The Marketing Architects

• The Dangers of "Wrong-Termism" with Liam Moroney

  Most B2B marketers in tech are marketers in name only. They're really just tool operators. That's according to Liam Moroney, founder of Storybook Marketing, who believes the industry has lost sight of fundamental marketing principles.This week, Elena, Angela, and Rob are joined by Liam to discuss the false dichotomies plaguing marketing effectiveness. From brand versus performance to long-term versus short-term thinking, these binaries are actively harming growth. Liam shares his journey from demand gen tool operator to brand advocate and how to make brand measurement more tangible for skeptical executives.Topics covered: [04:00] Crisis of confidence in the demand gen mindset[11:00] How the B2B tech industry avoids the word "brand" entirely[15:00] The problem with demand generation as a concept[19:00] Making brand marketing tangible through operational metrics[23:00] Share of search as an accessible brand measurement tool[29:00] Why B2B advertising looks so generic and how it's changing  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2020 Tom Roach Article: https://thetomroach.com/2020/11/15/the-wrong-and-the-short-of-it/ Liam Moroney’s LinkedIn: https://www.linkedin.com/in/liammoroney/ 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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• Nerd Alert: Why Every Brand Needs a Sonic Logo

  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 reveal how sonic logos, those brief musical signatures lasting just five or six seconds, can boost brand perception and ad effectiveness as much as full-length background music. They explore optimal placement strategies that maximize emotional impact.Topics covered:   [01:00] "Small Sounds, Big Impact: Sonic Logos and Their Effect on Consumer Attitudes, Emotions, Brand and Advertising Placement"[02:00] How sonic logos differ from jingles[03:00] Happy versus sad sonic logos in testing[04:00] Placement matters: beginning versus end positioning[05:00] Primacy and recency effects in audio branding[06:00] Why so few brands invest in sonic logos  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Scott, S. P., Sheinin, D., & Labrecque, L. I. (2022). Small sounds, big impact: Sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-06-2021-3507:contentReference[oaicite:0]{index=0}   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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• Selling in Marketing Effectiveness with Simon Peel

  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=rbT8TqBUgOsSimon 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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• Nerd Alert: Rituals as Brand Strategy

  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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• How Does Advertising Actually Work?

  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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