In this episode, I'm chatting about something that's been on my mind: why are brands spending more on visibility but becoming more forgettable? I share my thoughts on the psychology behind consumer behaviour and how storytelling makes brands memorable. If you want to know how to connect with your audience in a more genuine way then you'll like this one. Listen to see how you can make your brand more memorable.

If you want to know where YOUR brand is failing to register? The Brand Gap Finder diagnoses your cognitive position in 10 minutes. It'll show you exactly which layer is broken, and then you're score will give you some quick fixes to address now ​>>> Grab the Brand Gap Finder ​

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode of Brand and Butter, I'm diving into the whirlwind that is Black Friday. Ever wondered why we all get caught up in the frenzy of sales and urgency? Let's chat about the psychology behind it and how this U.S shopping spree has taken over the world. We'll explore the ethical questions brands face and how this day reflects our own buying habits and values. Whether you're a brand guru or just curious about the hype, join me for a laid-back conversation that might just change how you see those big red sale signs.

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In this episode I'm talking about the evolving landscape of brand loyalty. As the world changes, so do the ways consumers connect with brands. I discuss  why traditional brand loyalty is fading and how brands can adapt to align with modern consumer values. From the impact of societal shifts to the role of identity in purchasing decisions, discover what it takes to build trust and build genuine connections in today's market. Listen in to learn how to manage this new era of branding and ensure your strategy resonates with your audience.

Download The Brand Gap Finder (mentioned in the episode) here: https://youroneandonly.kit.com/17de8fad49

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode, I'm discussing the challenges and opportunities faced by neurodivergent founders in the business world. I tap into how societal structures often do not accommodate neurodivergent thinking and how this can impact business operations. I also highlight the importance of using AI to systemise processes, the significance of brand strategy and visual identity, and the necessity of building relationships and community for success. She shares her personal experiences and insights on navigating these challenges while advocating for systemic change in the business landscape.

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode I'm breaking down the significance of validation in personal and professional growth, emphasising the need for a solid brand strategy in today's changing landscape. I dive into my personal experiences with motherhood and business challenges, and connecting how these experiences shape identity and influence branding. We also tap into behavioural economics, generational perspectives on change, and the importance of understanding audience consumption patterns. Now more than ever we need to understand the evolution of brand strategy, the role of storytelling, and the necessity of competitor analysis in creating a strong brand identity.

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode, Kim James, co-founder of Wedge, discusses the evolution of her startup and the importance of content marketing in today's digital landscape. We chat about the crossover of AI and creativity, the importance of understanding audience personas, and the challenges of start ups and building in public. Kim goes into the need for authenticity in personal branding and the power of networking with like-minded people in order to grow. We also touch on finding balance in work and life, avoiding burnout, and the future of content creation.

Follow Kim:
Website: https://www.buildwedge.com
TikTok: @kimelizabethjames
Instagram: @kimelizabethjames
Instagram: @buildwedge

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Want to see a brand contract break in real time? We dig into Disney’s 1.7M-subscriber drop and why it wasn’t about content quality – it was about identity. Customers don’t just buy the thing; they buy what the thing says about them. When a brand’s actions clash with that self-image, churn isn’t quiet or rational; it’s fast, loud, and contagious.

We trace how today’s low-trust, high-speed media ecosystem punishes inconsistency and rewards coherence. From free speech vs hate speech debates to celebrity-led boycotts and TikTok-fueled pile-ons – integrity isn’t a tagline, it’s table stakes. 

As mentioned in the podcast, you can download The Brand Gap Finder here: https://youroneandonly.kit.com/17de8fad49

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode, I discuss the common hurdles in brand strategy and why many strategies fail to connect with their intended audience. I touch on the importance of a solid brand foundation, the psychological influences on consumer behaviour, and the need for consistency in branding. I break down what's needed to develop effective brand strategies and highlight the significance of understanding audience needs and emotional drivers. The conversation also covers the importance of measuring brand strategy success and executing plans effectively for long-term brand building.

As mentioned in the podcast, you can download The Brand Gap Finder here: https://youroneandonly.kit.com/17de8fad49

Send us a text

Visit https://youroneandonly.com.au/
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Connect with Tara on https://www.linkedin.com/in/tarajoyladd/
Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode, I break down the genius behind Ben & Jerry’s brand strategy, and guess what? It’s not just about ice cream. From a little scoop shop in Vermont to an $8 billion Unilever buyout, they’ve stayed loud, proud, and unapologetically activist.

We’re talking about what happens when purpose isn’t just slapped on a values page, but baked into the DNA of the business. The risks, the rewards, the occasional controversy – and why their ability to stand for something bigger than dessert is exactly what built their cult-level loyalty.

