The Marketing Architects

Think of brand as a turbocharger for your paid ads. It warms people up before they meet your call to action or come into market. But when is the right time to start investing in brand building over pure performance marketing, especially as a digital-first company?This week, Elena, Angela, and Rob explore when performance marketing reaches diminishing returns and why it's so difficult for marketers to shift budget toward brand. Plus, they share real client examples of how brand investment transformed businesses, including Old Spice's reinvention that increased sales 125% in just three months, and outline metrics beyond traditional brand studies that prove brand's impact on your business.Topics covered: [01:00] Research on brand equity's impact on ecommerce[03:30] Signs your performance marketing is reaching diminishing returns[09:00] How brand acts as a turbocharger for paid advertising[15:00] Client success stories from brand investment[20:00] Old Spice's brand reinvention that increased sales 125%[28:00] Better ways to measure brand impact beyond brand studies  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Mokha, Anupreet. (2021). Brand Equity, Brand Satisfaction, and Brand Loyalty: A Study of Select E-Commerce Industry. International Journal of Online Marketing. 11. 34-50. 10.4018/IJOM.2021070103.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how Bayesian modeling offers a more nuanced approach to marketing attribution than traditional methods. They discuss why many marketers still rely on oversimplified attribution models despite their limitations.Topics covered:   [01:00] "Bayesian Modeling of Marketing Attribution"[03:00] Problems with traditional attribution models[04:50] Why simple models persist despite their flaws[06:00] Key components of Bayesian attribution[08:00] Rapid decay of ad effects and negative interaction effects[09:45] How this approach can offer deeper marketing insights  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Sinha, R., Arbour, D., & Puli, A. (2022). Bayesian Modeling of Marketing Attribution. Available at arXiv:2205.15965   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

94% of advertisers are concerned about how tariffs might impact their budgets according to an IAB survey. Of those planning cuts, 60% expect a 6-10% decrease in ad spend, while 22% anticipate cuts of 11-20%.This week, Elena, Angela, and Rob explore what the research says about marketing during economic downturns. They discuss how brands that maintain or increase spending during tough times consistently gain market share, why creative thinking matters more than ever, and the smartest ways to adjust your strategy if budget cuts are unavoidable.Topics covered: [01:00] Current economic landscape and marketer uncertainty[05:00] Predicted impact of tariffs on US media ad spending[07:00] Research showing companies that increased ad spend by 50% during recession saw 1.5% market share growth[09:00] Creative marketing examples from economic downturns[13:00] Ways to reduce marketing spend without damaging your brand[17:30] Where to double down if you have available budget[21:00] Finding personal comfort rituals during uncertain times  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Tellis, Gerard & Tellis, Kethan. (2009). A Critical Review and Synthesis of Research on Advertising in a Recession. Journal of Advertising Research. 49. 10.2501/S0021849909090400. https://www.researchgate.net/publication/228272297_A_Critical_Review_and_Synthesis_of_Research_on_Advertising_in_a_Recession   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how AI transforms workplace collaboration. A groundbreaking Procter & Gamble study reveals that individuals using AI match team performance, while AI-human teams produce superior results. Topics covered:   [01:00] "The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork"[03:00] Field experiment setup and methodology[04:35] How AI helps break departmental silos[05:10] Improved emotional experience when working with AI[06:05] AI integration beyond productivity[07:00] AI-human collaboration creating "blended intelligence" To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Dell'Acqua, F., Ayoubi, C., Lifshitz, H., Sadun, R., Mollick, E., Mollick, L., Han, Y., Goldman, J., Nair, H., Taub, S., & Lakhani, K. (2025). The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise. Harvard Business School Working Paper No. 25-043 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve "gold" status in recognizability according to a study by Ipsos and JKR. So which marketing strategy matters more: differentiation or distinctiveness?In this episode, Elena, Angela, and Rob debate whether brands should focus on meaningful differentiation or memorable distinctiveness. The hosts explore research showing that while differentiation plays a more limited role than traditionally assumed, distinctiveness is crucial for getting into consumers' consideration sets. They also examine how category dynamics impact which strategy dominates and share real-world examples of brands that excel at either approach. Topics covered: [01:00] Research from Rob Myerson on Byron Sharp's distinctiveness claims[03:00] The case for focusing on distinctiveness in marketing[06:00] Why differentiation gives brands resilience and pricing power[09:00] How category dynamics impact strategy importance[12:30] The role of distinctiveness in TV advertising effectiveness[19:00] Examples of brands excelling at distinctiveness vs differentiation  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2021 WARC Article: https://www.warc.com/newsandopinion/opinion/what-does-byron-sharps-research-really-tell-us-about-differentiation/en-gb/4314 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how sticking with the same creative platform drives better results. Based on research analyzing 4,000 ads, they reveal why consistency isn't boring—it's a powerful force that compounds over time.Topics covered:   [01:00] "The Magic of Compound Creativity"[01:45] When brands should consider changing creative[03:00] How consistency impacts creative quality scores[04:35] Why creative elements get better with age[06:05] The business impact of creative consistency[08:40] The compounding effect of brand continuity  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: System1 & IPA (2024). The Magic of Compound Creativity: How consistency leads to creative quality, stronger brands and greater profits. With data from the IPA Effectiveness Databank  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Only a third of agencies believe their clients provide a clear target audience in their