In this episode of Brain Driven Brands, Sarah and Nate play a rapid-fire game of Smash or Pass with some of the most overused, misunderstood, and quietly dangerous ideas in modern marketing.

We tear into things most teams can't say out loud… and the ones they're afraid to admit:
– Why you can't optimize an emotion that was never there
– Why most "testing" is really just for the founder's ego
– How beautiful creative can hide a serious idea drought
– Why iteration can be growth (but usually isn't)
– And how creative fatigue is often just leadership fatigue in disguise

This isn't a how-to episode. It's a how-are-you-thinking episode.

We talk about idea tracking vs. concept hoarding, empathy vs. data, AI vs. taste, speed vs. depth—and why most ads fail because they're answering questions no customer ever asked.

If you're running paid media, managing a creative team, or quietly wondering why "doing more" keeps working less… this one will feel uncomfortably familiar in a good way.

(Listen for the moments where we disagree. That's where the real insight lives.)

Original tweet:https://x.com/SarahLevinger/status/1994428068220273056?s=20

👉 Join my 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

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

What's going to happen to DTC in 2026 once the AI noise dies down, tariffs stabilize, and brands stop pretending vibes are a strategy?

In this holiday episode of Brain Driven Brands, Sarah and Nate don their ugly sweaters, roast underperforming AI tools, and make real predictions they'd actually put money on.

They break down why 2026:

1. Could be a breakout year for disciplined brands

2. Why community is shifting off rented platforms and onto brand-owned ecosystems

3. And why the biggest risk next year isn't effort…it's distraction.

You'll hear takes on:
• Why brands who "hang out" with customers will win
• The rise of on-site social and owned community ecosystems
• How AI should actually be used (hint: not for final copy)
• Why messaging and copywriting are about to matter more than ever
• Dynamic pricing, premium buyers, and letting your best customers spend more
• Micro-movies, PDP under-optimization, and where content is heading
• Why UGC is evolving into character-driven storytelling
• And a hopeful prediction about marketers finally sharing real signal instead of shilling

If 2025 felt like learning to ride with training wheels again, this is the conversation about what happens when brands finally stop wobbling, and start moving with intent.

👉 Join my 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

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

This week on Brain Driven Brands, Sarah and Nate crack open 25 Core Identity Maps (CIMs) collected across nearly every category — supplements, apparel, home goods, tech, sleep, skincare — and uncover the five global consumer behaviors defining 2026.

These aren't the usual "people want convenience and trust" surface takes. They're weird, psychologically sideways, deeply human patterns emerging across thousands of responses… the kind of stuff your attribution dashboard will never show you.

Inside the episode, they break down:

• Why customers want the feeling of improvement, not the reality of change
  
  

• Why up to 70% of buyers choose identity alignment over product performance
  
  

• Why emotional safety now beats price, logic, or urgency
  
  

• How shoppers are making decisions through emotional math, not rational math
  
  

• And the wildest finding: customers are humanizing objects that reduce stress—naming them, personifying them, treating them like sidekicks
  
  

Along the way, Nate confesses the uncomfortable self-truth the research exposed in his buying habits, Sarah explains why most marketing overestimates aspiration and underestimates avoidance, and both of them dig into why belonging is quietly becoming the dominant motivator in nearly every market.

If you want to understand how real people actually think before they buy — not how marketers wish they thought — this episode is a masterclass in modern consumer psychology wrapped in friendly self-roasting.

Perfect for founders, operators, and anyone who suspects their customers are running way deeper scripts under the surface than their spreadsheet can explain.

Plus: A live breakdown of how brands should adapt their messaging sequencing to match these psychological shifts — and why one wrong emotional signal can kick you out of a buyer's world instantly.

👉 Join my 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

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Guest: Craig Shoemaker

Linkedin: https://www.linkedin.com/in/craigshoemaker/

Twitter/ X: https://x.com/craigshoemaker

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.sarahlevinger.co

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

GET READY FOR BLACK FRIDAY! In this episode, Sarah and Nate walk through Original Grain's BFCM strategy, we stress about the fact that we have 9 days less of advertising time this year, and walk through how the consumers see Black Friday (and how your brand can prep for the best sale ever.)

