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PODCAST

The Marketing Architects

Marketing Architects

Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

business marketing

All Episodes

27:39

Are Brand Extensions Worth the Risk?

The Marketing Architects ·

2024/08/27

Brand extensions gain an average of 8.3% more market share and have 8.7% lower advertising costs compared to new brands entering a category. But they also come with risks. This week, Elena, Angela, and Rob explore the world of brand extensions. They discuss research on what makes extensions succeed or fail, share examples of extensions gone right (and very wrong), and debate whether Dyson's new headphones are genius or folly. Plus, learn why Lego might be the greatest brand extension success story

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11:31

Nerd Alert: How Effective are Influencers?

The Marketing Architects ·

2024/08/22

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 influencer marketing’s success hinges on aligning the right influencer with the right product for the right audience.Topics covered: [01:05] “Understanding Influencer Marketing: The Role of Congruence Between Influencers, Products and

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24:52

Is "Brand Purpose" Overrated?

The Marketing Architects ·

2024/08/20

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

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11:28

Nerd Alert: The Dynamic Attention Theory

The Marketing Architects ·

2024/08/15

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

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26:50

Proof That Your Brand Matters

The Marketing Architects ·

2024/08/13

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

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9:49

Nerd Alert: Do Sports Sponsorships Work?

The Marketing Architects ·

2024/08/08

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

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25:02

The Myths of Media Quality

The Marketing Architects ·

2024/08/06

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

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9:48

Nerd Alert: How to Reach the ‘Right’ Customers

The Marketing Architects ·

2024/08/01

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

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22:58

Sports Marketing and the Summer Olympics

The Marketing Architects ·

2024/07/30

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

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11:27

Nerd Alert: Cognitive Biases in Marketing

The Marketing Architects ·

2024/07/25

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

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28:29

The Most Powerful Marketing Combinations

The Marketing Architects ·

2024/07/23

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

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10:25

Nerd Alert: The Validity of LLMs for Market

The Marketing Architects ·

2024/07/18

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 dive into the new world of Large Language Models (LLMs), revealing how AI models are shaking up market research with impressive accuracy. They also stress the need to blend this cutting-edge tech with traditional methods for better insights and

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25:37

How AI is Causing a Consumer Research Upset

The Marketing Architects ·

2024/07/16

Artificial intelligence is taking over the world of market research with its ability to accurately predict human responses. But how can you best use AI to help make informed decisions about your business?This episode, Elena, Angela, and Rob dive into the world of AI-driven market research, exploring the latest advancements in and practical applications of large language models (LLMs) for better understanding your audience.Topics covered: [0:47] Exploring AI and market research with LLMs[1:03]

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9:06

Nerd Alert: The Power of Positive Feedback

The Marketing Architects ·

2024/07/11

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 research showing that starting customer surveys with open-ended positive questions can boost spending and loyalty by reinforcing positive memories and attitudes, making it a simple yet powerful strategy for increasing sales.Topics

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25:03

Should Competitors Influence Your Marketing?

The Marketing Architects ·

2024/07/09

How much should your competition influence your marketing strategy? When should you focus on them? And when does it make more sense to ignore them? In this episode, Elena, Angela, and Rob discuss competition in marketing. Together, they review strategies for brands navigating competitive pressure and share real-world examples of how some companies have positioned themselves against their rivals. Plus, learn why standing out is sometimes easiest when you don’t obsess over your rivals for consumer

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30:25

How to be a Creative Marketer with Vivienne Wan

The Marketing Architects ·

2024/07/02

Every marketer dreams of crafting unforgettable, creative campaigns. But what does creativity really look like? How can you consistently achieve it? And why do so many campaigns fall short of the mark?This week, we’re tackling these questions head-on. Elena, Angela, and Rob are joined by VP of Creative Vivienne Wan to uncover the secrets of creativity in advertising and how you can harness this power to create effective campaigns.Topics covered: [0:53] Importance of creativity in marketing[5:46]

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8:38

Nerd Alert: Do Loyalty Programs Work?

The Marketing Architects ·

2024/06/27

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 loyalty programs boost spending, especially among light and moderate buyers, when tailored rewards are offered. They learn that customizing incentives based on purchasing habits can enhance a program’s effectiveness.Topics

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39:36

The Battle for Effectiveness with Mark Ritson

The Marketing Architects ·

2024/06/25

Why has America fallen behind the world in marketing effectiveness knowledge? And what can we do to catch up?This episode, Elena, Angela, and Rob are joined by professor, consultant, and columnist Dr. Mark Ritson. Based on his experience as both a marketing academic and practitioner, Mark shares his thoughts on the state of marketing effectiveness in the US, what we can learn from the history of marketing, and the importance of balancing research with active testing to discover marketing strategies

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10:27

Nerd Alert: Can Psychological Targeting Improve...

The Marketing Architects ·

2024/06/20

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 explore how psychological targeting enhances digital marketing performance. Together, they explain how matching ads to audience traits can offer a more personalized—and effective—approach.Topics covered: [00:45] “Psychological Targeting as an

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26:50

Marketing Research that’ll Blow Your Mind

The Marketing Architects ·

2024/06/18

Did you know AI influencers drive more engagement than real humans do? Or that consumers buy less, not more, from your brand the longer they’re a customer? Or why you always buy the large popcorn at the movie theater, even though you’d be happy with a smaller size?This episode, Elena, Angela, and Rob are sharing some of their favorite (and most surprising) research on marketing principles and consumer behavior. Plus, they dig into how marketers should apply these learnings to their own strategies

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