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.

2024's Marketing Wins and Fails