Bud Light learned the hard way that brand assets matter. Their competitor Modelo grew from $4.8B to $6.1B in revenue while Bud Light fell to $3.6B, proving how quickly the market can shift when brands make controversial moves. And that’s just one example from a year filled with marketing lessons.

This week, Elena joins Conor Byrne, host of That's What I Call Marketing, and Marc Binkley and Vassilis Douros from The Sleeping Barber as they break down this year's biggest marketing successes and stumbles. They analyze what made some campaigns soar while others failed, explore how AI is revolutionizing creative testing, and debate whether broad targeting really delivers better results than precision campaigns.

Topics covered:  

• [03:00] Budweiser's Clydesdales comeback and what it means for brand assets 
• [10:00] How ELF Beauty's employee ownership model drives marketing success 
• [13:00] The targeting debate: when broad reach fails 
• [21:00] Why some brand purpose campaigns backfire 
• [37:00] The rise of AI in creative production 
• [42:00] Are Byron Sharp's theories wrong? 

 





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

Resources:  
The Sleeping Barber Podcast: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

That’s What I Call Marketing Podcast: https://podcasts.apple.com/ca/podcast/thats-what-i-call-marketing/id1615415427

Marc Binkley’s LinkedIn: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros’ LinkedIn: https://www.linkedin.com/in/vassilisdouros/

Conor Byrne’s LinkedIn: https://www.linkedin.com/in/conorbyrne/
 


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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 research showing how consumer behavior has evolved, examining whether value-driven choices truly impact purchasing decisions.

Topics covered: 

• [01:00] "Evolution and Trends in Consumer Behavior"
• [02:35] Eight major themes in consumer research
• [03:15] The rise of consumer neuroscience
• [04:00] How sustainable consumption drives research
• [05:30] Values versus price sensitivity
• [07:15] Reality of consumer purchasing decisions 

 





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

Resources: 
Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232. https://doi.org/10.1002/cb.2118 
 

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AI won't replace humans. But it will dramatically change how we work. And brands that don't commit to AI will eventually find themselves struggling to keep up with savvy competitors, according to tech expert Shelly Palmer. So what’s really at stake here?

In this episode, Elena, Angela, and Rob are joined by Shelly Palmer, CEO of The Palmer Group and professor at Syracuse University's SI Newhouse School, to discuss AI's impact on marketing. Shelly offers an unflinching look at why marketers are hesitant to adopt AI, how the technology will transform creative work, and what the ongoing battle over AI and copyright means for the industry's future. 

Topics covered: 

• [02:30] How technology and music launched Shelly’s career
• [12:00] Why AI is transforming business productivity
• [17:00] The difference between human creativity and AI execution
• [21:00] Sam Altman's prediction about agencies
• [27:00] The ongoing battle over AI and copyright
• [32:00] Creative ways to experiment with AI tools 

 





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

Resources:  
2024 AdAge Article: https://adage.com/article/special-report-ana-annual-meeting/ana-2024-cmos-agencies-consultants-clash-over-ai/2588996
“Think About This” Newsletter: https://shellypalmer.com/subscribe/
Shelly Palmer’s LinkedIn: https://www.linkedin.com/in/shellypalmer/
The Palmer Group: https://shellypalmer.com/
 

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 gender stereotypes in advertising affect viewers of both genders, discovering that these portrayals can create negative cross-gender effects that impact brand perception.

Topics covered:   

• [01:00] "Gender Stereotypes in Advertising Have Negative Cross Gender Effects"
• [02:00] Male reactions to gender stereotypes in ads
• [04:35] How stereotypes affect the opposite gender
• [06:10] The influence of presumed influence
• [07:25] Role-based vs. physical stereotypes
• [09:15] Sex appeal vs. stereotypes in advertising 

 





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

Resources: 
Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125 
 

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In healthcare marketing, product and marketing are inseparable. But in many industries, marketers have become disconnected from the products they promote. What does this mean for marketing effectiveness?

Exact Sciences CMO Jaime LaMontagne joins Elena and Angela to explore how staying connected to product drives better marketing outcomes. Drawing from her extensive healthcare marketing experience, Jaime shares advice on balancing multiple stakeholders, strict regulations, and evolving patient expectations.

