Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketi...
Nerd Alert: The Dirichlet Effect: Predicting Brand Loyalty
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 the Dirichlet model challenges common beliefs about brand loyalty. They reveal why most consumers aren't deeply loyal to specific brands and why reaching new customers matters more than increasing loyalty.Topics covered: [01:00] "The Dirichlet: A Comprehensive Model of Buying Behavior"[02:00] What products do we buy without brand loyalty?[03:45] How brand share predicts buying behavior[04:30] Why acquisition drives loyalty, not vice versa[05:00] Most buyers are light buyers who purchase infrequently[06:00] The shocking truth about Coca-Cola's customer base To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Resources: Goodhardt, G. J., Ehrenberg, A. S. C., & Chatfield, C. (1984). The Dirichlet: A comprehensive model of buying behaviour.Journal of the Royal Statistical Society: Series A (General), 147(5), 621–655. 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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Marketing Like a Challenger with Chuck Hengel
In Peter Field's article "Challenger Thinking is How Brands Drive Growth," he states that challenger brands aren't born just from unique founders or lucky circumstances. Challenger thinking is actually how brands grow.This week, Elena and Angela are joined by Marketing Architects founder Chuck Hengel to talk about marketing like a challenger brand. Chuck shares stories from creating and marketing HurryCane (the first walking cane to stand on its own) and Stuffies (a children's toy with hidden pockets), revealing key insights about broad audience targeting, distinctive brand assets, and why every department contributes to marketing success.Topics covered: [01:00] What defines a challenger brand[04:45] Why marketing should connect to every business function[09:00] The consumer insight that created the HurryCane[14:00] The importance of brand fame and broad mental availability[16:00] Finding and targeting the right audience for Stuffies[22:00] The power of "smashable branding" and distinctive assets To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: The Challenger Project Article: https://thechallengerproject.com/blog/2019/peter-field-on-challenger-brands?utm_source=chatgpt.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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Nerd Alert: The Multiplier Effect: Debunking Brand vs. Performance
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 the brand versus performance debate misses the point. They discover that integrating both approaches creates a powerful multiplier effect that can boost revenue ROI by up to 90%.Topics covered: [01:00] "The Multiplier Effect: A CMO's Guide to Brand Building in the Performance Era"[03:00] The performance plateau problem[04:00] Revenue ROI declines 40% when brand building stops[05:00] Brand and performance integration increases ROI by 25-100%[06:00] The best brands allocate 40-60% to brand building[06:45] Paid search is over-credited by 190% in conversions To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: WARC, Analytic Partners, BERA.ai, Prophet, & System1. (2025). The Multiplier Effect: A CMO’s Guide to Brand Building in the Performance Era. WARC. 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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Great Marketing Tells Great Stories
Stories capture human attention like nothing else. The best advertising doesn't just explain features, it creates emotional connections that make your message stick. When brands tell compelling stories, they're perceived as more trustworthy than those relying on straightforward product messaging.Elena, Angela, and Rob explore the science behind storytelling in marketing, from neurological engagement to the Hero's Journey framework. They discuss balancing emotional narratives with practical information in TV ads and share standout examples from Progressive's "Parentamorphosis" campaign to P&G's emotional "Thank You, Mom" ads shared during the Olympics.Topics covered: [03:00] Research supporting storytelling in advertising[05:00] Why humans naturally gravitate toward stories[07:00] Understanding the Hero's Journey framework[10:00] Balancing emotion with practical information in TV ads[15:00] Examples of effective storytelling in advertising[21:00] Testing your knowledge of iconic story plots To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Visual Storytelling in Advertising Study: https://www.arcjournals.org/pdfs/ijhsse/v7-i10/15.pdf?utm_source=chatgpt.comThe Role of Storytelling in Advertising Study: https://www.researchgate.net/publication/338558049_The_role_of_storytelling_in_advertising_Consumer_emotion_narrative_engagement_level_and_word-of-mouth_intentionThe Influence of Storytelling on The Consumer–Brand Relationship Experience Study: https://link.springer.com/article/10.1057/s41270-021-00149-0?utm_source=chatgpt.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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Nerd Alert: Brand Awareness vs Brand Salience
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 brand salience differs from simple awareness. They reveal why connecting your brand to multiple buying situations matters more than basic brand recognition or even brand love.Topics covered: [01:00] "Conceptualizing and Measuring Brand Salience"[02:15] The difference between awareness and salience[03:20] Why Disney masters multiple brand touchpoints[04:40] Brand attitude vs. buying behavior[05:30] How Coca-Cola builds salience through situational triggers[06:45] Using brand cues to improve mental availability To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Romaniuk, Jenni, & Sharp, Byron. (2004). Conceptualizing and measuring brand salience. Marketing Theory, 4(4), 327-342. https://doi.org/10.1177/1470593104047643 Get more research-backed marketing strategies by subscribing 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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