briefs. So how can we build effective targeting strategies that drive real business growth?In this episode, Elena, Angela, and Rob tackle the misunderstood world of targeting in marketing. They explore why defining your target audience isn't just a media decision but a foundational strategic choice. Plus they examine the flaws in third-party data targeting and provide practical advice for maximizing reach without wasting budget on ineffective targeting tactics.Topics covered: [01:00] Why marketers should be wary of "algorithmic hanky panky"[03:30] The misconception that brands grow through narrow audience targeting[07:00] How digital platforms introduce bias in AB testing[11:00] The major pitfalls of third-party data for targeting[14:00] Balancing targeting precision with cost-effectiveness[17:00] Top targeting strategies that deliver without sacrificing reach[20:00] The surprising success of broad targeting for brand growth  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2025 MarketingWeek Article: https://www.marketingweek.com/ritson-ignore-anyone-targeting/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore whether price promotions deliver more than just temporary sales spikes. They examine how different product categories respond to discounts and reveal when promotions might help or harm brand loyalty.Topics covered:   [01:00] "The Long-Term Effects on Category Incidents"[02:00] How soup and yogurt categories respond to promotions[03:00] The short-term impact of discounts on sales[05:00] Premium brands and the "discount doom loop"[07:00] When promotions actually build customer retention[08:30] Using offers effectively for new TV advertisers  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Pauwels, K., Hanssens, D. M., & Siddarth, S. (2002). The long-term effects of price promotions on category incidence, brand choice, and purchase quantity. Journal of Marketing Research, 39(4), 421–439. https://doi.org/10.1509/jmkr.39.4.421.19114  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

A study from Les Binet and Peter Field found that for every 10-point increase in excess share of voice, brands see around a 0.5% annual market share growth on average. But does this marketing principle still hold true in today's fragmented media landscape?This week, Elena, Angela, and Rob are joined by VP of Strategy Dan Cleveland to explore excess share of voice (ESOV) and its enduring relevance. They dive into how ESOV correlates with growth, why it's still a valuable planning tool, and what happens when brands let their share of voice slip below market share. Plus, discover why TV remains crucial for building the top-of-funnel awareness that drives long-term brand performance.Topics covered: [01:00] The history of share of voice and why it matters[03:30] How excess share of voice links to market share growth[08:00] When ESOV doesn't work (and what that reveals)[12:30] Using share of search as a real-time metric[16:00] Why top-of-funnel channels drive brand awareness[21:00] The risks of underspending compared to your share of market[27:00] Practical steps to apply ESOV to your strategy  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources:  2023 IPA Article: https://ipa.co.uk/knowledge/ipa-blog/esov-an-excessive-focus-on-the-wrong-thing/?utm_source=chatgpt.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how creative advertisements can actually hurt the performance of regular ads shown alongside them. They discuss why brands with smaller budgets should still prioritize creativity to avoid getting lost in the mix.Topics covered:   [01:00] "The Power of Creative Advertising: Creative Ads Impair Recall and Attitudes Towards Other Ads"[03:00] How creative ads affect surrounding regular ads[04:35] The dramatic drop in recall when creative ads are repeated[05:10] Why regular ads are judged more harshly after creative ones[06:30] The "Super Bowl effect" and competitive ad environments[07:00] Creating memorable ads on smaller budgets To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Jin, H. S., Kerr, G., Suh, J., Kim, H. J., & Sheehan, B. (2022). The power of creative advertising: Creative ads impair recall and attitudes toward other ads. International Journal of Advertising, 41(3), 1-21.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Marketers only accurately predict the outcome of an A/B test 52% of the time. With today's viewers constantly multitasking, creative has seconds—not minutes—to make an impact. But many brands still rely on outdated approaches, leading to forgettable commercials.In this episode, Elena, Angela, and Rob are joined by Chief Creative Officer Steve Babcock to discuss Marketing Architects' new report on TV creative effectiveness. They explore why strategy must come first, why pretesting is no longer optional, storytelling lessons from marketing effectiveness research, and how AI is enhancing (not replacing) human creativity.Topics covered: [01:00] New research on what makes TV creative effective in 2025[05:00] Why the old creative playbook no longer works[08:00] Finding the "elephant in the room" for strategic development[13:00] How AI-powered pretesting is changing creative development[21:00] The cost of "dull" advertising that evokes no emotion[25:00] Using AI as a creative engineering tool[36:00] The future of "shootless" video production  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2025 Marketing Architects Report: https://www.marketingarchitects.com/NewRules Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how emotions outweigh logic in advertising effectiveness. They discuss research showing emotional responses are nearly twice as powerful as cognitive factors in driving purchase intent across nearly all product categories.Topics covered:   [01:00] "The Power of Effect: Predicting Intention"[02:00] Rational vs. emotional decision-making[03:00] The AdSAM non-verbal research tool[05:00] Where emotion dominates across product categories[06:45] The one category where logic outperforms emotion[09:30] Creating ads that evoke the right feelings  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Morris, J. D., Woo, C., Geason, J. A., & Kim, J. (2002). The power of affect: Predicting intention.Journal of Advertising Research, 42(3), 7-17.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

