Sweathead, A Strategy Podcast All Reach Is Not Created Equal (Plus Distinctiveness Vs Differentiation) - Felipe Tomaz from Oxford, Tom Roach from Jellyfish
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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.
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Brazil Funk Inspires Academic Rhythm
- Felipe Tomaz humorously credits Brazil funk's internal beat for his analytic work rhythm.
- He connects cultural roots to academic creativity, showing personal influence on research approach.
Balancing Science and Commercial Impact
- Oxford values research that is both scientifically novel and commercially relevant.
- Pure science or pure consultancy without impact on practice is discouraged.
Distinctiveness Vs Differentiation Defined
- Distinctiveness relates to unique brand elements like logos and colors.
- Differentiation is psychological distance creating distinct meanings between brands.