The Marketing Architects

Patagonia. Dove. Ben & Jerry’s. These are just some of the brands that have leaned into purpose-led messaging over the last decade. But could brand purpose be just another marketing trend that misses the mark? In this episode, Elena, Angela, and Rob discuss the rise of brand purpose and its effectiveness as a marketing strategy. They explore the history of corporate social responsibility, debate whether purpose-driven campaigns really drive results, and share examples of brands that get it right (and wrong). Plus, test your knowledge of famous brand purpose statements in a fun guessing game. Topics covered: [01:00] Nick Asbury's critique of brand purpose [04:00] How Dove’s famous campaign misinterpreted data[07:46] The history of corporate social responsibility and brand purpose [10:00] Why brand purpose should align with business goals [14:00] Measuring the success of purpose-driven campaigns [17:30] Do consumers care about brand purpose? [19:30] The role of purpose in employee engagement To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2024 MarketingWeek Article: https://www.marketingweek.com/good-intentions-lead-to-bad-marketing-why-purpose-is-missing-the-mark/ 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 discuss how dynamic content in video ads captures and holds attention, emphasizing that movement and change are crucial for making ads more engaging and memorable.Topics covered:   [00:45] “Influence of Dynamic Content on Visual Attention During Video Advertisements”[01:45] Elements that capture attention[03:55] Traditional methods vs Dynamic Attention Theory[05:10] Is attention influenced by our environment?[06:45] The benefits of eye tracking studies[11:25] What type of fireworks grab your attention? To learn more, visit marketingarchitects.com/podcast  Resources: Wooley, B., Bellman, S., Hartnett, N., Rask, A., & Varan, D. (2022). Influence of dynamic content on visual attention during video advertisements. *European Journal of Marketing*. https://doi.org/10.1108/EJM-07-2022-0309-0566  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Up to 50% of business value comes from brand. Plus, strong brands tend to outperform the stock market, justify higher prices, and drive customer loyalty. So why is brand building often seen as nothing more than an extra cost? In this episode, Elena, Angela, and Rob dig into the real value of brand. They explore how to measure brand's impact, creative best practices for building brand, and which channels are most effective for brand building. Plus, hosts test their knowledge with a quick quiz on the world's most valuable brands. Topics covered: [01:00] Kantar research on brand's impact on business value [02:00] Brand Finance's Global 500 report highlights  [08:30] Brief history of branding from ancient Egypt to today [12:00] How brand improves pricing power and reduces marketing costs [15:45] Brand's impact on perceived product quality [18:00] Creative best practices for building differentiated brands [19:25] Why TV and audio are so powerful for brand building [22:10] Methods for measuring brand value and impact  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Kantar Brand Valuation Article: https://www.kantar.com/inspiration/brands/brand-valuation-from-marketing-metric-to-boardroom-essential  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 discuss how sponsoring sports events can boost brand perception and sales. They explore the importance of engaging participants in experiential marketing.Topics covered:   [00:40] “An Empirical Exploration of Sports Sponsorship”[01:40] Sponsoring at sports games[02:35] The value of sponsoring smaller sports events[03:40] The three areas of a runner’s perception[05:05] Examples of good experimental marketing[07:35] Make them excited about the experience! To learn more, visit marketingarchitects.com/podcast  Resources: Frontiers. (2021). An empirical exploration of sports sponsorship: Activation of experiential marketing, sponsorship satisfaction, brand equity, and purchase intention. *Frontiers in Psychology*. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.677137/full Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Brands spend billions every year to run TV ads during the most popular programs. But are these expensive timeslots worth it? This week, Elena, Angela, Rob, and special guest VP Media Ron Blevins explore common misconceptions about media quality. Learn why low-cost inventory doesn't always mean low quality, how to evaluate media beyond traditional metrics, and where brands can find opportunities to gain a competitive advantage. Topics covered:   [01:00] Defining media quality[05:00] Ron's background and perspective shift at Marketing Architects[09:04] Misconceptions about opportunistic media buying[12:33] Where brands go wrong when evaluating media quality[15:15] Metrics for evaluating true media quality and performance[18:00] The future of measuring media quality[21:30] What else is undervalued?  