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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
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.
50:20
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Quick takeaways
- Felipe Tomaz emphasizes the importance of distinguishing between differentiation and distinctiveness in brand strategy for more effective marketing.
- The interplay of media channels significantly influences marketing effectiveness, highlighting the need for tailored strategies rather than a one-size-fits-all approach.
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Academic and Professional Duality
Felipe Tomaz balances a career in academia and private sector involvement. He holds several degrees, including a PhD in marketing, and serves as an associate professor at the University of Oxford. His role is compounded by ownership stakes in companies derived from university research, emphasizing a dual commitment to both academic discovery and practical application. This unique intersection enriches his work, tying theoretical insights with real-world business practices.
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