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.sarahlevinger.co

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 today's episode, we reveal the one psychology tactic that could completely change your BFCM results, Nat talks about what you should be testing if your product has an AOV above $50, and producer Scotty explains how Zappos/Amazon is responsible for messing up the consumer perspective…

Source: https://tips.ariyh.com/p/dont-give-free-shipping-give-coupons

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.sarahlevinger.co

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

I seriously thought all brands knew this one! In this episode, Sarah breaks down the one emoji you should be using within your ads to boost engagement by up to 24%...

SOURCE: https://tips.ariyh.com/p/how-to-use-emojis-effectively

Learn more at: https://www.sarahlevinger.co

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 walks through 10 of the best (and little-known) psychological heuristics (or mental shortcuts) you can use to "hack" the human mind so you can resonate deeper with your customers and grow your brand.

Learn more at: https://www.sarahlevinger.co

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

Source: https://x.com/SarahLevinger/status/1633147824077406209

Learn more at: https://www.sarahlevinger.co

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

How KFC was trying to sell more french fries and looked at 90 different possibilities and narrowed it down to 5 mental heuristics to drive french fry sales. Find out how you can use the same playbook to grow your sales! 

Source: https://x.com/SarahLevinger/status/1671183444863250436

Learn more at: https://www.sarahlevinger.co

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

Should you always use a 7 or a 9 in your pricing? Is there a "best practice" when it comes to pricing new products? What's the best way to do discounts, and what is OG doing with their prices that no other brand seems to have figured out yet? All this and more in this episode of Brain Driven Brands!

In this episode, Nate and Sarah break down why you should stop iterating static ads and focus on testing your messaging instead. We'll chat about why agencies are worried, the magic of identity-focused messaging, and the real difference between grabbing attention vs. capturing intention.

Tweet Source: https://x.com/codyplof/status/1824879975323070783

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.sarahlevinger.co

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 for another week of Brain Driven Brands with a cautionary tale about a brand that took their customer's feedback, implemented it, and ended up going under because of it.

Tweet:https://x.com/SarahLevinger/status/1800231848494153811

Guest: 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.sarahlevinger.co

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

Some myths haunt the ad industry like immortal raccoons rifling through the garbage. In this episode, Sarah and Nate crack open a tweet that asked a simple question: "What's the dumbest take you've heard about running ads?"

Turns out…people had thoughts.

They wade through the greatest hits — "never turn off an ad," "you gotta season the pixel," "ads hurt organic," "just follow Andromeda best practices," "DR can't build brand," "scale winners 15% a day," — and then get into the deeper psychology behind why these ideas still survive in 2026.

Along the way, they break down:

• Why founders often accidentally sabotage good ads
  
  

• Why Meta's "best practices" contradict themselves weekly
  
  

• The dark truth about greedy scaling
  
  

• Why employee-led ads outperform founder-led mythmaking
  
  

• The sneaky identity traps that make bad takes so seductive
  
  

It's equal parts catharsis, strategy, and industry group therapy. By the end, you'll understand not just what the worst takes are… but why people cling to them — and what smart operators are doing instead.

Perfect for anyone who loves ads, hates nonsense, and wants their marketing to be grounded in actual sanity.

👉 Join my 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

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Nate gives us a bit of an insider's look into OG's multichannel marketing tactics, Sarah goes off the deep end talking about cleaning behavior (and why brands should be filming their customers inside their homes) and we dissect what brands are doing wrong with their direct mail campaigns.

Source: https://tips.ariyh.com/p/when-to-use-direct-mail-vs-email

Guest: 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.sarahlevinger.co

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

Guest Bryant Jaquez joins the podcast this week! And this time, we do more than pick Sarah's brain on generational psychology and growth marketing…we go deep into the strategy every fashion brand should be focused on to make sure their marketing is tailored to the specific emotions of each and every customer they bring in the door!