CTV ad revenue is projected to reach $28 billion this year, but 39% of advertisers still cite transparency in ad placements as a major concern. Is Connected TV delivering on its promises or falling short?This episode, Elena and Angela are joined by Chief Media Officer Catherine Walstad to discuss the state of CTV advertising. They explore the maturing optimism around streaming TV and share practical advice for navigating this complex but essential channel. Learn why CTV shouldn't be viewed as either brand or performance marketing, but as a powerful complement to linear TV.Topics covered: [01:00] CTV usage and ad spend projections through 2026[03:30] Current marketing sentiment around CTV advertising[06:00] Defining CTV, OTT, and streaming terminology[09:00] Is CTV delivering on its ROI promises?[11:00] CTV's role in both brand and performance marketing[18:00] Why CTV advertising has high CPMs and hidden costs[21:00] CTV measurement challenges and solutions[27:00] How fragmentation impacts advertisers and viewers[29:30] Emerging CTV trends like shoppable and interactive ads  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2025 eMarketer Article: https://www.emarketer.com/content/5-things-know-about-ctv-advertising-platforms2025 Ad Exchanger Article: https://www.adexchanger.com/tv/buyers-say-ctvs-transparency-problem-remains-a-roadblock-to-investment/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how humor in advertising drives stronger brand recall and sales despite its 37% decline over the past two decades. They reveal why creating memorable, relatable comedy leads to measurable business results.Topics covered:   [01:00] "What's Working in Humorous Advertising"[02:30] The decline of humor in modern advertising[03:45] Data proving funny ads outperform competitors[05:10] How humor magnifies brand memories[06:05] Why humor drives brand fame[07:20] Balancing humor with brand connection  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: WARC. (2025). What's Working in Humorous Advertising. WARC Strategy. Retrieved from WARC.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Only 90% of marketers see an ROI boost when they add brand building to performance marketing. Yet American marketers still struggle to prioritize effectiveness over efficiency, with many optimizing for lower costs rather than long-term business growth.This week, Elena and Rob are joined by Lexi Wolf, Head of Advisory at WARC North America, to explore how marketing effectiveness is gaining momentum in the U.S. Lexi breaks down key findings from WARC's groundbreaking "Multiplier Effect" research, revealing why brand and performance marketing aren't opposing forces but rather complementary strategies that multiply each other's impact. Plus, learn how top marketers create creative platforms that drive both long-term equity and immediate sales.Topics covered: [01:00] The state of marketing effectiveness in the U.S. versus other regions[05:30] Why marketers struggle with marketing marketing itself[10:30] How effectiveness principles should be directional, not prescriptive[17:00] The "advertising doom loop" and how to escape it[20:00] Why strong brands make your entire marketing funnel more efficient[24:00] Creating creative platforms that work for both brand and performance[32:00] Resources for marketers new to effectiveness principles  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2023 WARC Report: https://www.warc.com/newsandopinion/opinion/in-the-us-its-time-to-talk-about-marketing-effectiveness/en-gb/6132The Multiplier Effect Report: https://page.warc.com/the-multiplier-effect-report Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob uncover what design elements actually drive direct mail success. They explore research showing that opening and keeping mail require different strategies, with personalization playing a critical role in campaign effectiveness.Topics covered: [01:00] "The Effects of Mailing Design Characteristics on Direct Mail Campaign Performance"[02:45] The impact of extreme personalization[03:40] Why opening rates don't correlate with keeping rates[05:10] Design elements that increase open rates[06:00] Features that make people keep mail instead of tossing it[07:30] Finding the balance between brand building and direct response  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter  Resources: Feld, S., Frenzen, H., Krafft, M., Peters, K., & Verhoef, P. C. (2013). The effects of mailing design characteristics on direct mail campaign performance.International Journal of Research in Marketing, 30(2), 143-159. https://doi.org/10.1016/j.ijresmar.2012.07.003  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

AI video tools have created lifelike Coca-Cola trucks, festive scenes, and even Angela's face in today's episode. These jaw-dropping demonstrations highlight how rapidly AI video has evolved and the debate this technology is creating.This week, Elena and Rob are joined by Seth Woodall, Director of AI Visual Arts at Misfits & Machines and creator of the viral "Pepperoni Hug Spot" commercial. Together, they explore the state of AI video creation, misconceptions about the technology, and what's next for marketers looking to incorporate these tools. Plus, discover why AI-powered creative techniques will become standard production methods and indistinguishable from traditionally created work.Topics covered: [01:00] The controversy behind Coca-Cola's AI holiday commercial[07:00] How Seth created the viral "Pepperoni Hug Spot" AI commercial[15:45] Why AI video expertise is hard to find in traditional agencies[18:00] Predictions for AI video quality improvements[21:30] AI tools like Comfy UI, Flux and LoRAs[26:00] Common misconceptions about how AI video is created[29:30] The democratization of high-quality video creation  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: NBC News 2024 Article: https://www.nbcnews.com/tech/innovation/coca-cola-causes-controversy-ai-made-ad-rcna180665Pepperoni Hug Spot Commercial: https://www.youtube.com/watch?v=qSewd6Iaj6I Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how the Dirichlet model challenges common beliefs about brand loyalty. They reveal why most consumers aren't deeply loyal to specific brands and why reaching new customers matters more than increasing loyalty.Topics covered: [01:00] "The Dirichlet: A Comprehensive Model of Buying Behavior"[02:00] What products do we buy without brand loyalty?[03:45] How brand share predicts buying behavior[04:30] Why acquisition drives loyalty, not vice versa[05:00] Most buyers are light buyers who purchase infrequently[06:00] The shocking truth about Coca-Cola's customer base  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Resources: Goodhardt, G. J., Ehrenberg, A. S. C., & Chatfield, C. (1984). The Dirichlet: A comprehensive model of buying behaviour.Journal of the Royal Statistical Society: Series A (General), 147(5), 621–655. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

