How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand?

This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.

Topics covered:

• [02:30] How common debates in marketing inspired Kantar’s report
• [03:45] ROI is only part of accurate marketing measurement
• [08:00] The role of brand in driving future buyers
• [13:30] How to measure and evaluate brand equity
• [18:00] Difference vs differentiation in building brand
• [23:00] The future of marketing effectiveness

To learn more, visit marketingarchitects.com/podcast.

Resources:
Connect with Mary: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/
2023 Kantar Report: https://www.kantar.com/campaigns/modern-marketing-dilemmas

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