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The Marketing Architects

The Marketing Architects

著者： Marketing Architects
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 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.Marketing Architects マーケティング マーケティング・セールス 出世 就職活動 経済学
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  • Selling in Marketing Effectiveness with Simon Peel

    Selling in Marketing Effectiveness with Simon Peel
    2025/07/15
    Getting marketing effectiveness principles to stick at major companies is harder than proving they work. Even when the data shows brand activity drives 65% of sales, internal structures and human psychology work against long-term thinking.

    This week, Elena and Rob are joined by Simon Peel, managing partner at The Other Lot and former Global Head of Media at Adidas. Simon shares how Adidas discovered that brand activity was driving 65% of sales across all channels, not the digital performance marketing in which they were heavily invested. He reveals the internal battles, years of education, and structural changes needed to make effectiveness principles stick at large organizations.

    Topics covered:
    • [01:00] Why Adidas publicly admitted their digital advertising mistakes
    • [10:00] The marshmallow effect and why humans default to short-term thinking
    • [16:00] Differences between US and European adoption of effectiveness principles
    • [20:00] Why measurement needs econometrics, randomized tests, and attribution
    • [26:00] How light buyers drove 80-90% of revenue at both Adidas and Haleon
    • [30:00] Why AI will perpetuate bad media buying practices








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


    Resources:
    2019 MarketingWeek Article: https://www.marketingweek.com/adidas-marketing-effectiveness/
    2019 Institute of Practitioners in Advertising Video: https://www.youtube.com/watch?v=rbT8TqBUgOs
    Simon Peel’s LinkedIn: https://www.linkedin.com/in/simon-peel-28a83215/?originalSubdomain=uk



    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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    39 分
  • Nerd Alert: Rituals as Brand Strategy

    Nerd Alert: Rituals as Brand Strategy
    2025/07/10
    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 small rituals before consuming products can dramatically enhance enjoyment and make experiences more memorable. They reveal why structured, meaningful movements work better than random gestures and how brands like Jeep, Oreo, and Apple have mastered the art of ritual-driven engagement.

    Topics covered:
    • [01:00] "Rituals Enhanced Consumption"
    • [02:00] The Jeep Wrangler ducking ritual and community building
    • [03:00] Four experiments on chocolate bars, carrots, and lemonade
    • [04:00] Why delay after rituals increases anticipation and enjoyment
    • [05:00] Personal involvement: doing versus watching rituals
    • [06:00] Brand examples: Oreos, Starbucks, Disney, and Guinness
    • [07:00] Apple's unboxing experience as the ultimate ritual








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


    Resources:
    Vohs, K. D., Wang, Y., Gino, F., & Norton, M. I. (2013). Rituals enhance consumption. Psychological Science, 24(9), 1714–1721. https://doi.org/10.1177/0956797613478949


    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 分
  • How Does Advertising Actually Work?

    How Does Advertising Actually Work?
    2025/07/08
    Does advertising nudge your memory? Change your mind? Or make you feel something? The answer isn't as simple as you think.

    This week, Elena, Angela, and Rob examine five leading theories of how advertising works. They debate memory nudging versus persuasion models, explore why emotional ads outperform rational ones, and reveal which approaches actually drive business results.

    Topics covered:
    • [02:00] Memory nudging theory and mental availability from Ehrenberg-Bass
    • [08:00] When persuasion models change consumer minds
    • [13:00] Why emotional priming outperforms rational advertising
    • [18:00] Cultural branding and why most brands can't pull it off
    • [21:00] Signaling theory and how expensive media builds credibility
    • [24:00] Which advertising theory each host likes most
    • [26:00] Mandela Effect game connecting memory to brand recall








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


    Resources:
    2020 Ehrenberg-Bass Institute Study: https://marketingscience.info/what-is-the-effect-of-advertising-on-mental-market-share/


    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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    30 分

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