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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

30:17

How Marketing Earns Respect in the Boardroom with...

The Marketing Architects ·

2025/09/30

Did you know poultry is the third most popular pet in America, behind dogs and cats? It's surprising stats like this that reflect the rural lifestyle trends driving growth at Tractor Supply Company.This week, Elena and Rob talk with Kimberley Gardiner, CMO of Tractor Supply. Learn how she measures marketing impact through business outcomes, builds teams grounded in humility, and why she rejects the brand versus performance marketing debate. Plus, hear the undeniable impact of connecting directly

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9:24

Nerd Alert: Do Most New Products Really Fail?

The Marketing Architects ·

2025/09/25

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 challenge the common myth that 80-95% of new products fail. They reveal that while failure rates are significant, they're about half as bad as widely believed, with context and resources playing crucial roles in determining success.Topics

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42:03

The Problem with "Purpose" with Nick Asbury

The Marketing Architects ·

2025/09/23

A German professor compiled a list of 55 questionable Cannes award entries. And he’s far from the only one. Yet the industry keeps creating marketing to win awards over actual performance.This week, Elena, Angela, and Rob are joined by Nick Asbury, creative writer and author of The Road to Hell: How Purposeful Business Leads to Bad Marketing and a Worse World. Nick challenges brand purpose, arguing it produces formulaic campaigns while the research supporting it is fundamentally flawed. Topics

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9:44

Nerd Alert: When Ads Make Us Cringe

The Marketing Architects ·

2025/09/18

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 explore why cringeworthy ads spread faster than good ones. They reveal how vicarious embarrassment drives word-of-mouth and why brands might benefit from being talked about badly rather than not at all.Topics covered: [01:00] "That's So

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39:15

Building Brands That Buyers Remember with Jenni Romaniuk

The Marketing Architects ·

2025/09/16

Big brands don't narrow cast. They want to be known everywhere their category can be part of your life. And there's a reason for that strategic choice.This week, Elena, Angela, and Rob are joined by research professor Jenni Romaniuk from the Ehrenberg-Bass Institute for Marketing Science. Jenni breaks down why consistent distinctive assets matter more than aesthetics, how mental availability drives brand growth, and why targeting light buyers is critical for long-term success. Plus, learn why

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10:46

Nerd Alert: What Makes an Ad Authentic

The Marketing Architects ·

2025/09/11

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 discover that authenticity in advertising isn't what most marketers think it is. They explore four distinct dimensions of authenticity and reveal why the most "real" ads don't always drive the best results.Topics covered: [01:00] "Does it Pay to

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19:51

What Behavioral Economics Misses About Real-World...

The Marketing Architects ·

2025/09/09

Real buying decisions are habitual. They're often emotional. Nudges assume people carefully weigh options, but in reality, they just grab what's familiar or easy.This week, Elena and Angela explore the gap between behavioral theory and marketing reality. They discuss why popular psychological insights like loss aversion, anchoring, and choice architecture often fall short when applied to actual campaigns. Plus, they share which behavioral principles still work in real-world marketing and why mental

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9:27

Nerd Alert: First Impressions Are Everything in...

The Marketing Architects ·

2025/09/04

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 discover how our brains decide whether we like an ad in just three seconds, revealing that early emotional impact matters more than dramatic endings for advertising success.Topics covered: [01:00] "Neural Signals of Video Advertisement Liking:

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29:14

Branded House vs House of Brands: What the Research...

The Marketing Architects ·

2025/09/02

A 2020 study found that only the right brand architecture strategy maximizes reputation spillover while preventing underinvestment. But most companies make this critical decision based on emotion rather than data. This week, Elena, Rob, and Director of Brand Beth Kuchera explore when to use one brand across everything versus splitting them up. They reveal the five ways brand architecture impacts business success and share why getting this wrong can waste expensive "brain space" that's impossible to

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9:42

Nerd Alert: When Brand Nicknames Help or Harm

The Marketing Architects ·

2025/08/28

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 consumer-created brand nicknames can backfire when brands adopt them officially. They reveal why "nickname branding" hurts performance across key metrics and shifts power dynamics in ways that damage brand perception.Topics