In Peter Field's article "Challenger Thinking is How Brands Drive Growth," he states that challenger brands aren't born just from unique founders or lucky circumstances. Challenger thinking is actually how brands grow.This week, Elena and Angela are joined by Marketing Architects founder Chuck Hengel to talk about marketing like a challenger brand. Chuck shares stories from creating and marketing HurryCane (the first walking cane to stand on its own) and Stuffies (a children's toy with hidden pockets), revealing key insights about broad audience targeting, distinctive brand assets, and why every department contributes to marketing success.Topics covered: [01:00] What defines a challenger brand[04:45] Why marketing should connect to every business function[09:00] The consumer insight that created the HurryCane[14:00] The importance of brand fame and broad mental availability[16:00] Finding and targeting the right audience for Stuffies[22:00] The power of "smashable branding" and distinctive assets  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  The Challenger Project Article: https://thechallengerproject.com/blog/2019/peter-field-on-challenger-brands?utm_source=chatgpt.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore why the brand versus performance debate misses the point. They discover that integrating both approaches creates a powerful multiplier effect that can boost revenue ROI by up to 90%.Topics covered:   [01:00] "The Multiplier Effect: A CMO's Guide to Brand Building in the Performance Era"[03:00] The performance plateau problem[04:00] Revenue ROI declines 40% when brand building stops[05:00] Brand and performance integration increases ROI by 25-100%[06:00] The best brands allocate 40-60% to brand building[06:45] Paid search is over-credited by 190% in conversions To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: WARC, Analytic Partners, BERA.ai, Prophet, & System1. (2025). The Multiplier Effect: A CMO's Guide to Brand Building in the Performance Era. WARC.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Stories capture human attention like nothing else. The best advertising doesn't just explain features, it creates emotional connections that make your message stick. When brands tell compelling stories, they're perceived as more trustworthy than those relying on straightforward product messaging.Elena, Angela, and Rob explore the science behind storytelling in marketing, from neurological engagement to the Hero's Journey framework. They discuss balancing emotional narratives with practical information in TV ads and share standout examples from Progressive's "Parentamorphosis" campaign to P&G's emotional "Thank You, Mom" ads shared during the Olympics.Topics covered: [03:00] Research supporting storytelling in advertising[05:00] Why humans naturally gravitate toward stories[07:00] Understanding the Hero's Journey framework[10:00] Balancing emotion with practical information in TV ads[15:00] Examples of effective storytelling in advertising[21:00] Testing your knowledge of iconic story plots  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Visual Storytelling in Advertising Study: https://www.arcjournals.org/pdfs/ijhsse/v7-i10/15.pdf?utm_source=chatgpt.comThe Role of Storytelling in Advertising Study: https://www.researchgate.net/publication/338558049_The_role_of_storytelling_in_advertising_Consumer_emotion_narrative_engagement_level_and_word-of-mouth_intentionThe Influence of Storytelling on The Consumer–Brand Relationship Experience Study: https://link.springer.com/article/10.1057/s41270-021-00149-0?utm_source=chatgpt.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how brand salience differs from simple awareness. They reveal why connecting your brand to multiple buying situations matters more than basic brand recognition or even brand love.Topics covered:   [01:00] "Conceptualizing and Measuring Brand Salience"[02:15] The difference between awareness and salience[03:20] Why Disney masters multiple brand touchpoints[04:40] Brand attitude vs. buying behavior[05:30] How Coca-Cola builds salience through situational triggers[06:45] Using brand cues to improve mental availability  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Romaniuk, Jenni, & Sharp, Byron. (2004). Conceptualizing and measuring brand salience. Marketing Theory, 4(4), 327-342. https://doi.org/10.1177/1470593104047643  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.  

A recent study comparing AI-driven research to traditional focus groups found synthetic research is faster, more efficient, and better at spotting trends in massive datasets than human-to-human methods.Elena, Angela, and Rob explore how synthetic audiences are revolutionizing market research, from creative pretesting to consumer behavior prediction. Learn how Marketing Architects developed ScriptSooth, an AI-powered creative testing platform proven to predict TV commercial success, and discover practical ways marketers can leverage synthetic audiences to enhance their strategies. Plus, the team plays "Guess the Focus Group Fail" to highlight why even traditional research methods aren't infallible.Topics covered: [01:00] How synthetic audiences simulate real customer behavior[04:00] Why ScriptSooth took thousands of iterations to perfect[06:00] Using AI for consumer focus groups and insights[09:00] Quick wins for marketers using synthetic research[14:00] Overcoming skepticism about AI-driven insights[17:00] The future of agentic AI in marketing[19:00] Historic marketing research failures and lessons learned  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2025 WARC Article: https://www.warc.com/content/feed/comparing-the-quality-of-synthetic-research-to-human-insights/en-GB/10209?utm_source=daily-email-intro-link&utm_medium=email&utm_campaign=daily-email-americas-subscribers-20250120 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore how last-touch attribution leads marketers to overvalue certain ads and make poor bidding decisions. They reveal why having no attribution model could be better than using last-touch attribution alone. Topics covered:   [01:00] "Beyond the Last Touch Attribution and Online Advertising"[02:10] Understanding game theory in marketing decisions[04:00] The problem with multi-platform consumer journeys[05:30] Why publishers benefit from last-touch attribution[06:45] Introduction to Shapely value attribution[08:20] Making attribution drive strategy, not just reporting  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Berman, Ron. (2024). Beyond the Last Touch: Attribution in Online Advertising. The Wharton School, University of Pennsylvania.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

