Episodios

  • Nerd Alert: When Ads Hit Their Breaking Point

    Nerd Alert: When Ads Hit Their Breaking Point
    Nov 6 2025
    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 response to advertising behaves more like a phase transition than a smooth curve. They discuss saturation points, tipping points, and why some channels scale differently than others.

    Topics covered:
    • [01:00] "Symmetry Scaling Laws and Phase Transitions in Consumer Advertising Response"
    • [03:00] Three parameters: marketing effectiveness, response sensitivity, and behavioral sensitivity
    • [04:00] Which parameter matters most for TV?
    • [05:00] Testing against traditional models
    • [06:00] Network effects and audience clustering








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


    Resources:
    Marín, J. (2024). Symmetries, scaling laws and phase transitions in consumer advertising response [Preprint]. arXiv. https://doi.org/10.48550/arXiv.2404.02175


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    9 m
  • Why AI Won't Kill "Brand"

    Why AI Won't Kill "Brand"
    Nov 4 2025
    OpenAI just launched its first global brand campaign. And instead of using algorithms or AI-driven stunts, they turned to the most old-school playbook of all: TV ads. Shot on film. With human directors. Real actors. 30-second spots about everyday moments tied back to ChatGPT.

    This episode, Elena and Rob break down OpenAI's new TV campaign and what it reveals about the enduring power of brand in an AI-driven world. They discuss why even the most advanced tech companies still need emotional storytelling and broad reach to grow, how AI is already transforming marketing workflows, and what separates strong brand strategy from ineffective branding. Plus, hear their takes on which brands are crushing it today.

    Topics covered:
    • [02:00] Breaking down OpenAI's new TV ads
    • [10:00] Why tech companies struggle with branding and naming
    • [15:00] Ways AI is already giving marketers superpowers
    • [20:00] Why brand will become even more important as AI advances
    • [28:00] Google's brand strategy and compelling storytelling
    • [34:00] How to keep your brand strong in the age of AI








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


    Resources:
    2025 The Drum Article:https://www.thedrum.com/opinion/2025/09/30/mark-ritson-chatgpt-s-new-ads-show-even-ai-can-t-deny-the-brand-building-power-tv


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    38 m
  • Nerd Alert: Why We Can't Stop Watching TV

    Nerd Alert: Why We Can't Stop Watching TV
    Oct 30 2025
    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 Americans watch over 40 hours of TV and video weekly. They examine how viewing habits evolved from 1992 to 2017, revealing that despite digital disruptions, total viewing time keeps growing—and 92% still happens on TV sets, not phones.

    Topics covered:
    • [01:00] "Why Do People Watch So Much Television and Video? Implications for the Future of Viewing and Advertising"
    • [02:00] Average viewing climbed from 35 to 41 hours weekly
    • [04:00] Live TV dropped to 74%, but TV sets dominate
    • [06:00] EEG studies reveal TV's relaxation effect
    • [08:00] Digital video now rivals traditional TV viewing
    • [10:00] Why entertainment trumps complicated messaging








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


    Resources:
    Wilbur, Kenneth C. 2023. “Why Do People Watch So Much Television and Video? Implications for the Future of Viewing and Advertising.” Journal of Advertising Research 63, no. 1: 16–31. https://doi.org/10.2501/JAR-2023-003


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    11 m
  • Perfecting Digital Marketing Effectiveness with Kevin Goodwin

    Perfecting Digital Marketing Effectiveness with Kevin Goodwin
    Oct 28 2025
    Most digital marketers treat brand building like performance marketing. They run two-day tests, allocate 0.2% of budget, or recycle performance creative for reach campaigns. It fails every time.

    This week, Elena, Angela, and Rob are joined by Kevin Goodwin, SVP of Strategy and Growth at New Engen. Kevin shares how his agency evolved from pure performance marketing to embracing effectiveness principles, why digital gets unfairly dismissed by brand marketers, and the specific ways marketers sabotage their own digital brand-building efforts.