Listen to this if you want to see how aligning values with strategy is more than just good ethics... it’s good business. Ben & Jerry’s is proof that when you do it right, you don’t just sell products, you build trust that lasts.

The Brand Gap Finder Download:
https://youroneandonly.kit.com/17de8fad49

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode I dive into the world of cultural intelligence with Dr. Anastasia Kalkalina-Gabriel, author of "Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy." Join us as we explore the impact of race, gender, and identity on marketing strategies and the importance of inclusive practices. Discover how cultural literacy can transform marketing campaigns and why it's crucial for brands to engage with diverse audiences authentically. Tune in for a thought-provoking conversation that challenges industry norms and inspires change.

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

Ever wondered why some brands stay stuck in your mind while others disappear the moment you scroll past? The answer is in the psychology of memory itself. In this episode, I dive deep into how our brains actually process information, especially when we're overwhelmed (which, let's face it, is most of the time). Drawing from my experience navigating 37+ hospital stays with my son during his liver transplant journey, I share how these high-stress environments revealed crucial insights about communication that apply directly to brand memorability.

Resources mentioned:
Download Trust Blueprint
Get The Market Advantage Gap Workbook for $67
Or join our 5 day Gap Strategy Email Series

Send us a text

Visit https://youroneandonly.com.au/
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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode, I'm talking to something that's been grinding my gears lately – the well-intended but misguided attempts at inclusivity that exclude the very people they aim to include. I'm talking about the disconnect between stated values and actual actions that consumers today will immediately recognise.

The conversation about being an inclusive brand starts with acknowledging our biases and blind spots. When we only hear from people like ourselves, we create products and messaging that unintentionally exclude others. The question is, are you genuinely contributing positive change or just saying what you think people want to hear? 

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

Every business challenging the status quo pays hidden costs that traditional businesses don't face - but this "tax" is actually an investment in market leadership. In this episode, Tara shares her journey from seeing inequities at her old agency to building YO&O as a wellness-focused brand studio, revealing how paying the price for being different created her unique competitive advantage.

This episode is perfect for any neurodivergent entrepreneurs, wellness brands, and any business trying to do things differently (even if it feels expensive).

For more:

• Free Email Series: 5-day Gap Strategy 
• Digital Workbook: The Market Advantage Gap Workbook ($67)
• Join me at the Women's Agenda Event: Women's Health & Wellbeing Summit 2025 – Panel 'Stories of ADHD & Why Women are Late to Diagnosis'
• YO&O Services: Positioning mapping, audience analysis, brand strategy – Book a call.

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Visit https://youroneandonly.com.au/
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Connect with Tara on https://www.linkedin.com/in/tarajoyladd/
Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode, the discussion is on the relationship between colour psychology and branding. I'm emphasising that colour is not simply an aesthetic choice but a strategic tool that can influence consumer perception and behaviour. We dive right into the cultural and contextual nuances of colour, and highlight the importance of understanding audience psychology and memory encoding in effective brand design. 

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

In this episode I'm cracking open the concept of the 'Memory Matrix,' touching on how customers process and remember branded information. I discuss the importance of visual identity, emotional connections, and cultural memory in branding. This taps into the need for brands to focus on recognition over recall and how neurodiversity can influence design thinking. The conversation (as always) touches on the evolving landscape of brand design in the age of AI, highlighting the significance of understanding memory formation in creating brands that people care about.

Grab our Market Advantage Gap Workbook for $67 here
Not ready, check out our Gap Strategy 5 Day Email Series here

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

Laura Campbell was sick of pretending parenting was picture-perfect. Living with rheumatoid arthritis while raising two young children, she couldn't find a baby carrier that worked for her body, lifestyle, or style. Her solution? Design one herself – and build a brand that celebrates the messy, authentic reality of parenting.

In this episode, Laura shares her journey building Hackerlily, and how finding the right brand strategy transformed her business trajectory and messaging. We dive into the creative process she took with me at Your One and Only, and discuss her expansion plans, including retail partnerships, international distribution, and product line extensions – all made possible by establishing strong brand foundations that can scale. This conversation offers some gems on authenticity, strategic design, and building a business that resonates with your true audience.

Reach Laura:
Visit: hackerlily.com
Instagram: @_hackerlily
Linkedin: Laura Campbell

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Every generation freaks out about new technology, and AI is just our version of the social media panic from 2007. While everyone's losing their minds about robots taking creative jobs, they're missing the real story... our brains literally evolve with technology through neuroplasticity, which means we're not the same humans who thought Facebook was "just a phase." 

In this episode, I dive into why fighting tech evolution is like fighting gravity, how I use AI to amplify (not replace) my 18 years of brand experience, and why the creatives who'll completely own it are those who understand that AI is basically the world's most enthusiastic intern - brilliant at execution, hopeless at strategic thinking. 