When consumers deliberately avoid buying situations to cut costs, brands risk losing their mental connection with shoppers. The key to staying relevant? Defending existing category entry points while creating new ones.Elena, Angela, and Rob explore what makes category entry points effective and how brands can build them. They discuss different types of CEPs, from needs-based to emotional triggers, and share examples of brands that have mastered them. Plus, learn why broad reach media like TV helps reinforce these crucial mental connections and what it takes to own multiple CEPs without diluting their impact. Topics covered: [01:00] Different types of category entry points and how to identify them[03:00] How many CEPs should brands focus on?[07:00] Starbucks' strategy for dominating coffee occasions[10:00] Using broad-reach media to build mental availability[13:00] How Coca-Cola owns multiple CEPs through decades of investment[15:00] LEGO's success creating new usage occasions[18:00] Examples of brands that own multiple CEPs  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: MarketingWeek Article: https://www.marketingweek.com/reinforce-your-category-entry-points-if-you-want-to-stimulate-sales/?utm_source=chatgpt.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore new research that challenges how marketers approach media mix planning. They reveal why optimizing for reach alone leaves significant brand lift on the table.Topics covered:   [01:00] "The Effects of Advertising Media Channel Combinations on Brand Performance"[03:00] Seven media mix archetypes defined[04:35] How different combinations impact brand metrics[05:45] Why most marketers get their media mix wrong[07:10] The role of TV in successful campaigns[08:30] Finding your optimal channel mix  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Bell, J. Jason, Felipe Thomaz, & Andrew T. Stephen. (2024). The Effects of Advertising Media Channel Combinations on Brand Performance. Saïd Business School, University of Oxford.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

According to the World Federation of Advertisers, digital ad fraud may become the second largest source of criminal income in the world after drug trafficking. For marketers spending billions on digital ads, this isn't just concerning—it's a crisis.This week, Elena and Rob are joined by "The Ad Contrarian" Bob Hoffman. As a former agency CEO turned industry critic, Bob shares his unfiltered perspective on digital advertising's dangers, from invasive tracking to rampant fraud. Plus, hear his thoughts on why marketers keep falling for fraudulent metrics, how advertising can thrive without surveillance, and why young marketers need to question industry "truisms" more often.Topics covered: [02:00] The moment Bob became an industry critic[11:00] Why tracking makes digital advertising dangerous[19:00] How ad fraud became a $100B+ problem[24:00] Why brand purpose marketing often fails[29:00] The three fundamentals of effective marketing[34:00] Why marketers need more original thinking  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Bob Hoffman: My Talk at the European Parliament: https://typeagroup.createsend.com/campaigns/reports/viewCampaign.aspx?d=d&c=FC142680CDB9311A&ID=386E63F648DA11042540EF23F30FEDED&temp=False&tx=0&source=ReportThe Three Word Brief: Simple Advice for People Who Advertise: https://www.amazon.com/Three-Word-Brief-Simple-Advertise/dp/B0DN19JTCFBob Hoffman's Newsletter: https://www.bobhoffmanswebsite.com/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how boring advertising drains marketing budgets and hinders brand growth. They reveal the staggering cost of dull ads and which industries struggle most with creating engaging content.Topics covered:   [01:00] "The Extraordinary Cost of Dull"[03:00] The shocking percentage of neutral ad responses[05:45] How dullness is measured across advertising[06:30] The hidden price tag of boring campaigns[09:00] Which industries create the dullest ads[10:15] The role of AI in creative advertising  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: System1, eatbigfish, Peter Field, & Uncensored CMO. (2023). The Extraordinary Cost of Dull. Retrieved from System1Group.com, UncensoredCMO.com, and EatBigFish.com. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Only half of marketers believe they understand marketing effectiveness principles according to WARC. Even worse, many US marketers lag their global peers in applying these proven frameworks for growth.Elena, Angela, and Rob break down the most important marketing effectiveness principles every marketer should know. They examine why these principles work, how to apply them to your brand, and what happens when marketers ignore them. Plus, learn why broad reach and brand building still matter, even in today's digital-first world.Topics covered: [01:00] How one healthcare CMO used marketing effectiveness to secure record budgets[04:00] Why broad reach matters more than narrow targeting[07:00] The science behind distinctive brand assets[10:00] Why light buyers drive more growth than loyal customers[14:00] The truth about the 60/40 brand building rule[19:00] How excess share of voice predicts market share growth[22:00] Mental and physical availability's impact on sales  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2023 MI3 Article: https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore what drives ROI for Super Bowl advertisers by examining six years of sales data across nearly 200 media markets. They reveal why some brands see significant returns while others struggle to justify the investment.Topics covered:   [01:00] "Super Bowl Ads"[03:00] Top advertising categories during the big game[05:00] How viewership impacts beer and soda sales[06:00] The importance of owning consumption occasions[07:00] Why competing ads can cancel each other out[08:00] Building brand associations beyond sales lift  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Hartmann, W. R., & Klapper, D. (2016). Super Bowl Ads. SSRN. https://doi.org/10.2139/ssrn.2385058   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

