What happens when marketing academics disagree? How do marketing academics look at brand theories and how does that resonate between marketing practitioners? In this episode, Jane Ostler, EVP of Global Thought Leadership at Kantar talks with Felipe Thomaz, associate professor of marketing at Saïd Business School, about trust, lies and evidence in marketing. Together with Graham Staplehurst, Thought Leadership director at Kantar BrandZ, they dig into the concepts of complexity, dynamism and differentiation and how they are seen by the world of academia and between marketing practitioners who must deal with decisions on a day-to-day basis.