The Marketing Architects

Explore why only 40% of Fortune 500 marketing leaders hold the CMO title, and delve into recent research revealing a rise in CMO tenure. The conversation highlights the evolving challenges CMOs face today, from balancing short-term results with long-term brand strategies to the unique hurdles for first-time CMOs. Discover how creativity and bold marketing campaigns are vital for brand fame amidst fierce competition. Plus, gain insights into how personal passions can shape effective branding in education and sports.

The discussion reveals that third-party audience targeting can fail to deliver better accuracy than random guesses, hitting target audiences less than 25% of the time. They emphasize the stark contrast between first-party and third-party data. Interest-based targeting shows promise over demographic methods. Technical and privacy challenges complicate hyper-targeted advertising, raising questions about its economic viability. Marketers are urged to rethink their strategies and experiment to improve effectiveness.

Mary Kyriakidi, a global thought leader at Kantar, dives deep into the metrics that truly matter for brand growth. She reveals that meaningful difference can drive growth more effectively than mere distinctiveness. Mary warns against the promotion trap that undermines pricing power, urging brands to prioritize meaningfulness. She shares insights from Kantar's Diary of a CMO report, emphasizing the need for CMOs to align marketing with business metrics to gain boardroom credibility. Discover how to treat brand equity as a vital financial asset!

Unpacking the implications of brand simplicity, the hosts reveal how it can lead to heightened consumer expectations. When brands promise simplicity but fall short, the backlash can be severe, creating disappointment. They illustrate this with YouTube TV's confusing interface, which contradicts its simplicity promise. The conversation also delves into the delicate balance between being simple and being vague, shedding light on why straightforward brands may face harsher scrutiny in tough times.

Dale Harrison, a former experimental physicist, shares his insights as a marketing effectiveness expert. He explains how the NBD-Dirichlet model reveals that consumer behavior is driven more by brand recall than by clever marketing. Dale challenges the myth of brand loyalty, suggesting that it resembles polyamorous purchasing habits. He emphasizes the need for reach over targeting to grow market share and discusses the real implications of marketing statistics. Prepare to rethink your marketing strategies with deep research and a mathematical lens!

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 challenge the assumption that older consumers stick with older brands. Real purchase data from over 88,000 grocery trips shows older shoppers buy a mix of brands based on size and relevance, not age or nostalgia.Topics covered:   [01:00] "Examining Older Consumers' Loyalty towards Older Brands in Grocery Retailing"[02:00] What the data revealed about older shoppers[04:00] Do these findings apply beyond grocery categories?[05:00] Financial services and credit card research[06:00] Cars, durables, and 25 years of cross-category data[08:00] Your brand preferences are like your closet  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Phua, P., Kennedy, R., Trinh, G., Page, B., & Sharp, B. (2020). Examining older consumers’ loyalty towards older brands in grocery retailing. Journal of Retailing and Consumer Services, 54, 101893. https://doi.org/10.1016/j.jretconser.2019.101893:contentReference[oaicite:2]{index=2}   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Most B2B marketers in tech are marketers in name only. They're really just tool operators. That's according to Liam Moroney, founder of Storybook Marketing, who believes the industry has lost sight of fundamental marketing principles.This week, Elena, Angela, and Rob are joined by Liam to discuss the false dichotomies plaguing marketing effectiveness. From brand versus performance to long-term versus short-term thinking, these binaries are actively harming growth. Liam shares his journey from demand gen tool operator to brand advocate and how to make brand measurement more tangible for skeptical executives.Topics covered: [04:00] Crisis of confidence in the demand gen mindset[11:00] How the B2B tech industry avoids the word "brand" entirely[15:00] The problem with demand generation as a concept[19:00] Making brand marketing tangible through operational metrics[23:00] Share of search as an accessible brand measurement tool[29:00] Why B2B advertising looks so generic and how it's changing  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2020 Tom Roach Article: https://thetomroach.com/2020/11/15/the-wrong-and-the-short-of-it/ Liam Moroney’s LinkedIn: https://www.linkedin.com/in/liammoroney/ 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 reveal how sonic logos, those brief musical signatures lasting just five or six seconds, can boost brand perception and ad effectiveness as much as full-length background music. They explore optimal placement strategies that maximize emotional impact.Topics covered:   [01:00] "Small Sounds, Big Impact: Sonic Logos and Their Effect on Consumer Attitudes, Emotions, Brand and Advertising Placement"[02:00] How sonic logos differ from jingles[03:00] Happy versus sad sonic logos in testing[04:00] Placement matters: beginning versus end positioning[05:00] Primacy and recency effects in audio branding[06:00] Why so few brands invest in sonic logos  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Scott, S. P., Sheinin, D., & Labrecque, L. I. (2022). Small sounds, big impact: Sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-06-2021-3507:contentReference[oaicite:0]{index=0}   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Simon Peel, Managing Partner at The Other Lot and former Global Head of Media at Adidas, dives into the complexities of marketing effectiveness. He reveals how Adidas learned that brand activity, not just digital ads, drove 65% of sales. Simon discusses the 'marshmallow effect,' which highlights our struggle with long-term thinking, and the differences in effectiveness adoption between the US and Europe. He also sheds light on the revenue impact of light buyers and warns about AI's potential to worsen media buying practices.

Explore how small rituals can transform product enjoyment into memorable experiences. Discover the quirky Jeep Wrangler 'ducking' ritual that builds community, and learn why structured movements enhance anticipation. The discussion dives into experiments showcasing how pre-snack routines elevate even simple foods like chocolate. Plus, see how brands like Oreos, Starbucks, and Apple master the art of rituals to deepen consumer connection and loyalty through unforgettable experiences.