Brain Driven Brands: What’s NOT Working Tells You More About What Will (Here’s Why…)
Release Date: July 24, 2025
Introduction
In this engaging episode of Brain Driven Brands, host Sarah Levinger delves deep into the pivotal role that understanding failures plays in shaping successful marketing strategies. Through a dynamic conversation with her co-host, the episode emphasizes the importance of analyzing what isn't working to uncover insights that drive future success.
Navigating Challenges and Setting the Stage [00:04 - 04:28]
The episode kicks off with a candid discussion about the challenges faced during recent podcast recordings. Sarah and her co-host share humorous anecdotes about technical glitches, family interruptions, and unconventional weekend plans, including golf tournaments and bull riding. This lighthearted segment sets a relatable tone, showcasing the human side of running a podcast.
Critiquing the "Win-Focused" Mindset [04:28 - 07:55]
The conversation takes a pivotal turn as Sarah shifts the focus to a critical analysis of marketing practices on social media. At [04:28], Sarah introduces her critique of Nate Legos’ Twitter presence:
Sarah [04:33]: "All I see is wins, sir. ... I was like, Nate Legos, stop that."
She challenges the prevalent trend of only showcasing successes, arguing that this approach misses valuable lessons hidden in failures. Sarah emphasizes:
Sarah [05:24]: "What’s not working will always teach you something about what will work."
Leveraging Failures for Strategic Insights [07:55 - 13:00]
Sarah and her co-host delve into the mechanics of creative testing in marketing. Sarah shares her experiences with testing different copy strategies and the challenges of targeting minority segments within their customer base. She explains her methodology:
Sarah [06:34]: "I think ... testing our core message in different valence zones ... I'm testing it on our website first, which has always been like our creative testing grounds."
Her co-host underscores the importance of structured testing:
Co-Host [11:49]: "Write down exactly what it is the test is supposed to prove."
Together, they highlight the necessity of having clear hypotheses when conducting marketing experiments, ensuring that each test has a defined objective beyond merely trying new angles.
Understanding and Injecting Cultural Threads [13:00 - 24:18]
A significant portion of the episode is dedicated to the concept of "cultural threads" in branding. Sarah illustrates this with the Always campaign, which addressed the pervasive cultural trend of negative perceptions around femininity:
Sarah [21:20]: "They decided to go do a giant study, figure out what these women were most focused on. ... They noticed ... being a girl was not okay."
She contrasts this with current cultural sentiments affecting masculinity, noting a shift in societal perceptions:
Co-Host [24:00]: "It's not okay to be a guy ... toxic masculine."
The discussion emphasizes the delicate balance brands must maintain when addressing such sensitive topics, advocating for empathetic and supportive messaging rather than confrontational approaches.
Practical Takeaways and Strategies [24:18 - 27:30]
Sarah and her co-host offer actionable strategies for marketers:
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Structured Testing: Implement the TEAP model (Trigger, Exploration, Evaluation, Purchase) to understand customer journeys and optimize marketing efforts accordingly.
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Learning from Failures: Actively seek insights from unsuccessful campaigns to inform future strategies, rather than solely focusing on what has worked.
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Cultural Sensitivity: Engage with current cultural trends thoughtfully, ensuring that marketing messages resonate authentically and empathetically with the target audience.
Conclusion and Resources [27:30 - End]
Wrapping up the episode, Sarah and her co-host reflect on the importance of embracing and analyzing what isn't working to pave the way for future successes. They encourage listeners to engage with their community for deeper insights and offer resources for those looking to enhance their marketing strategies through psychology and neuromarketing techniques.
Co-Host [28:17]: "If you guys want to learn more about applying psychology to your ads, ... check out SKOOL.com/backslash tetherlab."
Listeners are invited to join Tether Insights and explore further learning opportunities to apply the discussed principles effectively.
Notable Quotes
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Sarah [05:24]: "What’s not working will always teach you something about what will work."
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Co-Host [11:49]: "Write down exactly what it is the test is supposed to prove."
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Sarah [21:20]: "They decided to go do a giant study... being a girl was not okay."
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Co-Host [24:00]: "It's not okay to be a guy ... toxic masculine."
Final Thoughts
This episode of Brain Driven Brands underscores the invaluable lessons that can be gleaned from setbacks and failures. By shifting the focus from solely celebrating wins to critically analyzing what doesn't work, marketers can uncover deeper insights that drive meaningful and sustainable growth. Sarah and her co-host provide a compelling narrative on the intersection of psychology, culture, and marketing strategy, offering listeners both inspiration and practical tools to elevate their brands.
For more information and to join the conversation, visit Tether Insights and explore the Brain Driven Brands podcast on the Learn and Laugh series via the Quickfire podcast network.