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

What role should brands play in addressing harmful narratives? In this case toxic masculinity and intimate partner violence. This question sits at the heart of this episode examining the intersection of brand responsibility and social change.

Recent world-first Australian research revealed that approximately 120,000 Australian men report using intimate partner violence annually. This data validates what Gillette, in their controversial 2019 advertisement, attempted to address years ago. The backlash against Gillette's campaign highlights our collective discomfort with confronting deeply embedded social narratives around masculinity.

This episode challenges marketers to consider their responsibility in cultural storytelling. Are we perpetuating harmful stereotypes or helping reshape narratives that benefit everyone? How might your brand contribute to positive change while staying authentic to your values? The answer might determine not just your relationship with consumers, but your place in shaping a healthier society.

See the Gillette ad here.

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

Why do some brands stick in our minds while others fade instantly? The secret lies in understanding how our brains actually process and store information. This episode dives deep into the psychology of memory and its critical importance for creating a truly memorable brand. The most memorable brands don't just look different – they create distinctive associations through multiple senses and meaningful experiences.

Ready to make your brand memorable?
Check out our Market Advantage Gap workbook and discover how to identify your brand's unique positioning opportunities.

Sign up for our Gap Strategy 5-day email series at the link in the show notes and start building a brand that doesn't just catch attention – it stays firmly lodged in memory when decision time arrives.

Send us a text

Visit https://youroneandonly.com.au/
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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

Most businesses aren't failing because of poor products but because they've become strategically invisible to customers, suffering from what I call "Same-Shit Syndrome" where brands blend together in consumers' minds. Psychological blind spots create a knowledge gap between what business owners see in their brands versus what customers perceive, making strategic repositioning essential for standing out and surviving in changing markets.

Episode mentions:

• Watch the Selective Attention Test
• Watch the Old Spice Ad: The Man Your Man Can Smell Like

Join our free 5-day email series "The Gap Strategy" and find the opportunities to make your brand truly stand out.

Send us a text

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Connect with Tara on https://www.linkedin.com/in/tarajoyladd/
Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

Forget everything you thought you knew about branding. It's not your logo, your colour palette, or even your fancy website. True brand power comes from your "Brand DNA" – the psychological core that makes your brand genuinely unique.

In this episode, I discuss why most brands get their DNA wrong by focusing on superficial differentiation rather than true psychological positioning. We're witnessing massive behavioural shifts in consumer culture, and this fundamental change needs brands to develop authentic connections with their audiences, built on shared values and genuine relationships.

Want to find your market gap and build a brand that truly stands out? Check out The Gap Strategy 5 day Email Course and find the untapped positioning opportunities in your market.

Send us a text

Visit https://youroneandonly.com.au/
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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

What if your brand's perfect position is hiding in plain sight? In this episode, I discuss how to map competitors, understand customer psychology, and find the gaps others have overlooked. Learn why "great customer service" isn't a differentiator and how our 4 opportunity zones can create your unique market space. Plus, the $50 million Tropicana mistake that proves why positioning research matters, and how your business can map a path to distinction that competitors can't copy.

PS. Want the same research framework I've used with clients who've finally found their space and broken through their growth plateaus.

Check out our Market Advantage Gap Workbook is part of our extensive step-by-step process we use with our brand development clients and is made available at an accessible investment.

 Inside, you'll get:

• The competitor positioning map template that reveals untapped market opportunities
• Customer psychology frameworks that go beyond basic demographics
• All 4 opportunity zones fully explained with practical examples
• Research methods that uncover what your competitors are missing

Send us a text

Visit https://youroneandonly.com.au/
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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

The landscape of business is shifting dramatically, and brand psychology has never been more crucial for survival. When markets tighten, consumers don't simply choose the cheapest option, they gravitate toward brands they emotionally connect with and trust. And, trust has become the currency of brand relationships, built through consistent delivery of promises and authentic communication. After all, we don't just buy products, we buy meaning, memory, and moments that make us feel something real. Let's talk about it. 

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

What makes your business geninely different from your competitors? Do you know? Think of it like this, if your top 3 competitors all disappeared tomorrow, why would customers choose you? If you're struggling to answer these questions clearly and confidently, you're not alone. From a SWOT analysis to brand personality, this episode takes you behind the scenes of our process and into the critical foundations that come before visual identity.

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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.

This week I return l sharing how my recent personal challenges led to a complete reassessment of my brand strategy of YO&O. I also explore how empathy and inclusion are reshaping the modern consumer’s expectations, especially after global movements and the pandemic disruption.

Send us a text

Visit https://youroneandonly.com.au/
Follow YO&O on IG https://www.instagram.com/youroneandonly_au/
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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.