Guest: Bryant Jaquez

Twitter: https://x.com/BryantJaquez

Learn more at: https://www.sarahlevinger.co

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, guest Nate Lagos tells Sarah she's absolutely wrong about the 50% wasted budget stat, we talk about what brands should prioritize when it comes to their tech stack, and we do a deep dive into what's wrong with our view of ads when it comes to business growth.

Tweet source: https://x.com/SarahLevinger/status/1807875995594088788

Guest: 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.sarahlevinger.co

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

Oh man…this conversation is one of the best talks we've had in a while! Sarah and Nate chat about the 4 ads all successful brands have in common, and how to tell if you're running those ads currently. We also chat about what you're actually competing with when you run ads as a brand, and how to use the 4 core ad types to win.

Tweet source: https://x.com/SarahLevinger/status/1810378706466009248

Co-Host: 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.sarahlevinger.co

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

Special guest Chase Mohseni of CreativeOS joins the show to break down the quickest and easiest way to generate BETTER creative in HALF the time using science. We also go deeeeep into:

• Why being over dependent on any one creative source is killing your ability to scale.

• How brands should think about strategy vs volume when it comes to ads.

• The one tool you need to prioritize if you're going to scale in 2024 and beyond.

Guest: Chase Mohseni

Twitter:https://x.com/ImChaseMohseni

LinkedIn:https://www.linkedin.com/in/chasemohseni/

Learn more at: https://www.sarahlevinger.co

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

Special guest Nate Lagos is back for another episode where he and Sarah break down a simple psychology tactic that could increase your clicks by up to 3X (hint: it's something you're probably already doing…)

Source: https://tips.ariyh.com/p/group-items-with-white-space

Guest: 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.sarahlevinger.co

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

Special guest Nate Lagos is back for another episode where he and Sarah break down a simple psychology tactic that could increase your clicks by up to 3X (hint: it's something you're probably already doing…)

Source: https://tips.ariyh.com/p/group-items-with-white-space

Guest: 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.sarahlevinger.co

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 has a special guest on this episode of Brain Driven Brands…one who knows a lot about asking the right question so you can get the most lucrative answer. 

Founder Jeremiah Prummer currently manages over 7.5M surveys a month for thousands of brands with his KnoCommerce platform. In this deep-dive conversation where we dive into:

• Understanding the questions you need to answer for YOUR brand.

• How to ask questions to get to the emotional reasons your customers are buying.

• Why bias is actually a good thing when it comes to surveys.

Guest: Jeremiah Prummer

Twitter: https://x.com/JeremiahPrummer

LinkedIn: https://www.linkedin.com/in/jeremiahprummer/

Website: KnoCommerce.com

Learn more at: https://www.sarahlevinger.co

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 of Brain Driven Brands, Sarah talks about why the modern day post purchase survey is not what it seems and how brands big and small need to shift their questions to tap into the subconscious (emotional) brain instead of the logical one. She also gives examples for how to do this, and what you should expect to see data-wise so you can make the best marketing decisions based on your PPS results.

Learn more at: https://www.sarahlevinger.co

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

What's the one thing you should NEVER say if you're trying to sell products to a Boomer? How do Millennials see advertising? Are GenZers really as weird as they seem? In this episode, we do a deep dive into generational psychology, dissecting the brain science behind how each generation got to where they are, and what brands need to do in order to connect deeper with their chosen audiences.

Learn more at: https://www.sarahlevinger.co

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

When a PepsiCo-trained behavioral scientist crashes the studio, things get weird…and wildly useful. In this episode, Will Leach walks us through the emotional math behind why customers buy, why brands plateau, and why most marketers have their goals entirely backward. 

We dig into why value ≠ "saving money," how DiGiorno tricked America by anchoring against delivery pizza, why buyers change personalities between Monday and Friday, and the surprising reason your brand matters way less than you think.