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38:02

The Science of Budget Setting

The Marketing Architects ·

2025/08/26

Marketing budgets are a mess right now, says Mark Ritson. His solution? A simple, three-step system inspired by triple-cooked chips: spend 5-10% of revenue, balance long and short-term investment, and measure each piece properly.This week, Elena, Angela, and Rob tackle one of the trickiest questions in marketing: how do you set a budget that actually drives growth? They explore Ritson's budgeting system, why marketers struggle to secure investment, and the frameworks needed to justify balanced

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12:16

Nerd Alert: How Advertising Builds Brand and Sales...

The Marketing Architects ·

2025/08/21

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 advertising creates both immediate sales and long-term brand value through an integrated approach that connects thinking, feeling, and doing.Topics covered: [01:00] "Discovering How Advertising Grows Sales and Builds Brands"[02:00] Do

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27:04

The Forgotten Half of Growth: Physical Availability...

The Marketing Architects ·

2025/08/19

75% of shoppers say they go to Amazon to find new products, even if they saw the brand elsewhere. Yet many companies still resist being there, missing massive opportunities for growth.This week, Elena, Angela, and Rob dive into physical availability, the often-overlooked "place" in the marketing mix. They explore why D2C brands are rushing back to retail, share real campaign examples where distribution made the difference, and discuss what physical availability means in an AI-first world. Topics

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9:00

Nerd Alert: What Marketers Get Wrong About Their Own...

The Marketing Architects ·

2025/08/14

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 the harsh truth about marketers' ability to judge their own brand elements. They explore why we're terrible at predicting how consumers will respond to our logos, colors, sounds, and taglines.Topics covered: [01:00] "Assessing Branding

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26:52

Where Did All the CMOs Go?

The Marketing Architects ·

2025/08/12

Only 40% of Fortune 500 marketing leaders actually hold the title Chief Marketing Officer. But average CMO tenure is now 4.3 years, up from last year. So is the CMO role really disappearing? New research from Spencer Stuart challenges the "CMO decline" narrative everyone loves to share. This week, Elena and Angela explore why this story gained traction, what effective marketing leadership looks like today, and how first-time CMOs can stay relevant. Plus, they share which brands they'd love to lead

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12:13

Nerd Alert: Why Your Hyper-Targeted Ads Might Be a Waste

The Marketing Architects ·

2025/08/07

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 third-party audience targeting often delivers worse accuracy than random guessing, with demographic targeting hitting the right audience only 24.4% of the time compared to 26.5% accuracy from random targeting.Topics covered: [01:00]

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29:44

The Brand Metrics That Matter with Kantar's Mary...

The Marketing Architects ·

2025/08/05

On average, brand equity accounts for over 30% of a company's value, yet most marketers still chase vanity metrics instead of measuring what drives real business results.This week, Elena, Angela, and Rob are joined by Kantar's Mary Kyriakidi to unpack findings from Kantar's Diary of a CMO Report. Mary explains why meaningful difference beats distinctiveness alone, how brands can build pricing power instead of defaulting to promotions, and what separates successful CMOs in the boardroom. Plus, learn

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7:34

Nerd Alert: When Being Simple Hurts Your Brand

The Marketing Architects ·

2025/07/31

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 perceived brand simplicity creates higher consumer expectations that backfire when failures occur. They explore why simple brands face harsher judgment than complex ones when things go wrong.Topics covered: [01:00] "Keep It Simple:

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46:30

How Brands REALLY Grow with Dale Harrison

The Marketing Architects ·

2025/07/29

Marketing can't force people to buy what they don't need. According to Dale Harrison, 65-90% of market share within a category is determined by brand recall at purchase.This week, Elena and Rob are joined by Dale Harrison, former experimental physicist turned marketing effectiveness expert. Dale breaks down the NBD-Dirichlet model that governs consumer behavior, explains why most growth stories have nothing to do with brilliant marketing, and reveals why reach (not targeting) drives market share

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9:20

Nerd Alert: Don't Age Out Your Audience

The Marketing Architects ·

2025/07/24

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

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210 results

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