    Topics covered:
    • [00:04] Kevin's journey from finance to digital marketing at Zulily
    • [00:08] How iOS 14 and rising interest rates forced New Engen to evolve
    • [00:13] Why measurement is critical for digital brand building
    • [00:16] What digital marketers get wrong about brand campaigns
    • [00:20] Why marketers should challenge platforms for better brand-building tools
    • [00:23] Preparing for the death of the click in an AI-driven world








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


    Resources:
    • 2025 Tom Roach Article: https://thetomroach.com/2025/01/12/brand-building-in-the-platforms/

    • Kevin Goodwin’s LinkedIn: https://www.linkedin.com/in/kevin-goodwin-12b4243a/

    • Kevin’s Substack: https://kevingoodwin.substack.com/about

    • New Engen Website: https://newengen.com/



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    30 m
  • Nerd Alert: The Paradox of Choice

    Nerd Alert: The Paradox of Choice
    Oct 23 2025
    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 situations where more product options overwhelm consumers and where they help. They reveal how task difficulty, preference uncertainty, and shopping goals determine whether large assortments drive satisfaction or paralyze decision-making.

    Topics covered:
    • [01:00] "Choice Overload: A Conceptual Review and Meta-Analysis"
    • [02:00] When task difficulty triggers choice overload
    • [03:00] Why product structure matters more than quantity
    • [03:00] How preference uncertainty amplifies overwhelm
    • [04:00] Decision goals: browsing versus buying
    • [05:00] Why curated stores outperform massive malls








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


    Resources:
    Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333–358. https://doi.org/10.1016/j.jcps.2014.08.002


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    7 m
  • Nerd Alert: The Downsides of Being a 'Lifestyle Brand'

    Nerd Alert: The Downsides of Being a 'Lifestyle Brand'
    Oct 16 2025
    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 lifestyle brands compete for limited consumer self-expression. Once people express themselves through one brand, their appetite for additional identity-driven brands declines.

    Topics covered:
    • [01:00] "Competing for Consumer Identity Limits to Self-Expression and the Perils of Lifestyle Branding"
    • [02:00] Identity saturation and its effect on brand preference
    • [03:00] Why thinking about favorite brands reduces enthusiasm for new ones
    • [04:00] Symbolic versus functional brands
    • [06:00] What happens when your unique brand becomes mainstream
    • [07:00] Reversing identity saturation through uniqueness threats








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


    Resources:
    Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66–82. https://doi.org/10.1509/jmkg.75.3.66


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    10 m
  • The Practicalities of Combining Brand and Sales

    The Practicalities of Combining Brand and Sales
    Oct 14 2025
    Performance marketing has crowded out brand building. One executive even admitted, "We're great at performance marketing, but our brand sucks." Nike learned this the hard way when they pivoted too hard toward performance and lost what made them famous.

    This week, Elena, Angela, and Rob tackle marketing's most persistent divide: brand versus performance. They explore why organizations still separate these teams despite evidence they work better together, how TV bridges both goals, and practical ways to measure success across the funnel. Plus, hear why emotional storytelling doesn't mean sacrificing sales activation.

    Topics covered:
    • [01:00] Why performance marketing has taken over budgets
    • [03:00] The problem with prioritizing what's easy to measure
    • [11:00] Developing creative that drives both brand and sales
    • [14:00] Why TV belongs in both the brand and performance buckets
    • [17:00] Measuring TV's impact across short-term and long-term goals
    • [20:00] How AI is transforming TV into a flexible, digital-like channel








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


    Resources:
    2023 Harvard Business Review Article: https://hbr.org/2023/05/how-brand-building-and-performance-marketing-can-work-together

    2024 WARC Article: https://www.warc.com/newsandopinion/opinion/mark-ritson-takes-on-the-brand-performance-debate/en-gb/6874

    2025 Marketing Architects and WARC report: https://www.marketingarchitects.com/FullFunnel

    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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    26 m
  • Nerd Alert: The Power of an "Underdog" Brand

    Nerd Alert: The Power of an "Underdog" Brand
    Oct 9 2025
    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 underdog brand stories resonate with consumers and drive purchase intent. They reveal how combining disadvantage with determination creates powerful brand connection, especially when purchases feel personal.

    Topics covered:
    • [01:00] "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography"
    • [02:00] What makes an underdog brand biography work[03:00] Four studies testing underdog brand performance
    • [05:00] Cultural differences in underdog appeal
    • [06:00] Why identity matters in underdog branding
    • [08:00] When underdog stories don't work as well








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


    Resources:
    Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of disadvantage and determination through brand biography. Journal of Consumer Research, 37(5), 775–790. https://doi.org/10.1086/656219


    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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    10 m