A 30-second Super Bowl spot now costs over $7 million—a 337% increase since 1999. But does this massive investment drive real results? And what separates the memorable ads from the forgettable ones?Elena, Angela, and Rob explore what makes Super Bowl ads effective, from creative principles to strategic considerations. Drawing from both successful and failed campaigns, the team shares what marketers should watch for in the commercials during this year's big game plus why even great creative can't save bad strategy.Topics covered: [01:00] Why creative isn't the only driver of marketing success[02:00] Super Bowl viewership is 10x larger and more diverse than regular NFL games[06:00] When Super Bowl advertising makes strategic sense for brands[11:00] Creative effectiveness principles for big game ads[14:00] Why brand visibility matters more than ever[17:00] The importance of cultural relevance in Super Bowl spots[21:00] Analysis of successful Super Bowl campaigns through the years  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 WARC Article: https://www.warc.com/content/feed/ritson-marketing-doesnt-start-with-creativity-but-with-diagnosis/en-GB/9602 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how traditional advertising, display ads, and paid search impact brand value during mergers and acquisitions. Their discussion reveals surprising insights about which channels create lasting brand equity.Topics covered:   [01:00] "Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets"[03:00] Brand valuations in major acquisitions[06:10] Why paid search falls short for brand building[07:15] Traditional and display advertising's role in brand value[08:30] The relationship between ad spend and acquisition value  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Citation for episode notes: Song, S. X. (2023). Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets. SSRN. https://doi.org/10.2139/ssrn.4675064  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Since 2010, the efficiency of highly creative campaigns has halved according to research by Peter Field. And the cost of dull advertising? U.S. brands would need to spend an additional $189 billion annually to make underperforming ads as effective as top performers.Elena, Angela, and Rob examine what's driving this creative crisis and how marketers can produce more effective campaigns. From the importance of audience research and strategic planning to creating memorable audio mnemonics and characters, learn what sets successful creative apart. Plus, discover why AI could be the solution to streamlining creative development and improving effectiveness.Topics covered: [01:00] The state of creative effectiveness in modern marketing[04:00] How digital marketing changed creative development[08:00] The role of attention in advertising effectiveness[13:00] Why strategic planning must come before creative[17:00] Key elements of effective TV creative[24:00] Finding powerful insights that connect with audiences[30:00] Recent examples of highly effective creative campaigns  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Another Dull Whitepaper: The Extraordinary Cost of Dull: https://system1group.com/the-extraordinary-cost-of-dullSelling Creativity Short: Creativity and Effectiveness Under Threat: https://ipa.co.uk/knowledge/publications-reports/selling-creativity-short-creativity-and-effectiveness-under-threat Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how cultural imprinting helps brands grow quickly by shifting societal perceptions rather than individual opinions. They reveal why mass media channels remain crucial for building common knowledge about brands.Topics covered:   [01:00] "Branding Cheat Codes for Explosive Growth"[02:45] How cultural signals influence purchase decisions[04:10] Understanding the third-person effect[05:30] Why mass media outperforms digital for cultural imprinting[07:15] The challenge of crafting culturally resonant messages  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Williams, R. (n.d.). Branding cheat codes for explosive growth. Wizard of Ads. Retrieved from https://wizardofads.org/branding-cheat-codes-for-explosive-growth/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

41% of agencies bill by the hour, but only 24% of marketers prefer this model. As AI reshapes marketing, traditional agency structures are cracking. So what comes next?This week, Elena and Rob tackle the evolving agency landscape. They explore why the term "agency" might disappear within three years, how AI is pushing the industry toward platform-based solutions, and what marketers should look for in strategic partners. Whether you're considering bringing services in-house or evaluating new agency relationships, discover how to navigate the shifting marketing services landscape.Topics covered: [01:00] Traditional agency models vs modern alternatives[03:30] What marketers really want from agency partnerships[12:00] The real cost of bringing services in-house[18:00] How AI is transforming agency relationships[21:00] Why platforms might replace traditional agencies[24:00] What marketing services could look like by 2026  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2024 WARC Article: https://www.warc.com/content/feed/if-ai-saves-agency-time-does-charging-by-the-hour-still-make-sense/en-gb/100682024 WARC Podcast Episode: https://www.warc.com/content/paywall/article/warc-talks/why-agency-business-models-are-hurting-effectiveness/en-gb/155118 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how advertising affects consumers' sensitivity to price changes, particularly for premium and niche brands. They discover that even competitors' ads can benefit your brand by increasing category attention.Topics covered: [01:00] "Advertising's Long-Term Impact on Brand Price Elasticity Across Brands and Categories"[02:30] How brand equity influences pricing power[03:00] Price elasticity explained[05:00] Which brands benefit most from advertising[06:45] The seasoning effect of category advertising[08:15] How luxury brands approach advertising differently  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Ataman, M. B., Pauwels, K., Srinivasan, S., & Vanhuele, M. (2016). Advertising's Long-Term Impact on Brand Price Elasticity Across Brands and Categories. SSRN. Retrieved from SSRN.