Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketi...
Bud Light learned the hard way that brand assets matter. Their competitor Modelo grew from $4.8B to $6.1B in revenue while Bud Light fell to $3.6B, proving how quickly the market can shift when brands make controversial moves. And that’s just one example from a year filled with marketing lessons.This week, Elena joins Conor Byrne, host of That's What I Call Marketing, and Marc Binkley and Vassilis Douros from The Sleeping Barber as they break down this year's biggest marketing successes and stumbles. They analyze what made some campaigns soar while others failed, explore how AI is revolutionizing creative testing, and debate whether broad targeting really delivers better results than precision campaigns.Topics covered: [03:00] Budweiser's Clydesdales comeback and what it means for brand assets [10:00] How ELF Beauty's employee ownership model drives marketing success [13:00] The targeting debate: when broad reach fails [21:00] Why some brand purpose campaigns backfire [37:00] The rise of AI in creative production [42:00] Are Byron Sharp's theories wrong? To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: The Sleeping Barber Podcast: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 That’s What I Call Marketing Podcast: https://podcasts.apple.com/ca/podcast/thats-what-i-call-marketing/id1615415427 Marc Binkley’s LinkedIn: https://www.linkedin.com/in/marcbinkley/Vassilis Douros’ LinkedIn: https://www.linkedin.com/in/vassilisdouros/Conor Byrne’s LinkedIn: https://www.linkedin.com/in/conorbyrne/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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50:53
Nerd Alert: How Consumer Behavior Has Changed
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 research showing how consumer behavior has evolved, examining whether value-driven choices truly impact purchasing decisions.Topics covered: [01:00] "Evolution and Trends in Consumer Behavior"[02:35] Eight major themes in consumer research[03:15] The rise of consumer neuroscience[04:00] How sustainable consumption drives research[05:30] Values versus price sensitivity[07:15] Reality of consumer purchasing decisions To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232. https://doi.org/10.1002/cb.2118 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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The Truth About AI in Marketing with Shelly Palmer
AI won't replace humans. But it will dramatically change how we work. And brands that don't commit to AI will eventually find themselves struggling to keep up with savvy competitors, according to tech expert Shelly Palmer. So what’s really at stake here?In this episode, Elena, Angela, and Rob are joined by Shelly Palmer, CEO of The Palmer Group and professor at Syracuse University's SI Newhouse School, to discuss AI's impact on marketing. Shelly offers an unflinching look at why marketers are hesitant to adopt AI, how the technology will transform creative work, and what the ongoing battle over AI and copyright means for the industry's future. Topics covered: [02:30] How technology and music launched Shelly’s career[12:00] Why AI is transforming business productivity[17:00] The difference between human creativity and AI execution[21:00] Sam Altman's prediction about agencies[27:00] The ongoing battle over AI and copyright[32:00] Creative ways to experiment with AI tools To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2024 AdAge Article: https://adage.com/article/special-report-ana-annual-meeting/ana-2024-cmos-agencies-consultants-clash-over-ai/2588996“Think About This” Newsletter: https://shellypalmer.com/subscribe/Shelly Palmer’s LinkedIn: https://www.linkedin.com/in/shellypalmer/The Palmer Group: https://shellypalmer.com/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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35:53
Nerd Alert: Gender Stereotypes in Advertising
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 gender stereotypes in advertising affect viewers of both genders, discovering that these portrayals can create negative cross-gender effects that impact brand perception.Topics covered: [01:00] "Gender Stereotypes in Advertising Have Negative Cross Gender Effects"[02:00] Male reactions to gender stereotypes in ads[04:35] How stereotypes affect the opposite gender[06:10] The influence of presumed influence[07:25] Role-based vs. physical stereotypes[09:15] Sex appeal vs. stereotypes in advertising To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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12:52
Marketing's Role in Product with Jaime LaMontagne
In healthcare marketing, product and marketing are inseparable. But in many industries, marketers have become disconnected from the products they promote. What does this mean for marketing effectiveness?Exact Sciences CMO Jaime LaMontagne joins Elena and Angela to explore how staying connected to product drives better marketing outcomes. Drawing from her extensive healthcare marketing experience, Jaime shares advice on balancing multiple stakeholders, strict regulations, and evolving patient expectations.Topics covered: [01:00] Why healthcare marketers must understand their products deeply[06:00] Using claims matrices to communicate with different stakeholders[14:00] Balancing creative marketing with healthcare regulations[18:00] How patient empowerment is changing healthcare marketing[23:00] The importance of both brand building and demand capture[30:00] Why marketers should "call their baby ugly" To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2024 MarketingWeek Article: https://www.marketingweek.com/ritson-liquid-death-product/Jaime LaMontagne’s LinkedIn: https://www.linkedin.com/in/jaime-lamontagne-marketing100/Exact Sciences: https://www.exactsciences.com/ Get more research-backed marketing strategies by ubscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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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