The Marketing Architects

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve “gold” status in recognizability according to a study by Ipsos and JKR. So where are things going wrong?This week, Elena, Angela, and Rob talk about what makes assets truly distinctive, the most effective formats for memorability, and whether consistency or creativity plays a larger role in an asset’s success. Plus, quiz yourself along with the hosts as they run through some of the most well-known brand assets used today. Topics covered: [01:00] MarketingWeek’s review of brand assets study[04:00] The highest-scoring format for distinctive assets[05:30] Why patience matters for distinctiveness[09:00] Assets need to be memorable, ownable, and have long-term potential[10:00] How distinctive assets have been elevated on TV[14:00] Using AI to evaluate brand assets[18:00] Distinctive assets quizTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 MarketingWeek Article: https://www.marketingweek.com/15-brand-assets-truly-distinctive-finds-research/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

This week, we’re resharing one of our top episodes from the archive. Enjoy, and we’ll be back with new content next week!Brand is far more measurable today than it was even five years ago. So why are we still questioning brand’s value? Maybe because it’s tough to know exactly how to grow brand. Or how to defend its importance to the business. In this episode, Elena, Angela and Rob tackle brand misconceptions from a performance marketer’s perspective, from what it means to build brand awareness to driving tangible business results related to brand growth. Topics covered: [02:00] Brand awareness vs performance marketing[05:30] How can marketers defend brand’s ability to drive business results?[7:00] Defining brand awareness and measuring brand growth[12:00] How to grow your brand[16:00] What physical availability looks like for online businesses[18:30] What business stage is right for focusing on brand-building?To learn more, visit marketingarchitects.com/podcast. Resources: 2020 The Marketing Student Article: https://www.themarketingstudent.com/how-brands-grow/2013 WARC Article: https://www.warc.com/newsandopinion/opinion/the-long-and-short-of-it-measuring-campaign-effectiveness-over-time/en-gb/17272023 BuiltIn Article: https://builtin.com/marketing/mere-exposure-effect2012 Scientific American Article: https://www.scientificamerican.com/article/kahneman-excerpt-thinking-fast-and-slow/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Catherine Walstad, VP Media, joins Elena, Angela, and Rob to discuss the potential and pitfalls of Connected TV in 2024. They cover topics such as CTV ad spend, the future of TV advertising, targeting challenges, CTV measurement, testing creative in CTV, and driving CTV results for performance marketers.

Advertisers are tracking their investments more carefully and attention metrics in advertising are gaining relevance. The hosts discuss the benefits and challenges of attention metrics, including how they go beyond visibility and impressions. They explore eye tracking technology, its impact on marketing, and its use in analyzing TV commercials. The connection between attention and persuasion is emphasized, highlighting the importance of attention metrics in marketing.

The podcast episode discusses the challenges of measuring marketing effectiveness, including the limitations of last touch attribution and the importance of using multiple models. They explore measuring upper funnel marketing channels, particularly TV advertising, and the ongoing measurement challenges faced. Additionally, they highlight the significance of analyzing the impact of top-of-funnel marketing channels and understanding in-market consumers for future demand creation.

It’s a podcast takeover! In a special bonus episode, we’re sharing Elena’s conversation with Marc Binkley and Vassilis Douros of “The Sleeping Barber” and Conor Byrne of “That’s What I Call Marketing.” Together, they review their favorite marketing trends and campaigns of the year, plus what they’re looking forward to for marketers in 2024. The conversation explores Apple’s distinctive brand assets, how Spotify and Strava make the most of customer data, the potential impact of AI, what brand purpose looks like next year, and much, much more. Topics covered: [00:30] Introducing the podcasters for today’s episode[02:00] Top marketing campaigns from the last year[15:00] The resurgence of media mix modeling[18:30] How marketers should be testing AI in 2024[22:30] The growth of creativity in B2B marketing[27:00] Why brand purpose is on the decline[31:30] The death of hyper-personalization[38:00] Influencer marketing’s top challenges[43:00] Favorite marketing thought leaders To learn more, visit marketingarchitects.com/podcast. Resources: The Sleeping Barber: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324That’s What I Call Marketing: https://podcasts.apple.com/us/podcast/thats-what-i-call-marketing/id1615415427?mt=2Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Forrester predicts “experience with generative AI” will be written into 20% of new CMO job descriptions next year. They also say brand purpose is out of style and highly practical, results-driven campaigns will soon be in vogue. In this wrap-up episode for the year, Elena, Angela, and Rob are sharing their own predictions for the biggest marketing trends in 2024. From a focus on effectiveness to the growth of traditional marketing channels to AI completely reimagining the ad industry, there’s a lot headed marketers’ way next year. The good news? Constant change is pretty normal in the industry. So if anyone’s prepared for 2024, it’s marketers. Topics covered: [01:30] Forrester’s 2024 marketing predictions[05:30] Why brand purpose is less popular[07:00] Marketing effectiveness in the US[16:00] What the move from AI to AGI means[20:00] Why marketers may reevaluate traditional channels[21:30] Predictions for 2024 To learn more, visit marketingarchitects.com/podcast. Resources: 2023 Forrester Report: https://www.forrester.com/blogs/predictions-2024-cmos-b2c-marketing/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

QR codes achieved mainstream status in 2020. But they're more than just a pandemic fad. In 2022, 83 million US smartphone users scanned the codes. And 3 in 4 consumers say they plan to scan the codes in the future. This week, Elena, Angela, and Rob are joined by Associate Director of Product Optimization Tilly DeNardo to talk about the future of QR codes in TV advertising. The team dives into Marketing Architects’ research on how consumers perceive the codes in advertising and how to create ads that make the most of their potential, from matching post-scan expectations to creative best practices. Topics covered: [01:30] The growth of shoppable TV ads [08:00] The history of QR codes [11:00] Why TV advertisers are excited about QR [14:30] How QR codes compare to other calls-to-action [17:30] How much do consumers trust QR codes? [21:30] Creative best practices for using QR codes To learn more, visit marketingarchitects.com/podcast. Resources: 2023 Adweek Article: https://www.adweek.com/convergent-tv/shoppable-ads-smart-tv-samsung-ads-kerv/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Exploring the rise of in-house agencies and the impact of AI on ad agencies. Discussing the advantages and disadvantages of working with external agencies. Exploring the future of ad agencies in the age of AI and the importance of blending storytelling with data.

Only 22% of CMOs feel they have a collaborative relationship with their CFO. And only 39% of financial directors have confidence their marketing team will make smart commercial decisions. The numbers, well, aren’t great. To uncover the reason for this disconnect, Elena, Angela, and Rob are joined by CFO Brent Longval. Together, they explore why marketing and finance can end up at opposite ends of the table and how learning to speak the same language can close the gap. There’s work to do on both sides, but it’s worth it... 87% of marketers who do have a collaborative relationship with finance are happy with their ability to measure marketing performance. Topics covered: [01:30] The state of the CMO/CFO relationship[05:00] Why finance often sees marketing as another expense[10:30] Does your CFO have a finance or accounting background?[12:00] Why finance and marketing can easily clash[16:30] Building a collaborative partnership with finance[21:00] Learning finance’s language[24:30] Investing in relationship-building and trustTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 MarketingWeek Article: https://www.marketingweek.com/cmo-council-cfo-relationship/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.