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Broadcast TV accounts for 94% of all attention-weighted video advertising. While a YouTube ad garners just 4.5 seconds of attention on average and a Facebook ad only one second, a TV commercial commands a full 15 seconds of active viewer attention.Elena, Angela, and Rob reveal four secrets to TV advertising success that most marketers don't know. They explore why TV remains the most effective marketing channel, discuss how audio drives TV commercial performance, and explain why traditional media buying methods are becoming obsolete. Plus, learn why looking beyond immediate results is crucial for measuring TV's true impact on business growth.Topics covered: [01:00] TV delivers 2.6x more market share growth than campaigns without it[03:00] Why 74% of households watch both linear and streaming TV[06:00] The surprising power of audio in TV commercials[14:00] How AI-driven media buying provides 2-3x more reach[19:00] Why TV's most important results aren't immediate[20:00] The ideal split between performance and brand marketing[22:00] Tips for measuring TV campaign effectiveness  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 TV's Future is Much More Than Connected Report: https://www.marketingarchitects.com/blog/tvs-future-is-much-more-than-connected Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore a large-scale eBay experiment that challenges common assumptions about paid search advertising effectiveness. They discover that brand-keyword ads often reach customers who would have found the site anyway, and even non-branded keywords generate negative ROI.Topics covered:[01:00] "Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment"[02:35] Why marketers avoid clicking paid search ads[03:45] eBay's massive experiment design[06:00] The surprising impact on frequent buyers[07:10] Shocking ROI results[08:30] What this means for established brands  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Blake, T., Nosko, C., & Tadelis, S. (2014). Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment. Econometrica.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Last year, marketers were hopeful that the U.S. would embrace marketing effectiveness. Instead, economic uncertainty drove a focus on short-term gains. What does 2025 have in store? And which 2024 predictions actually came true?In this episode, Elena, Angela, and Rob review their 2024 marketing predictions before sharing the shifts they believe will shape marketing in 2025. From the growing importance of zero-click content to a complete reimagining of targeting strategy, hear how major changes in technology and consumer behavior will force marketers to adapt. Plus, learn why 2025 might be a particularly turbulent year for agencies. (But in a good way).Topics covered: [01:00] Grading 2024's marketing effectiveness predictions[04:00] How TV and offline channels performed in 2024[07:00] The current state of AI in marketing[12:00] Why zero-click content will dominate 2025[16:00] Agencies face an identity crisis[19:00] The case for rethinking targeting strategy[24:00] Personal predictions for 2025 To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Kantar's Marketing Trends 2025: https://www.kantar.com/campaigns/marketing-trends2024 Predictions: Cheers to 2024 Marketing Trends: https://www.marketingarchitects.com/Podcast/TheMarketingArchitects/Episode38  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how attention metrics correlate with profitability across different media channels, diving into new research that reveals surprising insights about the relationship between consumer attention and campaign success.Topics covered:   [01:00] "Maximizing Profit Through Attention"[02:00] TV's dominance in attention metrics[05:15] Cinema vs. TV vs. digital attention rates[07:00] Cost per 1000 attentive seconds[08:30] Moving beyond reach and frequency[09:45] The balance of attention and persuasion  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Rooney, R., & Basset, D. (2024). Maximising profit through attention. Ebiquity & Lumen.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Marketing effectiveness topped the charts this year. The most popular marketing articles and podcasts of 2024 centered on marketing fundamentals, effectiveness studies, and evidence-based strategies.Elena, Angela, and Rob analyze which brands demonstrated marketing effectiveness principles in 2024 and saw results. From Uber Eats' consistent TV strategy to Elf Beauty's physical availability dominance, learn what separated winning brands from the rest. Plus, discover why one luxury automotive brand's dramatic repositioning might be the year's biggest marketing misstep. Yep, we're talking about Jaguar.Topics covered: [02:00] US progress in marketing effectiveness[06:00] How Uber Eats gained market share through TV[10:00] Elf Beauty's path to billion-dollar success[14:00] Liquid Death's earned media strategy[18:00] Why physical availability still matters[29:00] The risks of abandoning brand heritage[36:00] Most memorable ads of 2024  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Bud Light learned the hard way that brand assets matter. Their competitor Modelo grew from $4.8B to $6.1B in revenue while Bud Light fell to $3.6B, proving how quickly the market can shift when brands make controversial moves. And that's just one example from a year filled with marketing lessons.This week, Elena joins Conor Byrne, host of That's What I Call Marketing, and Marc Binkley and Vassilis Douros from The Sleeping Barber as they break down this year's biggest marketing successes and stumbles. They analyze what made some campaigns soar while others failed, explore how AI is revolutionizing creative testing, and debate whether broad targeting really delivers better results than precision campaigns.Topics covered:  [03:00] Budweiser's Clydesdales comeback and what it means for brand assets [10:00] How ELF Beauty's employee ownership model drives marketing success [13:00] The targeting debate: when broad reach fails [21:00] Why some brand purpose campaigns backfire [37:00] The rise of AI in creative production [42:00] Are Byron Sharp's theories wrong?  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  The Sleeping Barber Podcast: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 That's What I Call Marketing Podcast: https://podcasts.apple.com/ca/podcast/thats-what-i-call-marketing/id1615415427 Marc Binkley's LinkedIn: https://www.linkedin.com/in/marcbinkley/Vassilis Douros' LinkedIn: https://www.linkedin.com/in/vassilisdouros/Conor Byrne's LinkedIn: https://www.linkedin.com/in/conorbyrne/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore research showing how consumer behavior has evolved, examining whether value-driven choices truly impact purchasing decisions.Topics covered: [01:00] "Evolution and Trends in Consumer Behavior"[02:35] Eight major themes in consumer research[03:15] The rise of consumer neuroscience[04:00] How sustainable consumption drives research[05:30] Values versus price sensitivity[07:15] Reality of consumer purchasing decisions  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232. https://doi.org/10.1002/cb.2118  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