Come for the spicy takes on Coke vs Pepsi, stay for the "Batman vs Utility Belt" analogy that will permanently change how you write ads.

If you've ever wondered why your logical pitches flop, why people buy cowboy hats during burnout, or how to outmaneuver giants without outspending them — this episode is a masterclass in real human behavior, not the stuff your personas pretend.

👉 Join my 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

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

In 2010, Old Spice increased the sales of a failing flagship product by a whopping 60% using a super simple psychology hack. Their agency worked for months to develop a strategy that would save the brand. I'll teach you how they did it in just 10 minutes.

Learn more at: https://www.sarahlevinger.co

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

Most brands hit a revenue ceiling at some point in their journey, but it doesn't have to be that way! There's an easier way to break past the growth ceiling and get back to scaling…and it starts with understanding just one simple thing: how humans work.

STUDY SOURCE: https://tips.ariyh.com/p/reduce-churn-with-loyalty-rewards

Learn more at: https://www.sarahlevinger.co

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 social comments help or hinder your ad performance? Do negative comments hurt? Should we be deleting negative comments off our ads? Sarah asks guest Nate Lagos his opinion on this and his answer might surprise you…

We also cover:

• What the "Bandwagon" effect is and why it's so important when it comes to social proof in marketing your brand.

• The difference between social proof, comments on social media, and reviews and why you need to know the difference.

• Why any kind of engagement better than just positive engagement…

Also, Nate does a true confession…

Tweet/X link: Taylor Holiday https://x.com/TaylorHoliday/status/1810561219323121882

Guest: 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.sarahlevinger.co

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

Which ad type has the ability to increase CVR and drop price sensitivity by up to 80%?

In this episode of Brain Driven brands, Sarah Levinger and Nate Lagos chat about the power of using one specific ad type to help boost sales and reduce price sensitivity with your audience.

We also cover:

• Why Original Grain's UGC flopped (and why you should maybe lean away from UGC).

• Costly signaling, what it is, and why it's critical for your brand to know.

• The best hot take on the internet right now…cheap content gets cheap attention! 

STUDY SOURCE: https://tips.ariyh.com/p/when-to-use-video

Guest: 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.sarahlevinger.co

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 break down one of the weirdest ways to boost CVR and sales…just by adding one tiny element to your CTA buttons. Nate also breaks down some of the micro tests he's run for Original Grain and how you can reframe your offer so your customers are more likely to buy.

STUDY SOURCE: https://tips.ariyh.com/p/how-many-ctas

Guest: 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.sarahlevinger.co

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

Attention, Interest, Desire, Action - as marketers, we know this framework well. What we DON'T know is how incredibly tired this framework is, and how much "ick" it's giving the consumers. In this episode, I break down why the AIDA framework is one of the worst ways to sell…and what you should do instead.

We also cover:

• One of the best pieces of content I've ever seen (and the storytelling framework it uses).

• How novelists and comedians get you hooked on their content.

• Why storytelling is the best way to cut costs, boost sales, and captivate the masses with ease.

Learn more at: https://www.sarahlevinger.co

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

Our stores are always open. The numbers are there to look at 24/7. E-commerce never sleeps…which might not be a good thing. In this episode, Sarah and Nate talk about a specific Q4 that was the catalyst for some heavy mental health issues and how the industry as a whole needs to talk more about what's happening (mentally) with the operators. We dive deep into some tactical things any operator can do to protect their mental health while working in an industry that never sleeps.

Learn more at: https://www.sarahlevinger.co

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

Guest: Nate Lagos

Twitter/X: https://x.com/natelagos

LinkedIn: https://www.linkedin.com/in/natelagos/

Podcast Tactical & Practical https://podcasts.apple.com/au/podcast/tactical-practical/id1752915534

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

Brain Driven Brands - Episode 1: Ads without Annoyance

Is it possible to run ads that people actually want to watch? 

Discover innovative strategies and insider tips on creating advertisements that captivate audiences without disrupting their experience. This episode unveils the secrets behind building successful ad campaigns that people actually want to watch using psychology.

