Brain Driven Brands

Your customer isn’t doing math. They’re doing emotional accounting to justify every decision they make! In this episode, we break down the weird, emotional, and totally irrational world of pricing psychology: why $50 for shipping feels outrageous, but $50 for same-day delivery feels like a luxury…and why a $7 deodorant gets pushback, but a $7 smoothie gets the go-ahead every time. In this episode you’ll learn: Why customers say “too expensive” (even when it’s not) How to reframe price based on identity, not logic Real-world tactics to make your pricing feel like a deal The dangerous myths brands believe about “value” If you’ve ever struggled to justify your pricing (or watched customers buy something dumber instead) this episode is for you.   JOIN The TETHER Community- https://www.skool.com/tether-lab/about   CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf  

We dive in this week with another science quiz! Sarah stumps Nate this week with a scientific study that even she didn’t see coming. We break down how this study affects brands (from start ups to 9-fig) and why every marketer should be using this tactic TODAY to increase their customer’s willingness to pay by 18.3%! Study source: https://app.sciencesays.com/p/color-saturation-perceived-size JOIN The TETHER Community- https://www.skool.com/tether-lab/about   CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf  

Do you love Brain Driven Brands but only have 20 minutes to spare today? We’ve got some great news for you - in this episode, Sarah and Nate break down the top 3 simple messaging tweaks Original Grain has put in place this year that has made them well over $1M…and they’re all psychology-based. Studies referenced: "The effects of repetition frequency on the illusory truth effect" (Hassan & Barber, 2021 – Cognitive Research: Principles and Implications) "The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior" (Dai, Milkman, Riis – 2014, Management Science) "Distinction Bias: Misprediction and Mischoice Due to Joint Evaluation" (Hsee & Zhang, 2004 – Journal of Behavioral Decision Making) CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg   JOIN The TETHER Community- https://www.skool.com/tether-lab/about   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf  

In this episode of Brain Driven Brands, Sarah sits down with an expert to talk about creative strategy, why most people are bad at using humor in ads, and why the “volume” conversation might be doing more harm than good. Joanna Wallace from Hexclad joins us for an epic conversation…get ready to take notes.   Guest: Joanna Wallace  LinkedIn: https://www.linkedin.com/in/joannasloamewallace/ CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg   JOIN The TETHER Community- https://www.skool.com/tether-lab/about   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf

In this episode of Brain Driven Brands, Sarah makes Nate cry with ad copy she created from a super secret prompt. We dive deep into how the prompt works, and why it might just be the best creative strategy tool of 2025! CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg   JOIN The TETHER Community- https://www.skool.com/tether-lab/about   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf  

What if your product layout was costing you conversions…and you didn’t even know it? In this episode, we unpack the psychology behind horizontal vs. vertical product displays, and how Amazon quietly uses this principle to push higher-quality, higher-priced items—boosting premium conversions by up to 25.7%. You’ll learn: Why horizontal layouts make people focus on quality, not price How vertical layouts shift attention to secondary features The subtle design choice that could instantly raise your AOV CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg   JOIN The TETHER Community- https://www.skool.com/tether-lab/about   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf  

The title says it all. Listen to this one if you’re just kinda done with being told the sky is falling, cost caps will save you, and everyone’s doing better than you…because it’s wrong. CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg   JOIN The TETHER Community- https://www.skool.com/tether-lab/about   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf  

Dive into a fascinating analysis of influencer engagement with insights from a study on tweets. Discover how storytelling outperforms cold facts in virality, and why emotional connections are key in boosting brand visibility. Learn about the intricacies of integrating AI in content creation, stressing the need for human creativity. Unpack emotional engagement in advertising through psychological models, and understand the importance of consistency in successful marketing strategies. Perfect for brands looking to elevate their influencer campaigns!

Marketers are masters of persuasion…but where’s the line between influence and illegality? In this episode, advertising lawyer Robert Freund joins us to unpack how psychological tactics like loss aversion, authority bias, and default choices can backfire fast if you're not careful. We cover the legal side of ad claims, UGC licensing, dark patterns, and why “clever” marketing often needs a legal audit. Guest: Robert Freund Twitter:https://x.com/RobertFreundLaw Website:https://robertfreundlaw.com/about/   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg   JOIN The TETHER Community- https://www.skool.com/tether-lab/about   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf  

Why are all skincare/soap brands selling “self-care” these days? I’ll give you a hint: it’s not because marketers just randomly decided to start selling emotion. Soap was actually sold in a  highly logical way before 1950. Then some random psychologist named Ernest came along and changed the way we market hygiene products forever…this is his story.  🎉 JOIN THE COMMUNITY → skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534   Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger Linkedin: https://www.linkedin.com/in/sarahlevinger/  Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg JOIN The TETHER Community- https://www.skool.com/tether-lab/about   Thanks to Cytrus for the theme song, “Sky High” You can follow and find them on Spotify:https://open.spotify.com/track/1oKGDsxjRdQlf2xHLZsiSJ?si=8fbd275dbbb54cbf