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 WARC Article: https://www.warc.com/newsandopinion/opinion/how-a-better-understanding-of-media-quality-can-help-unstick-culture/en-gb/6585 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 discuss why first-party data is more reliable and cost-effective than third-party data. They learn that investing in first-party data is essential for accuracy and avoids high costs associated with third party data. Topics covered:   [00:50] “Is First or Third-Party Audience Data More Effective for Reaching the ‘Right’ Customers?”[01:40] How much can Google ads predict your interests?[04:25] Comparing performance data with deterministic and probabilistic segments[06:35] The resistance of using contextual targeting[08:25] Finding the right dancing partner To learn more, visit marketingarchitects.com/podcast  Resources: Neumann, Nico and Tucker, Catherine E. and Subramanyam, Kumar and Marshall, John, Is First- or Third-Party Audience Data More Effective For Reaching The `Right' Customers? The Case of IT Decision-Makers (May 19, 2023). Forthcoming - Quantitative Marketing and Economics, Available at SSRN: https://ssrn.com/abstract=4083057 or http://dx.doi.org/10.2139/ssrn.4083057  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

NBC Universal paid nearly $8 billion for Olympic broadcast rights through 2032. But is sports marketing really worth the cost?This week, Elena, Angela, and Rob dive into the world of sports marketing as the Summer Olympics kick off. They explore the surprising scale of sports advertising, the evolution of athlete endorsements, and whether Olympic sponsorships are worth the premium price tag. Plus, hear why many brands could get more for their dollars by looking beyond major sporting events.Topics covered:   [01:00] Looking to the 2024 Paris Olympics[02:14] Scale of global sports marketing spend[06:00] History of athlete endorsements[09:00] Notable brand deals for the 2024 Olympics[12:00] Pros and cons of micro-influencer athletes[13:00] Contrarian view on sports marketing ROI[18:30] Alternatives to major sports sponsorships  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 Ad Age Article: https://adage.com/article/marketing-news-strategy/2024-summer-olympics-advertisers-sponsors-and-media-plans-paris-games/2566426 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 discuss how marketers can leverage framing and decoy effects to sway consumer choices and boost confidence in their decisions.Topics covered:   [00:40] “Changing Decisions: The Interaction Between Framing and Decoy Effects”[01:30] Background on cognitive biases[02:25] Framing vs. decoy effect[03:10] Congruent vs. incongruent decoys[05:55] How do positive and negative scenarios affect decisions? To learn more, visit marketingarchitects.com/podcast  Resources: Di Crosta, Adolfo, Anna Marin, Rocco Palumbo, Irene Ceccato, Pasquale La Malva, Matteo Gatti, Giulia Prete, Riccardo Palumbo, Nicola Mammarella, and Alberto Di Domenico. 2023. "Changing Decisions: The Interaction between Framing and Decoy Effects" Behavioral Sciences 13, no. 9: 755. https://doi.org/10.3390/bs13090755  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Removing TV from a marketing campaign can reduce its impact by 39%. That’s a massive drop—and evidence of the impact including TV in your marketing mix has.This week, Elena, Angela, and Rob discuss the most effective marketing channel combinations. They explore how TV boosts other channels' performance, the creative challenges inherent to multi-channel campaigns, and the complexities of buying and measuring across channels. Plus, hear their takes on which two channels they'd choose for a D2C brand campaign (if TV wasn't an option).Topics covered:   [01:00] Kantar study on TV's impact on campaigns[03:30] ThinkBox research on channel combinations[07:00] Creative challenges of multi-channel campaigns[11:00] Media buying across channels[13:00] Measuring multi-channel marketing strategies[20:00] AI's role in cross-channel marketing[24:00] Top channels for D2C brands  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2023 Kantar Report: https://www.bandt.com.au/kantar-study-finds-removing-tv-could-reduce-a-campaigns-impact-by-39/2022 Thinkbox TV Article: https://www.thinkbox.tv/research/thinkbox-research/demand-generation#key-findings Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Diving into the world of Large Language Models (LLMs) for market research, the podcast discusses the impressive accuracy of AI models, the visualization of brand similarities, and the importance of blending LLMs with human insight. Topics include battling skepticism, the pushback for adopting LLMs, and the need to combine cutting-edge tech with traditional methods for better insights and data.