The Marketing Architects

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve "gold" status in recognizability according to a study by Ipsos and JKR. So which marketing strategy matters more: differentiation or distinctiveness? In this episode, Elena, Angela, and Rob debate whether brands should focus on meaningful differentiation or memorable distinctiveness. The hosts explore research showing that while differentiation plays a more limited role than traditionally assumed, distinctiveness is crucial for getting into consumers' consideration sets. They also examine how category dynamics impact which strategy dominates and share real-world examples of brands that excel at either approach.  Topics covered:  * [01:00] Research from Rob Myerson on Byron Sharp's distinctiveness claims * [03:00] The case for focusing on distinctiveness in marketing * [06:00] Why differentiation gives brands resilience and pricing power * [09:00] How category dynamics impact strategy importance * [12:30] The role of distinctiveness in TV advertising effectiveness * [19:00] Examples of brands excelling at distinctiveness vs differentiation    To learn more, visit marketingarchitects.com/podcast [https://www.marketingarchitects.com/Podcast] or subscribe to our newsletter at marketingarchitects.com/newsletter [https://www.marketingarchitects.com/Newsletter].    Resources:   2021 WARC Article: https://www.warc.com/newsandopinion/opinion/what-does-byron-sharps-research-really-tell-us-about-differentiation/en-gb/4314 [https://www.warc.com/newsandopinion/opinion/what-does-byron-sharps-research-really-tell-us-about-differentiation/en-gb/4314]   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 explore how sticking with the same creative platform drives better results. Based on research analyzing 4,000 ads, they reveal why consistency isn't boring—it's a powerful force that compounds over time. Topics covered:    * [01:00] "The Magic of Compound Creativity" * [01:45] When brands should consider changing creative * [03:00] How consistency impacts creative quality scores * [04:35] Why creative elements get better with age * [06:05] The business impact of creative consistency * [08:40] The compounding effect of brand continuity    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  System1 & IPA (2024). The Magic of Compound Creativity: How consistency leads to creative quality, stronger brands and greater profits. With data from the IPA Effectiveness Databank    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Only a third of agencies believe their clients provide a clear target audience in their briefs. So how can we build effective targeting strategies that drive real business growth? In this episode, Elena, Angela, and Rob tackle the misunderstood world of targeting in marketing. They explore why defining your target audience isn't just a media decision but a foundational strategic choice. Plus they examine the flaws in third-party data targeting and provide practical advice for maximizing reach without wasting budget on ineffective targeting tactics. Topics covered:  * [01:00] Why marketers should be wary of "algorithmic hanky panky" * [03:30] The misconception that brands grow through narrow audience targeting * [07:00] How digital platforms introduce bias in AB testing * [11:00] The major pitfalls of third-party data for targeting * [14:00] Balancing targeting precision with cost-effectiveness * [17:00] Top targeting strategies that deliver without sacrificing reach * [20:00] The surprising success of broad targeting for brand growth    To learn more, visit marketingarchitects.com/podcast [https://www.marketingarchitects.com/podcast] or subscribe to our newsletter at marketingarchitects.com/newsletter [https://www.marketingarchitects.com/newsletter].    Resources:   2025 MarketingWeek Article: https://www.marketingweek.com/ritson-ignore-anyone-targeting/ [https://www.marketingweek.com/ritson-ignore-anyone-targeting/]   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 explore whether price promotions deliver more than just temporary sales spikes. They examine how different product categories respond to discounts and reveal when promotions might help or harm brand loyalty. Topics covered:    * [01:00] "The Long-Term Effects on Category Incidents" * [02:00] How soup and yogurt categories respond to promotions * [03:00] The short-term impact of discounts on sales * [05:00] Premium brands and the "discount doom loop" * [07:00] When promotions actually build customer retention * [08:30] Using offers effectively for new TV advertisers    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  Pauwels, K., Hanssens, D. M., & Siddarth, S. (2002). The long-term effects of price promotions on category incidence, brand choice, and purchase quantity. Journal of Marketing Research, 39(4), 421–439. https://doi.org/10.1509/jmkr.39.4.421.19114 [https://doi.org/10.1509/jmkr.39.4.421.19114]    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

A study from Les Binet and Peter Field found that for every 10-point increase in excess share of voice, brands see around a 0.5% annual market share growth on average. But does this marketing principle still hold true in today's fragmented media landscape? This week, Elena, Angela, and Rob are joined by VP of Strategy Dan Cleveland to explore excess share of voice (ESOV) and its enduring relevance. They dive into how ESOV correlates with growth, why it's still a valuable planning tool, and what happens when brands let their share of voice slip below market share. Plus, discover why TV remains crucial for building the top-of-funnel awareness that drives long-term brand performance. Topics covered:  * [01:00] The history of share of voice and why it matters * [03:30] How excess share of voice links to market share growth * [08:00] When ESOV doesn't work (and what that reveals) * [12:30] Using share of search as a real-time metric * [16:00] Why top-of-funnel channels drive brand awareness * [21:00] The risks of underspending compared to your share of market * [27:00] Practical steps to apply ESOV to your strategy    To learn more, visit marketingarchitects.com/podcast [https://www.marketingarchitects.com/Podcast] or subscribe to our newsletter at marketingarchitects.com/newsletter [https://www.marketingarchitects.com/Newsletter].  Resources:   2023 IPA Article: https://ipa.co.uk/knowledge/ipa-blog/esov-an-excessive-focus-on-the-wrong-thing/?utm_source=chatgpt.com [https://ipa.co.uk/knowledge/ipa-blog/esov-an-excessive-focus-on-the-wrong-thing/?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.