Sweathead, A Strategy Podcast

All Reach Is Not Created Equal (Plus Distinctiveness Vs Differentiation) - Felipe Tomaz from Oxford, Tom Roach from Jellyfish

Nov 18, 2024
Guest
Felipe Tomaz
Guest
Tom Roach
Felipe Tomaz, an Associate Professor of Marketing at the University of Oxford, discusses his extensive research analyzing 1,000 campaigns to prove that not all reach in advertising is equal. He emphasizes the crucial differences between brand distinction and differentiation. Tom Roach from Jellyfish UK joins in to explore the evolving landscape of marketing strategies and the pitfalls of traditional reach metrics. They highlight the importance of audience engagement and the need for a cohesive media strategy to drive campaign effectiveness.
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Episode notes
1
Intro
00:00 • 2min
2
Navigating the Tension Between Academia and Commercial Interests
01:45 • 4min
3
Understanding Brand Distinction and Differentiation
05:44 • 18min
4
Rethinking Marketing Strategies
23:50 • 4min
5
Navigating Audience Targeting in Advertising
28:15 • 18min
6
Navigating Distinctiveness and Differentiation in Marketing
46:35 • 4min