IN THIS EPISODE:

1. Learn the importance of ad frequency and the point at which ads become annoying (three repetitions according to the cited study).

2. The concept of familiarity bias and its role in consumer trust and purchasing decisions.

3. The significance of knowing the different phases of the buyer's journey and tailoring ads accordingly.

STUDY SOURCE: https://tips.ariyh.com/p/when-ads-go-from-effective-to-annoying

Learn more at: https://www.sarahlevinger.co

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

Most marketers are using AI to replace their thinking instead of sharpen it—and it's showing. In this episode, Sarah and Chase break down why lazy prompting is the reason your creative feels stale, your tests flop, and your "winners" die in two weeks.

They'll walk you through 50 wild "what if" experiments that flip marketing psychology upside down and show you how to use AI as a thinking partner, not a content mill.

Here's a taste:

• 🤯 What if checkout pages showed how long you've wanted that product—and how long you'll regret not buying it?
  
  

• 💡 What if loyalty programs rewarded you for not buying something outside your goals?
  
  

• 🧠 What if your product photos had to include one realistic flaw—on purpose?
  
  

• 🧍‍♀️ What if brands made you "prove" you're worthy of a discount?
  
  

It's a crash course in using AI to break your own biases, surface hidden insights, and create ideas that actually stick.

Listen if: you're tired of cookie-cutter AI advice and want to see how behavior science meets chaos in the best possible way.

(By the end, you'll never ask ChatGPT to "write me 10 headlines" again.)

What If List: https://docs.google.com/document/d/1Do2K506-V6TrXBK43gLrLGGunjeYL3uicNZXJ0Jh7Wg/edit?usp=sharing

👉 Join my 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

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Sarah and Nate dive into one of marketing's strangest scientific findings: launching [secret product] can make your brand 20% cooler. So which product is it? No hints on this one…you'll just have to listen and find out!

Source: https://app.sciencesays.com/p/crazy-mini-products-make-your-brand-cool

👉 Join my 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

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

2025 was a weird year for marketers..an avalanche of AI hype, output obsession, and soulless creative cycles. In this episode, Sarah and Nate dissect the biggest missteps brands made this year and what needs to change before 2026 hits. 

From mistaking outputs for outcomes to realizing AI isn't ready to think for us, they break down why "volume" culture is killing creativity and how to rebuild your strategy around clarity, authenticity, and actual human intelligence. Expect hard truths, some laughter about naming cows "Ribeye," and a challenge to run your own "What Could Go Wrong?" meeting before the new year.

It's a roadmap for smarter, saner marketing in 2026…no AI attitude required.

👉 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

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

Ever seen an ad so bizarre you couldn't look away?

A woman eating a boiled egg for 90 seconds.
A cigarette brand that never showed the cigarette.
A $40M Burger King campaign about a guy named Herb who'd never eaten there.

In this episode, Nate and Sarah play Two Truths and a Lie: 1980s Ad Edition and then break down why the strangest, most nonsensical ads of the decade actually worked.

We'll talk about:

• 🧠 Semantic Closure — why your brain can't stand an open loop.
  
  

• 🧩 Processing Fluency — how confusion turns into curiosity.
  
  

• 💀 Fear vs. Wonder — and why one still sells better than the other.
  
  

• 🎭 The Burger King campaign that cost $40M (and flopped for all the right reasons).
  
  

It's a crash course in how to make people think about you later — even if your ad makes zero logical sense in the moment.

If you've ever wondered why your "clever" creative underperforms,

👉 Learn more how to become a psychology-based performance marketer: 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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

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/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/
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/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/
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/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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

In this episode of Brain Driven Brands, Sarah and Nate pull back the curtain on the exact AI prompts they actually use to generate high-performing ad ideas—the ones that don't sound robotic, generic, or like every other brand on the internet.

