Brain Driven Brands

In this Brain Driven Brands episode, Nate and I unpack a wild little study that found ads can be 30% more effective depending on where your model’s eyes are looking. Turns out, the difference between “I trust this brand with my organs” and “why is she looking at me like that?” comes down to whether your product is utilitarian or hedonic (fancy words for “practical” vs “fun”). We break down why eye contact builds trust for supplements and skincare—but looking away sells fashion and for-funsies products. TL;DR: Your model’s gaze might be the cheapest conversion hack you’ve never tested. 👉 Learn more how to become a psychology-based performance marketer: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: 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

On this episode of Brain Driven Brands, Sarah’s bad haircut spirals into a four-week behavioral case study—and an accidental masterclass in consumer psychology. From identity triggers (“am I that kind of person?”) to timing misfires and disqualifying sales moments, this story exposes how every brand loses money by misunderstanding when a buyer is ready—not why. In this episode of Brain Driven Brands, Sarah and Nate dissect: → Why “when” your customer feels safe matters more than “why” they buy. → How bias, timing, and trust signals silently make or break conversions. → The $2,000 mistake one salon made that every brand repeats online. If you’ve ever wondered why great products don’t convert—or how to fix the sequence that kills your sales—this is your wake-up call. 🧠 Listen in and rethink every “why aren’t they buying?” meeting you’ve ever had. 👉 Learn more how to become a psychology-based performance marketer: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: 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

What if your next viral ad came from your meanest review?  In this episode of Brain Driven Brands, Sarah and Nate dive headfirst into the world of negative feedback, brand psychology, and emotional resilience—starting with a spicy listener review about Sarah’s voice. 😅 From Liquid Death’s savage comment campaigns to Domino’s “We’re Sorry for Sucking” rebrand, they unpack how smart brands turn criticism into currency (and why most founders take it way too personally). You’ll learn: → Why consumers trust brands that own their flaws → The psychology behind “reversal bias” and “competence signaling” → How to decide if a bad comment is valid feedback—or just someone having a bad day A mix of humor, honesty, and a little therapy banter (don’t worry, Nate’s still anti-therapy 😆), this episode will make you rethink how you handle haters—and maybe even thank them for your next creative breakthrough. 🎧 Listen if: You’ve ever been roasted online, doubted your product, or wanted to clap back at a troll but turn it into a high-performing ad instead. 👉 Learn more how to apply psychology to your ads: skool.com/tether-lab\ CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: 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  

In this Halloween-themed episode, Sarah and Nate dive into the wildest (and weirdest) campaigns in advertising history (the ones that shouldn’t have worked… but somehow did.) From the Tango Orange Man who literally slapped sales up 33%, to the Diamond Shreddies intern who made millions by tilting a cereal 45 degrees, to Pepsi’s 1992 Number Fever fiasco that sparked riots in the Philippines, this episode is a masterclass in how psychology, timing, and cultural context can make or break a campaign. Expect laughter, disbelief, and plenty of “wait, that actually worked?” moments...plus two challenges for listeners at the end. Because sometimes, genius isn’t about doing more — it’s about seeing differently. 👉 Learn more how to apply psychology to your ads: skool.com/tether-lab\ CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: 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

Coca-Cola once tried to sell apathy in a can. They called it OK Soda — a grungy, “anti-brand” aimed at cynical Gen Xers. The ads were clever, the design was bizarre…and the product died within a year. In Episode 107, we dig into why “anti-branding” almost always backfires, why Liquid Death succeeded where Coke failed, and the psychology of why brands can’t thrive on indifference. Inside the conversation: ✅ The real reason OK Soda flopped despite massive hype ✅ Why apathy is the weakest emotion you can build a brand on ✅ The key difference between active vs. passive emotions in marketing ✅ How today’s “anti-agency agencies” and “non-beauty beauty brands” are repeating Coke’s mistake ✅ Why rebellion only works if you give customers an identity to step into, not out of If you’ve ever wondered: Why some “anti” campaigns take off while others flatline How to pick the right emotion to anchor your brand around What Liquid Death nailed that Coke couldn’t figure out And why fighting your own category is the fastest way to lose… …this one’s for you. 👉 Learn how to become a psychology-based creative strategist: 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 CoHost: Sarah Levinger 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/

What if everything you’ve been told about the “right” ad length is wrong? In this episode of Brain Driven Brands, Sarah and Nate dive into a surprising new study showing that one oddly specific video length outperformed the standard 15–30 second format — driving 40% more traffic and 3X engagement. They break down: Why shorter ads spark curiosity (and clicks) while longer ones stall The real “job” of an ad vs. your landing page Why benefit-first storytelling beats pain-point rambling Live ad-read experiments (yes, in under 10 seconds) Source: https://app.sciencesays.com/p/keep-video-ads-under-10-seconds 👉 Learn more how to apply psychology to your ads: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: 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  

