Sales & Cigars | The Science of Branding with Ethan Decker | Episode 221

Welcome to Sales & Cigars, the sales podcast where the only smoke we blow is from cigars. On today’s episode, host Walter Crosby is joined by guest Ethan Decker for a tactical discussion on branding for entrepreneurs, at times employing what can at times seem like counterintuitive, and a much needed discussion on the best drink pairings for cigars.

To begin, Ethan shares his early dreams of Broadway and environmental science, detailing his journey through music and ecology, and how he “fell backwards” into marketing and advertising. Walter and Ethan exchange stories about career pivots, risk-taking, and the role of serendipity in their professional paths. Ethan shares how his diverse background shapes his approach.

Next, Walter recalls a thought-provoking post by Ethan in which he introduces the main branding concept of the episode. Ethan’s approach of translating scientific research into practical branding advice, makes complex data simple and actionable for entrepreneurs.The core discussion centers around what Ethan emphasizes truly drives market share, referencing research by Bruce Clark and others. A key finding reveals that the number of buyers is the most crucial factor in market share growth—more significant than loyalty, repeat purchases, or celebrity endorsements. The discussion also covers key metrics like “share of wallet” , along with the challenges of increasing customer frequency versus expanding the customer base.

The conversation then delves into how product availability and distribution impact brand growth, using examples from the spirits industry (e.g., Tin Cup vs. Maker’s Mark). Ethan explains that while scarcity can be effective for luxury brands, most brands benefit more from being widely available. Walter and Ethan explore the realities of cross-selling, using examples from B2B promotional products and the banking industry. As the hosts discuss how entrepreneurs and sales leaders should allocate their efforts,  Ethan uses the “Plinko” metaphor to illustrate the unpredictability of new customers and the importance of casting a wide net. This part of the conversation reinforces that most growth comes from new customers, not from trying to make existing customers buy everything.

Finally, to wrap up Ethan describes his home bar setup, featuring over 200 bottles and unique cheese knives made from old wrenches. The discussion predictably turns to drink recommendations for pairing with cigars, including rare bourbons, scotches, and armagnac. This episode concludes with a reminder to focus on growing your customer base and to enjoy the journey—preferably with a good drink in one hand and a cigar in the other.

Key Points:

• Data-driven branding strategies

• Market share growth through customer acquisition

• The role of product availability and distribution

• Limitations and risks of cross-selling

• The impact of brand loyalty versus buyer penetration

• Scarcity and exclusivity in luxury branding

• Simplifying complex marketing concepts for practical use

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