Brain Driven Brands

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  

Why do people tend to buy more health products during the beginning of the year? That’s right - the “new” year drives behavior. Why do people tend to shop more on the weekends? That’s right - the “start” of the weekend triggers buying behavior. These are simple examples of an amazing psychological tendency all humans have, but it goes much deeper than New Years and Fridays. In this episode we break down three heuristics involved with “milestone” buying behavior so you can apply it to your brand and see more sales!   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  

On this episode of Brain Driven Brands, Sarah and Nate do a workshop for a brand who put a call out for help on Twitter…with some surprising results. We break down the number one reason why most brands will fail in the next 2-3 years (hint, it’s not because you’re prices are too high…it’s actually the exact opposite), and dive deep into perception theory to help this brand go from super stuck to scaling high.   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

Sarah and Nate are back with a lightening round that will put Nate’s knowledge of psychology to the test! We dive into heuristics (mental shortcuts) and do a bonus round on a little-known mental bias that might have Nate stumped…   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  

In this episode, Sarah and Nate unpack a surprisingly simple psychological switch that leads people to spend 35% more—without discounts, gimmicks, or aggressive upsells. If you’ve ever written a headline, built a landing page, or tried to justify a premium price—this episode might just change how you sell forever. ( Hint: It’s not about being vague or clear. It’s about when you’re being vague or clear.) Source: https://app.sciencesays.com/p/adapt-language-to-brand-distance   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  

It this episode, we walk through the story of Nate—a customer who walked into the dealership craving nostalgia, heritage, and the familiar comfort of a classic Ford. But he drove away in a Range Rover. Why? In this episode, we dissect the identity shifts that quietly hijacked Nate’s decision in real time. You’ll learn: The subconscious identity conflict that made Ford feel right—but Range Rover feel necessary How brands lose sales not because of features, but because they fail to speak to the right version of the customer Why Ford could have saved this sale—if they knew which identities were activated and how to speak to them What this means for any brand trying to turn browsers into buyers If you’ve ever lost a customer to a brand that seemed like a weird fit, this story will hit home—and help you never let it happen again.   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  

Apples had the head start, a catchy slogan, and decades of trust. So how did oranges swoop in, steal breakfast, and build a billion-dollar juice empire? In this episode, Sarah and Nate break down the biggest fruit war in history—a juicy battle of marketing, identity, and manufactured need. You'll hear: 🍏 Why apples lost, even with “an apple a day” as a slogan. 🍊 How orange growers invented a crisis—and then sold the cure 🧠 The psychological trick that turned a seasonal fruit into a daily ritual ⚔️ The real reason oranges won the war (hint: it wasn’t taste) And most importantly: how modern brands can steal the same playbook today.   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  

In a playful and intense brand-building challenge, cohost Nate faces the Tattoo Test, where he must prove his brand's dedication potential. They explore how creating customer rituals can deepen engagement and discuss crafting a memorable tagline that signifies brand identity. The hosts humorously measure brand loyalty by questioning how far consumers would go for their favorite brands. A rapid-fire game categorizes brands as ‘tattoo’ or ‘trash,’ revealing insights into meaningful branding in today’s market.

What if one tiny shift in your ads could increase the ratings of your products? In this episode, Sarah and Nate reveal the underrated psychology tactic that boosted product satisfaction by 32% in live tests. This one’s fast, practical, and immediately useful. If you're stuck in performance purgatory, this is your way out. Source: https://app.sciencesays.com/p/where-being-creative-truly-matters   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