Podcast Summary: Brain Driven Brands – Episode: "Why Your Strategy is Doomed to Fail (and How to Fix It)"

Release Date: December 10, 2024
Host: Sarah Levinger and Nate Lagos

In the episode titled "Why Your Strategy is Doomed to Fail (and How to Fix It)", hosts Sarah Levinger and Nate Lagos delve deep into the intricacies of effective brand strategy, emphasizing the critical elements that can make or break an e-commerce brand. Drawing from their extensive experience and recent successes, they explore innovative approaches to marketing, particularly focusing on the concept of "brand within a brand" and the importance of timing in strategy execution.

1. Reconnecting and Reflecting on Past Episodes

The episode kicks off with Sarah and Nate catching up after a hiatus, expressing excitement about returning to the podcast. They reflect on their previous episode, "Gut Driven Brands", highlighting the unique dynamic when Nate and Scotty are co-hosting without Scotty’s usual sound effects.

Sarah Levenger [00:46]: "He loves sound effects, and there was not one for the entire episode. And I got sucked in..."

Nate Lagos [00:48]: "We're all business."

This segment underscores the hosts' camaraderie and sets a relaxed tone for the episode.

2. Analyzing Black Friday Cyber Monday (BFCM) Performance

Sarah and Nate shift focus to discussing their brands' performances during the BFCM period. Nate shares impressive growth metrics, noting:

Nate Lagos [02:36]: "We have been growing at like 90% year over year. BFCM was 116% here over year."

Sarah acknowledges the hard work behind these numbers and relates it to broader industry trends, particularly in the jewelry sector where brands are experiencing significant growth as consumers embrace self-treatment and increased consumption during peak seasons.

Sarah Levenger [03:28]: "At the end, people are just continuing. Especially in the US People just continue that, like, gifting and buying behavior because this is like, the highest consumption period of the year."

This discussion highlights the importance of strategic planning during high-stakes sales periods and the correlation between sustained annual growth and successful BFCM campaigns.

3. Introducing the "Brand Within a Brand" Concept

The core of the episode revolves around the innovative concept of "brand within a brand." Sarah introduces this idea as a strategic approach that prioritizes when to market over who to market to.

Sarah Levenger [04:59]: "Every single week I have 52 weeks of strategy, basically that says boomers are most likely to purchase in May for this specific product using this specific message with this specific emotion."

Nate supports this by elaborating on how their brand segments audiences not just demographically but also based on behavioral identities. He explains the segmentation strategy that differentiates between men who wear their watches for various reasons, such as whiskey enthusiasts or environmentally conscious consumers.

Nate Lagos [07:08]: "We've got the environmental crew, the crew that is super pumped that we've planted 800,000 true trees and that all our stuff is sustainably sourced and reclaimed."

4. Balancing "When" and "Who" in Marketing Strategies

While Sarah advocates for a timing-first approach, Nate emphasizes the necessity of integrating both timing and audience identity for a comprehensive strategy.

Nate Lagos [10:24]: "I think it's got to be some kind of mesh of who and when."

Sarah clarifies her stance by proposing a layered strategy where when serves as the foundational element, and who (identity) is overlaid to tailor specific messages.

Sarah Levenger [11:04]: "The core foundation is when. And then on top of that you layer in all of your identities."

This balanced perspective ensures that marketing efforts are both timely and personally relevant, maximizing engagement and conversion rates.

5. Developing Data-Driven, Season-Based Strategies

Sarah introduces her incubator model designed to create data-driven, seasonally optimized strategies for brands. This model leverages extensive planning based on consumer behavior data, such as average order value (AOV) and lifetime value (LTV), aligned with specific times of the year when different demographics are most likely to purchase.

Sarah Levenger [09:39]: "Every single week I have 52 weeks of strategy... built out on quarters."

This approach allows brands to anticipate market trends and consumer needs proactively, ensuring that marketing messages resonate at the right moments.

6. Emphasizing Cultural and Platform Awareness

A significant takeaway from the episode is the emphasis on understanding where target audiences engage, particularly in the rapidly evolving cultural landscape. Sarah and Nate discuss the shift in how consumers discover music and trends, highlighting platforms like TikTok as pivotal in reaching younger demographics.

Sarah Levenger [16:16]: "A lot of the country singers that I find now and the ones that I follow, I find on TikTok. I don't find them on TV."

Nate Lagos [17:54]: "He could have just tried to go get any country singer... But that's not where his audience is finding their people."

This insight stresses the importance of brands staying attuned to cultural shifts and leveraging the right platforms to connect with their audiences effectively.

7. Personal Anecdotes and Community Building

Throughout the episode, Sarah and Nate intersperse personal anecdotes, such as their experiences with podcast promotions and interactions with their listeners. These moments add a relatable and personable dimension to the discussion, fostering a sense of community among listeners.

Nate Lagos [15:02]: "We've got to cut this off eventually. I love these philosophical conversations though..."

Sarah Levenger [19:42]: "Please go check out what we're doing at Tether Insights."

8. Concluding Insights and Key Takeaways

As the episode wraps up, Sarah underscores the critical importance of brands staying vigilant and adaptive to external factors like economics, politics, and cultural trends. She advocates for:

1. Pay Attention: Brands must monitor where their audience is active and how they engage.
2. Track Data: Utilizing comprehensive data analytics to inform strategy.
3. Layer Strategies: Combining timing with audience identities to create nuanced marketing campaigns.

Sarah Levenger [20:09]: "We are currently studying the psychology of humors, emotions that come out of your reviews... we are using pictorial surveys."

These strategies collectively empower brands to build resilient and effective marketing plans that anticipate and respond to changing consumer behaviors and market conditions.

Notable Quotes:

• Sarah Levenger [04:59]: "So it's not really built on a base of who, it's built on a base of when."
• Nate Lagos [10:24]: "I think it's got to be some kind of mesh of who and when."
• Sarah Levenger [20:09]: "Please go check out what we're doing at Tether Insights."

Final Thoughts

This episode of Brain Driven Brands offers invaluable insights into modern marketing strategies, particularly emphasizing the synchronization of timing and audience identities. By adopting a strategic approach that prioritizes when to engage alongside a deep understanding of who the target audience is, brands can navigate the complexities of the e-commerce landscape with greater precision and effectiveness. Sarah and Nate's conversation not only highlights their expertise but also provides actionable strategies that listeners can implement to avoid the pitfalls of failed marketing strategies.

Connect with the Hosts:

• Sarah Levenger: Follow on social media @SarahLevenger and explore Tether Insights for more on consumer psychology and innovative survey methods.
• Nate Lagos: Listen to the Tactical Impractical Podcast, hailed as "the best new hot marketing podcast."

Podcast Availability: Brain Driven Brands is part of the Learn and Laugh series on the Quickfire Podcast Network.