We dropped a stat this week that stopped Nate in his tracks: brands can see up to 42% more sales just by framing discounts the right way. No new ads, no extra products...just choosing percent off vs. dollar off at the right moment. In Episode 105, we dig into the psychology behind that lift and why most brands blow Q4 by overcomplicating offers, stacking promos, and teaching customers not to trust them. Inside the conversation:  ✅ The science behind when to use % off vs. $ off (and why it changes sitewide vs. single product) ✅ The 5 offer types we see every year — and which ones are worth your testing budget ✅ Why “combo deals” and “sale extended” emails wreck trust long-term ✅ Sequencing tactics (like Nate’s “Better Than Black Friday” play) that build urgency without burning credibility ✅ Why sometimes the boldest Q4 strategy is raising prices, not cutting them If you’ve ever wondered: 1. How to simplify offers so customers don’t need a calculator 2. Why half-off deals aren’t always the flex you think they are 3. How to build trust during the most profitable month of the year 4. And why less discounting can actually mean more margin …this one’s for you. Season 3 keeps pushing, and the data’s spicy. 🧠 Source: https://app.sciencesays.com/p/coupons-when-to-give-10-off-vs-10 👉 Learn more about applying psychology to your ads: 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  CoHost: Sarah Levinger 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/  

This episode of Brain Driven Brands is a survival guide for founders, media buyers, and creative teams heading into the chaos of Q4. Sarah sits down with Joanna Wallace (VP of Paid Creative @ Bird Dog, formerly HexClad) to pull back the curtain on what it really takes to prep for Black Friday without burning your team out—or losing your sanity. We dig into: ✅ Why burnout hits creative teams hardest in September (and how to stop the slide) ✅ The hidden costs of “just make more ads” during Q4 ✅ How to prep your staff, editors, and assets so you’re not scrambling in November ✅ Why organization (not genius ideas) is the real secret weapon for BFCM ✅ The playbook Joanna used at HexClad to survive—and even thrive—during Black Friday If you’ve ever felt like Q4 is a treadmill you can’t get off, this episode gives you the strategy shift (and the permission) to slow down, get organized, and protect your team while still hitting your numbers. 🎧 Listen in—and if you’re a founder or creative staring down Q4 panic, this one’s for you. 👉 Learn more about applying psychology to your ads: skool.com/tether-lab Guest: Joanna Sloane Wallace, VP of Paid Creative @ Bird Dog LinkedIn: https://www.linkedin.com/in/joannasloamewallace/ CoHost: Nate Lagos Twitter: https://x.com/natelagos LinkedIn: https://www.linkedin.com/in/natelagos/ Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Website: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevinger LinkedIn: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

This week, Sarah and Nate are joined by Alyssa Wallace, retention & lifecycle marketing pro, for a conversation that flips the usual DTC playbook on its head. Here’s the hard truth: blasting 100+ AI ads and endless “buy now” emails isn’t retention. It’s noise. Consumers aren’t dumb—they’re tired, frustrated, and tuning out. Together, we dig into: Why retention is really about habit-building, not just marketing BDB - Episode 103 The difference between lifecycle vs. loyalty vs. acquisition (and why most brands get it wrong) Why your email list isn’t full of “customers”—it’s mostly prospects How to align ads, offers, timing, and messaging to create actual lifetime value Why silly things (like mocktail recipes or “sandwich emails”) often outperform discount blasts And why the future belongs to brands that connect emotionally, not just transactionally If you’ve ever wondered why your retention campaigns feel flat, how to build real loyalty, or what it actually takes to keep customers around, this episode will give you the straight answers. Season 3 is here, and we’re starting loud. 🧠⚡️ 👉 Learn more about applying psychology to your ads: skool.com/tether-lab Guest: Alyssa Wallace Twitter: https://x.com/xalyssajeanx LinkedIn: https://www.linkedin.com/in/xalyssajeanx/ CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: 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  

This episode of Brain Driven Brands is a wake-up call for every founder, media buyer, and creative who’s been told the secret is more ads, more volume, more work. Sarah, Nate, and guest Kevin (Head of eCom at High Camp Flasks) pull back the curtain on the creative hamster wheel and share why “a thousand ads a month” isn’t just unrealistic—it’s wrecking teams, draining budgets, and distracting from what actually drives growth. We dig into: Why Meta’s “creative volume” advice is being misapplied How focusing on holistic campaigns (not individual ads) changes everything The hidden burnout, team, time, and efficiency costs of chasing volume What great brands are doing instead: quality storytelling, high-impact campaigns, and customer research If you’re tired of the spray-and-pray approach and want to fall back in love with marketing again, this episode will give you the strategy shift you need. 🎧 Listen in, and if you’re a brand stuck on the volume hamster wheel, this one’s for you. 👉 Learn more how to apply psychology to your ads: skool.com/tether-lab\ Guest: Kevin (Never “Kev”) Luby, Director of Ecommerce @ High Camp Flasks Linkedin: https://www.linkedin.com/in/kevin-luby-70b62445/ CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: 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