The Marketing Architects

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 dig into why five analysts can hand you five different ROI numbers for the same campaign. They explain why averaging those numbers hides the truth, and how to match your measurement method to the size of the decision in front of you.

Topics covered:   
[01:40] "Making Effectiveness Work" 

[02:20] Three ways to measure ad effectiveness 

[02:40] Why triangulation is a trap 

[04:10] Test and learn can more than double returns 

[05:15] Long-term ROI was 2.2 times the 12-week read 

[05:45] The case against last click attribution 

 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Duckworth, S., Charles, N., & Stoddard, D. (2024). Making effectiveness work. Institute of Practitioners in Advertising. https://ipa.co.uk/knowledge/effectiveness/ipa-effectiveness-conference-2024/making-effectiveness-work 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

73% of people think they should have an estate plan. But only 26% actually do. So how do you get consumers to act on something they'd rather avoid?

Recorded live at Brandweek, CEO Angela Voss sits down with Trust & Will CMO Dale Sperling. They break down five ways the digital estate planning brand builds trust at scale, from TV's signaling power to warm, human creative and sonic branding. Plus, hear how sticking with one campaign helped drive an 89% lift in unaided awareness since 2023.

Topics covered: 
[01:00] Why trust drives purchase decisions 

[04:00] How TV signals legitimacy 

[05:30] Building creative around relatable life moments 

[07:00] Inside the Make It Count campaign 

[10:30] Running linear and CTV as one TV strategy 

[11:30] Why consistency pays off in brand building 

[13:30] What's next for Trust & Will 

 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2024 Kantar Article: https://www.kantar.com/inspiration/advertising-media/trust-in-media-the-new-publishing-battleground

2024 System1 Report: https://system1group.com/blog/the-extraordinary-cost-of-dull
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts

Buy a brand, and it shows up on your balance sheet. Build one, and it doesn't. Wharton professor Dave Reibstein thinks that's backwards.

This week, Elena, Angela, and Rob are joined by Dave Reibstein, the William S. Woodside Professor of Marketing at the Wharton School and co-author of Marketing Metrics. Dave explains how to put an actual number on brand value, whether you take it in price premium, volume, or some mix of both. He shares 10 years of research on how country branding shapes trade, tourism, and investment, plus why "Made in Italy" still sells shoes. Plus, hear the team pitch which country they'd take over as CMO.

Topics covered: 
[03:00] Research on customer capital and talent risk 

[06:00] Why marketing metrics need standard definitions 

[07:30] What brand value looks like as a number 

[09:30] Balancing promotions against long-term brand building 

[12:00] The management behavior that moves results most 

[13:30] Why every country should manage its brand 

[19:30] Dave's case for brand value on the balance sheet 

 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2021 Journal of Finance Study: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3187850

Dave Reibstein’s LinkedIn: https://www.linkedin.com/in/david-reibstein-34269/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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 dig into shrinkflation, the quiet price increase that shrinks the product instead of raising the number on the shelf. A decade of retail scanner data shows shoppers shrug off a smaller box, cheer a bigger one, and keep buying either way.

Topics covered:   
[01:40] "Shrinkflation and Consumer Demand" 

[02:20] Shrink the box or raise the price? 

[03:20] Inside four million products and 50,000 stores 

[04:10] Detergent, cereal, and other quiet categories 

[05:30] Shoppers are twice as sensitive to price as size 

[06:40] What marketers should do about it 

 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Janssen, A., & Kasinger, J. (2026). Shrinkflation and consumer demand. Marketing Science, 45(1), 142–158. https://doi.org/10.1287/mksc.2024.0948 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Marketers assume the moment consumers spot a sales pitch, their guard goes up and the message dies. New research says that's only half the story. Sometimes recognizing persuasion makes people trust a brand more, not less.

This week, Elena, Angela, and Rob are joined by Kellogg School of Management professor Kent Grayson, who has spent decades studying trust, deception and authenticity. He explains the three building blocks every brand draws on to earn trust, plus how to diagnose which one you're actually missing. The team also digs into whether TV itself works as a trust signal, and why AI could erode the founder story the same way paid deals eroded influencers.

Topics covered: 
[03:30] What the persuasion knowledge model really says 

[07:30] Why people distrust "advertising" but trust the ads they watch 

[10:30] Trust's three buckets: competence, honesty and benevolence 

[15:30] Character-based trust vs assurance-based trust 

[19:00] Can a media channel be a trust signal? 

[21:30] How AI threatens the founder story 

[26:00] Trustworthy creative starts with a trustworthy strategy 

 
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2017 KelloggInsight Research: https://insight.kellogg.northwestern.edu/article/how-to-make-ads-that-even-savvy-customers-trust

Kent Grayson’s LinkedIn: https://www.linkedin.com/in/kent-grayson-3a0894126/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.