside their app. Most workout apps is like track or log stuff. That's all you can do. Theirs is interesting because you can actually send, like, encouragement to other people who are currently working out at the same time as you. So you can, like, send emojis to others.

[Nate]

That's interesting.

[Sarah]

Yeah. And they have, like, all sorts of behavioral science in there. So I think gamification is one of the best ways to encourage participation of brand building with your customers. But if you want to get net new customers, people who are like, they're not using your app yet. Right. And they're still just kind of looking for things. I think this. This comes down to, and this is something I'm learning my own business this year, which is you gotta find people who are in like a. I'm lying awake state thinking about this. Right. I think too often we try and go so freaking broad. This is something I've noticed for the brands this summer more than any other summer in the last five years. Generalized language. We are using the most general kind of like just, I don't even know, like, peanut butter kind of language where it's just like, here, everybody loves peanut butter, and not everybody loves peanut butter. So I find it fascinating that the net new conversation always wraps around targeting and tactics. And you need influencers expand over here. We're not even. Don't even touch that yet, because you guys don't even know how to talk to that customer language. I Truly believe to get to net a net new customer. Language, language, language, language.

[Nate]

Yeah, I 100% agree. Like, I think so many brands try to speak to everyone. They end up speaking to no one. And like, it's such a miss. And like, even in that new copy example that I had, was that this episode that we.

[Sarah]

Yes, the first thing like.

[Nate]

And like, this is kind of on the nose, but like, we say in there, like, we don't make watches for everyone. They're built for men who show up every day, work hard and earn their keep. Like, that speaks to a certain kind of guy in a certain stage of life. And I think that's why it works.

[Sarah]

Yeah. Yeah. Disqualification is actually way more important than qualification.

[Nate]

Yeah.

[Sarah]

20, 25 and beyond. I think that I just read a Wall Street Journal article that was talking about the Scotty will love this. We are now seeing a shift in parental styles. So we are no longer seeing as many people lean towards gentle parenting. And the reason why I bring this up and how it actually, like, pertains to this conversation is the fact that if you're not studying things like this, you're going to miss the mark. Gen Zers are going to purchase watches very differently than boomers do, than Gen Xers do. And if you want to be a legacy brand, one that lasts 100 years or more, you cannot just focus on those boomers or the Gen Xers or the millennials. You got to understand what the Gen Zers are going to want from a brand like yours, which is very different, I think, than a boomer. Yeah, man.

[Nate]

Which is probably going to be what our next engagement is about. Just so you know, we've been thinking about it.

[Sarah]

So excited. Yes. It's really interesting because the next parental. What do they call it as a fuck around and find out is what they're calling this parental style.

[Nate]

Is that the parenting style I should adopt?

[Sarah]

I'm like, oh, my God. Which I. I find so funny because I'm like, okay, so we're. We swung way over here to gentle, and now we're swinging way back to authoritative. I'm like, you just do this all the time. Yeah, Scotty, natural consequences. That's what parents are now starting. Like, specifically the Gen Zers who are starting to have babies who are just like, hey, if you squirt me with that squirt gun one more time, I'm gonna pick you up and drop you in the pond. Natural consequence, like, just hilarious. No millennial parent would ever do that. But this matters, because the Gen Zers are Getting a little less. What's the word?

[Nate]

Soft.

[Sarah]

Yeah, they're just not as, like, sensitive. Yeah, the millennial parents were. Anyways, I digress. This is a great episode.

[Nate]

Yeah, the title of this episode is just going to be miscellaneous, but it's a good one.

[Sarah]

We mashed it. It's fine. We just made some potatoes. Anything else you want to add?

[Nate]

The episode should be called Mashed Potatoes.

[Sarah]

I'll just make it what it is. It's fine. That's what we do. When we're concussed and running off a one hour sleep. Where could people find you?

[Nate]

You guys can follow me on Twitter at Nate Legos or you can listen to the Tactical and practical podcast. Sarah, I. I hate to tell you this, you know, I hate to bring this up, but I got another email this week and someone said, nate, I've been loving tactical and practical.

[Sarah]

Okay.

[Nate]

No, Brain Driven brands is really good too. You got really good.

[Sarah]

Oh, I thought really good.

[Nate]

Loving tactical and practical. And then this is really good.

[Sarah]

I mean, I don't know what it is. I can't get people to review or like give me any sort of feedback on anything. Somebody the other week did tell me, he was like, this was guy that was like, I listen to you guys every single morning, like when I'm getting the kids ready for school. So he's been a little upset because he DM me and was like, you guys haven't posted anything in like a couple weeks. I was like, I. We're trying. We're doing our best. Yep. Follow me.

[Nate]

Go ahead, guys. Go to tetherinsights.com IO.

[Sarah]

Yes. Good job.

[Nate]

IO that's where you can hire Sarah to teach you how to do all the cool stuff that I do and then go to school dot com. School is spelled S K-O-O L.

[Sarah]

School.

[Nate]

Dot com tether labs, tether dash lab tether dash labs tether dash nope.

[Sarah]

Tether dash. Just one lap. Just. Yep, yep.

[Nate]

Twitter.

[Sarah]

Just go over there. It's over there somewhere. You guys are the best. Thank you. Rant. That was a great plug. We're gonna go sleep now and not. We're gonna go rest our concussions.

[Scotty]

Brain Driven Brands is part of the Learn and Laugh series on the Quickfire podcast network and is presented by Tether Insights. For more information go to tetherinsights IO.