AI won't replace humans. But it will dramatically change how we work. And brands that don't commit to AI will eventually find themselves struggling to keep up with savvy competitors, according to tech expert Shelly Palmer. So what's really at stake here?In this episode, Elena, Angela, and Rob are joined by Shelly Palmer, CEO of The Palmer Group and professor at Syracuse University's SI Newhouse School, to discuss AI's impact on marketing. Shelly offers an unflinching look at why marketers are hesitant to adopt AI, how the technology will transform creative work, and what the ongoing battle over AI and copyright means for the industry's future. Topics covered: [02:30] How technology and music launched Shelly's career[12:00] Why AI is transforming business productivity[17:00] The difference between human creativity and AI execution[21:00] Sam Altman's prediction about agencies[27:00] The ongoing battle over AI and copyright[32:00] Creative ways to experiment with AI tools  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2024 AdAge Article: https://adage.com/article/special-report-ana-annual-meeting/ana-2024-cmos-agencies-consultants-clash-over-ai/2588996“Think About This” Newsletter: https://shellypalmer.com/subscribe/Shelly Palmer's LinkedIn: https://www.linkedin.com/in/shellypalmer/The Palmer Group: https://shellypalmer.com/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how gender stereotypes in advertising affect viewers of both genders, discovering that these portrayals can create negative cross-gender effects that impact brand perception.Topics covered:   [01:00] "Gender Stereotypes in Advertising Have Negative Cross Gender Effects"[02:00] Male reactions to gender stereotypes in ads[04:35] How stereotypes affect the opposite gender[06:10] The influence of presumed influence[07:25] Role-based vs. physical stereotypes[09:15] Sex appeal vs. stereotypes in advertising  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

In healthcare marketing, product and marketing are inseparable. But in many industries, marketers have become disconnected from the products they promote. What does this mean for marketing effectiveness?Exact Sciences CMO Jaime LaMontagne joins Elena and Angela to explore how staying connected to product drives better marketing outcomes. Drawing from her extensive healthcare marketing experience, Jaime shares advice on balancing multiple stakeholders, strict regulations, and evolving patient expectations.Topics covered: [01:00] Why healthcare marketers must understand their products deeply[06:00] Using claims matrices to communicate with different stakeholders[14:00] Balancing creative marketing with healthcare regulations[18:00] How patient empowerment is changing healthcare marketing[23:00] The importance of both brand building and demand capture[30:00] Why marketers should "call their baby ugly"  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 MarketingWeek Article: https://www.marketingweek.com/ritson-liquid-death-product/Jaime LaMontagne's LinkedIn: https://www.linkedin.com/in/jaime-lamontagne-marketing100/Exact Sciences: https://www.exactsciences.com/ Get more research-backed marketing strategies by ubscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how sunlight influences consumer spending habits, revealing that brighter days lead to bigger sales across all product categories.Topics covered:   [01:05] "The Effect of Weather on Consumer Spending"[02:45] How mood impacts purchasing decisions[04:10] Six years of retail data analysis[05:30] Artificial sunlight experiments[08:20] Weather-based marketing opportunities  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Murray, Kyle B., Fabrizio Di Muro, Adam Finn, and Peter Popkowski Leszczyc. "The Effect of Weather on Consumer Spending." Journal of Retailing and Consumer Services, vol. 17, no. 6, July 2010, pp. 512-520. Elsevier, doi:10.1016/j.jretconser.2010.08.006. Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

36% of US brands and agencies cite frequency management as a top concern this year. And 81% of consumers unsubscribe when brands send too many messages. So when should you worry about showing your ads too many times?Elena, Angela, and Rob explore what truly causes ad fatigue, why it's different from creative wear-out, and how to prevent both. Plus, hear surprising research on why positive ads wear out faster than negative ones and why video ads tend to cause less fatigue than static ads. Topics covered: [01:00] Key stats on marketing fatigue across channels[03:00] The role of negative vs positive emotions in ad wear-out[06:00] What makes CTV a major offender for overly high frequency[09:00] The difference between creative wear-out and ad fatigue[14:00] Why the "first frequency" drives the most response[19:00] Favorite and most annoying ad jingles of all time  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 eMarketer Article: https://www.emarketer.com/content/5-key-stats-marketing-fatigue-ctv-email Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment.In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX. Topics covered:  [01:00] Why millennials job-hop—and what keeps talent long-term [05:00] Creating shared goals between marketing and sales [10:00] Using a flywheel approach to define team roles[15:00] Building B2B brands within a consumer company[20:00] Why modern B2B buyers want self-guided research [24:00] The marketing experiment that led to angry faxes To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/ Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore why customer participation in product assembly or creation can significantly boost perceived value and brand attachment, even when the result isn't perfect.Topics covered:   [01:00] "The IKEA Effect: When Labor Leads to Love"[02:00] How DIY assembly affects willingness to pay[03:15] The universal appeal across DIY skill levels[04:00] When the IKEA effect backfires[06:45] Applications beyond physical products[07:30] AI collaboration and user engagement  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Working Paper, No. 11-091, 2011.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation.This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica chose emotion over humor in their creative strategy, how they've doubled website visitors year-over-year, and what their Boston Celtics partnership means for growth.Topics covered: [01:00] Should brand and performance remain separate?[08:00] Transitioning from referral-only to mass marketing[14:00] How TV improves paid search efficiency[20:00] The strategy behind the Celtics partnership[24:00] Moving beyond cost-per-policy metrics[31:00] Why long-form advertising still matters To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resource:  2024 MarketingWeek Article: https://www.marketingweek.com/performance-branding-no-such-thing/Connect with Tory: https://www.linkedin.com/in/tory-pachis-7106064/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.