Topics covered: 

• [01:00] Why healthcare marketers must understand their products deeply
• [06:00] Using claims matrices to communicate with different stakeholders
• [14:00] Balancing creative marketing with healthcare regulations
• [18:00] How patient empowerment is changing healthcare marketing
• [23:00] The importance of both brand building and demand capture
• [30:00] Why marketers should "call their baby ugly" 

 





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

Resources: 
2024 MarketingWeek Article: https://www.marketingweek.com/ritson-liquid-death-product/
Jaime LaMontagne’s LinkedIn: https://www.linkedin.com/in/jaime-lamontagne-marketing100/
Exact Sciences: https://www.exactsciences.com/
 

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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 sunlight influences consumer spending habits, revealing that brighter days lead to bigger sales across all product categories.

Topics covered:   

• [01:05] "The Effect of Weather on Consumer Spending"
• [02:45] How mood impacts purchasing decisions
• [04:10] Six years of retail data analysis
• [05:30] Artificial sunlight experiments
• [08:20] Weather-based marketing opportunities 

 





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

Resources: 
Murray, Kyle B., Fabrizio Di Muro, Adam Finn, and Peter Popkowski Leszczyc. "The Effect of Weather on Consumer Spending." Journal of Retailing and Consumer Services, vol. 17, no. 6, July 2010, pp. 512-520. Elsevier, doi:10.1016/j.jretconser.2010.08.006. 


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36% of US brands and agencies cite frequency management as a top concern this year. And 81% of consumers unsubscribe when brands send too many messages. So when should you worry about showing your ads too many times?

Elena, Angela, and Rob explore what truly causes ad fatigue, why it's different from creative wear-out, and how to prevent both. Plus, hear surprising research on why positive ads wear out faster than negative ones and why video ads tend to cause less fatigue than static ads. 

Topics covered: 

• [01:00] Key stats on marketing fatigue across channels
• [03:00] The role of negative vs positive emotions in ad wear-out
• [06:00] What makes CTV a major offender for overly high frequency
• [09:00] The difference between creative wear-out and ad fatigue
• [14:00] Why the "first frequency" drives the most response
• [19:00] Favorite and most annoying ad jingles of all time 

 





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

Resources: 
2024 eMarketer Article: https://www.emarketer.com/content/5-key-stats-marketing-fatigue-ctv-email
 

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On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment.

In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX. 

Topics covered:  

• [01:00] Why millennials job-hop—and what keeps talent long-term 
• [05:00] Creating shared goals between marketing and sales 
• [10:00] Using a flywheel approach to define team roles
• [15:00] Building B2B brands within a consumer company
• [20:00] Why modern B2B buyers want self-guided research 
• [24:00] The marketing experiment that led to angry faxes 

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

Resources:  
2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/ 
Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/
CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png 

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 why customer participation in product assembly or creation can significantly boost perceived value and brand attachment, even when the result isn't perfect.

Topics covered:   

• [01:00] "The IKEA Effect: When Labor Leads to Love"
• [02:00] How DIY assembly affects willingness to pay
• [03:15] The universal appeal across DIY skill levels
• [04:00] When the IKEA effect backfires
• [06:45] Applications beyond physical products
• [07:30] AI collaboration and user engagement 

 




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

Resources: 
Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Working Paper, No. 11-091, 2011. 
 

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For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation.

This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica chose emotion over humor in their creative strategy, how they've doubled website visitors year-over-year, and what their Boston Celtics partnership means for growth.

Topics covered: 

• [01:00] Should brand and performance remain separate?
• [08:00] Transitioning from referral-only to mass marketing
• [14:00] How TV improves paid search efficiency
• [20:00] The strategy behind the Celtics partnership
• [24:00] Moving beyond cost-per-policy metrics
• [31:00] Why long-form advertising still matters 

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


Resource:  
2024 MarketingWeek Article: https://www.marketingweek.com/performance-branding-no-such-thing/

Connect with Tory: https://www.linkedin.com/in/tory-pachis-7106064/
 

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