After revisiting one of the show's most-downloaded episodes, Sarah shares why most AI-written copy fails, how she rebuilt her prompts from first principles, and what happens when you tell AI which psychological mechanisms to use before it writes anything at all.

Together, they live-test these internal prompts on a real brand ad (cowboy boots), exploring how different psychological levers change the creative direction entirely—including:

• First-principles thinking paired with loss aversion
  
  

• Quiet status signaling and open loops
  
  

• Curiosity-driven hooks and reverse psychology
  
  

Instead of asking AI to write headlines or scripts, Sarah shows how to use it to generate raw ad concepts—and why the last 10% (the human part) is where all the money is made.

This episode is part live teardown, part psychology lesson, and part behind-the-scenes look at how six-figure ads are actually born—not from clever wording, but from properly framed ideas.

If you care about better creative, higher prices, and ads that don't feel like ads…this one's for you.

Sarah Makes Nate Cry With a Prompt Episode: https://open.spotify.com/episode/2cVZ3nIE8YUMAlO6Qm0NFN?si=UWSUywsJTmqoz5bkRVgADw

👉 Join my 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

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/
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/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/
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:

1. Why some "anti" campaigns take off while others flatline

2. How to pick the right emotion to anchor your brand around

3. What Liquid Death nailed that Coke couldn't figure out

4. 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/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/
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/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/
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/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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

We kicked off Season 3 with some heat. 🔥

In this episode, Nate and Sarah talk about why the volume game in ads is broken — and how brands are shooting themselves in the foot by flooding their accounts with 100+ AI-generated ads a week. Spoiler: consumers aren't dumb. They're tired, frustrated, and tuning out repetitive, irrelevant creative.

We share some new stats on consumer behavior (61% are less likely to buy after seeing the same ad too many times, 49% flat out refuse). We dig into why volume ≠ diversity, why overloading creative teams is unsustainable, and why the future looks more like "7 great cookies" than "50 mediocre ones."

Nate and Sarah also shift into brand strategy — how to prime buyers long before the sale, the reality of emotional lag in purchasing decisions, and why building memorable brand campaigns is the antidote to cookie-cutter volume. We even talk about why silly things (like my little red dinosaur) actually work for brand recall.

If you've ever wondered:

• Why dumping ads into Meta isn't working anymore

• How to think about emotional timing in customer behavior

• How to balance brand vs. performance spend without losing your shirt

• And why "be more interesting" might be the most practical advice you'll hear this year

…this episode is for you.

Season 3 is here, and we're starting loud. 🧠⚡️

Marketers...Don't Think About WHO Think About WHEN: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000675762314

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/
Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

In this episode of Brain-Driven Brands, Nate and Sarah kick off Season 3 by reflecting on some of our favorite episodes from past seasons, share the lessons that stuck with us, and give you a preview of what's coming next. If you haven't listened to Brain Driven Brands for long, or if you jut wanna send your friend some good content this week, SEND THEM THIS.

• Why "just spending more on ads" is the wrong lever—and the surprising shift that actually drives scale.

• The one theme that secretly connected our favorite past episodes (storytelling, bias, and identity)… and why we didn't see it until now.

• A behind-the-scenes look at what we're building for Season 3—something we've never shared publicly before.

• The "When" Episode – about when people are primed to buy: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000675762314     $100M Marketing Challenge – a live experiment episode: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000693460164   The Orange Episode / Apples vs. Oranges – about the seriously shady business of orange juice vs apple juice (juice/consumables): https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000702690496   Ford to Range Rover Episode – identity-based buying contrast episode: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000702997660   Sarah Makes Snake Cry – a memorable/funny one that might change copywriting forever: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000710416478   Gut Driven Brands – spinoff episode when Sarah was out, so Scotty & Nate ran it: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000679071306   The "Because" Episode – got notable (kinda negative) listener reactions: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000687116891   BONUS: BPE Episode – people couldn't get enough of this one: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000700103181   BONUS: Valence of Testing – one of the best episodes we've done by far! https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000710416478

👉 Learn more how to apply 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/

Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg