The 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.
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The Psychology Marketers are Missing with Phill Agnew
Telling people not to listen drove three times more podcast listeners than telling them why they should. That's behavioral science at work, and most marketers are barely scratching the surface of it.<br /><br />This week, Elena, Angela, and Rob are joined by Phill Agnew, host of "Nudge," the UK's number one marketing podcast. Phill breaks down the hidden psychology that shapes how consumers think and buy, from why visible effort makes your brand more valuable to how scarcity can be applied in ways that go far beyond a "limited time offer." You'll walk away with principles you can apply...
Nerd Alert: Ad Wearout...Wearout
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.<br /><br />In this episode, Elena and Rob explore whether the annoyance caused by overexposed ads actually fades over time and what that means for when and how brands should measure campaign effectiveness. <br /><br />Topics covered:[01:20] "Ad Wearout...Wearout: How Time Can Reverse the Negative Effect of Frequent Advertising Repetition on Brand Preference"[02:40] What happens when people see your ad too many times?[03:30] Halloween spiders and a...
Changing Brand Perception with Kim Storin, CMO of Zoom
Zoom has incredibly high brand awareness. But that's actually part of the problem. <br /><br />This week, Elena, Angela, and Rob sit down with Kim Storin, Chief Marketing and Communications Officer at Zoom, to dig into one of marketing's most counterintuitive challenges: too much awareness for the wrong thing. Kim shares how she diagnosed Zoom's perception problem, rebuilt the brand's health measurement from scratch, and launched a campaign strategy rooted in category thinking, humor, and hard data. <br /><br />Topics covered: <br />[02:30] Mental availability vs. awareness [06:00] Reinventing brand health measurement to track new buying cohorts [08:30] "Brand to demand" and why Kim refuses...
Nerd Alert: When Creative Advertising Actually Works
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.<br /><br />In this episode, Elena and Rob dig into a sweeping meta-analysis on advertising creativity. Together, they go over what it really means, when it moves the needle most, and why chasing memorability may be the wrong goal.<br /><br />Topics covered:<br /><br />• [01:20] "A Meta-Analysis of When and How Advertising Creativity Works"<br />• [02:45] Originality alone isn't enough<br />• [04:55] High involvement vs. low involvement: where creativity doubles in p...
From the Archive: The Effectiveness Principles You Need To Know
This week, we're sharing one of our top episodes from the archive. Enjoy, and we'll be back with new content next week!<br /><br />Only half of marketers believe they understand marketing effectiveness principles according to WARC. Even worse, many US marketers lag their global peers in applying these proven frameworks for growth. Elena, Angela, and Rob break down the most important marketing effectiveness principles every marketer should know. They examine why these principles work, how to apply them to your brand, and what happens when marketers ignore them. Plus, learn why broad reach and brand building still matter, even i...
Nerd Alert: What Is Your AI Agent Buying?
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. <br /><br /><br />In this episode, Elena and Rob explore how AI shopping agents make purchase decisions and what the results mean for brands that aren't optimized to be found, chosen, or endorsed by an AI. <br /><br />Topics covered: <br />[01:45] "What Is Your AI Agent Buying? Evaluation, Biases, Model Dependence, and Emerging Implications for Agentic E-Commerce"[05:30] AI agents pile onto winner products and ignore everyone else[07:00] Which...
Does Targeting Work on Mass Marketing Channels?
Over half of marketers are targeting sub-segments rather than all potential buyers. And 62% aren't even targeting people over 45, a group that accounts for 50% of consumer spending.<br /><br />This week, Elena, Angela, and Rob tackle one of the most debated questions in marketing: how do you actually reach the right people on mass channels like TV? They dig into why narrow targeting can quietly shrink your business, how creative can do more of the targeting work than your media buy, and what it really looks like to transition from performance digital to TV. <br /><br />Topics covered:<br /><br />• [01:00] Les Binet...
Nerd Alert: Why Branding Strategy Matters
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. <br /><br />In this episode, Elena and Rob dig into how branding strategy shapes consumer buying behavior and why the strategy you choose matters less than how consistently you execute it. Topics covered:[01:20] "Impact of Branding Strategy on Consumer Buying Behavior"[02:50] Why branding does the heavy lifting for fast-moving consumer goods[03:15] Four branding strategies: corporate, multi-brand, sub-brand and mono[05:20] When a house of brands beats a branded...
No More Mild Marketing
94% of pricing power comes from how meaningfully different a brand is perceived to be. So why are so many marketers playing it safe?<br /><br />This week, Elena, Angela, and Rob ditch the safe answers and eat progressively spicier hot wings while doing it. Inspired by the format of Hot Ones, each round brings hotter wings and bolder takes on the marketing strategies most people are afraid to question. From the real cost of over-targeting to why your first-party data obsession may be holding you back, these are the opinions your marketing team needs to hear, even if they sting...
Nerd Alert: Life After Brand Death
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. <br /><br />In this episode, Elena and Rob explore what happens when a brand disappears, and which competitors stand to gain the most when a brand gets permanently pulled from the market. <br /><br />Topics covered:[01:45] "Filling the Void: How Competing Brands Can Capitalize on a Brand Deletion"[02:20] Why brands get deleted and how often it happens[04:00] Who actually benefits when a brand disappears?[05:30] The highest-return move...
