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

Release Date: August 12, 2025

Hosts: Sarah Levinger and Nate Legos
Guest: Scotty

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.

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.

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.

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.

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.

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.

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.