The Marketing Architects

This week, we're resharing a top episode from the archive. Originally recorded a year ago, this episode on the 95/5 rule remains one of our most popular. Enjoy, and we'll be back with new content next week! 

This episode, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why it applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion. 

Topics covered: 
[01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking 
[04:00] Why the rule makes sense for B2B but challenges B2C assumptions 
[07:00] How modern marketing overemphasizes tracking immediate conversions 
[09:00] Calculating the 95/5 rule for your specific category 
[12:00] Creative strategies that build memory structures for future buyers 
[14:00] Shifting from hunter to farmer mentality in advertising strategy 
[17:00] Brand versus performance marketing balance under this rule 

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

Resources: 

The 95:5 Rule: https://www.linkedin.com/pulse/955-rule-john-dawes/

Why You Should Follow The 95-5 Rule: https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/ 

Calculate your in-market audience: mymarketcalculator.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 celebrate 100 episodes by flipping the script. Rob takes the lead to break down How Brands Grow by Byron Sharp, exploring why penetration beats loyalty, why light buyers matter more than most marketers think, and how distinctiveness drives brand growth. 

Topics covered:   
[01:20] "How Brands Grow" by Byron Sharp
[02:45] The Law of Double Jeopardy
[06:15] Why light buyers drive growth
[08:00] Mental and physical availability
[10:00] Differentiation vs. distinctiveness
[12:15] Four takeaways marketers can apply today 

 

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

Resources: 
Sharp, B. (2010). How brands grow: What marketers don’t know. Oxford University Press. 
 

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

Most brands pile spend into peak weeks. But higher CPMs, more clutter and faster saturation mean you're often paying more to reach the same people. Many of whom would have bought anyway.

This episode, Elena, Angela, and VP of Media Analytics Jordan Rosler dig into media flighting: why it became the default, where the strategy breaks down, and what the data says about marginal ROI. They also tackle why shoulder weeks often outperform peak ones, when always-on advertising makes more sense, and how upfronts can quietly undermine the efficiency they promise.

Topics covered:
•    [01:00] Why media flighting became standard marketing practice.
•    [04:00] The difference between blended and marginal ROI explained.
•    [07:30] What happens to TV performance when spend spikes in a short window.
•    [11:00] When always-on advertising beats a flighting strategy.
•    [14:00] How upfronts add rigidity to media planning.
•    [16:00] When flighting does make sense for your brand.
•    [17:30] How to build a 2026 media plan that's both impactful and measurable.

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

Resources:
2026 Digiday Article: https://digiday.com/sponsored/how-a-precise-timing-structure-drives-material-differences-in-marketing-efficiency/

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 challenge the widely held belief that small brands survive on loyal, niche audiences. They reveal why reach, not loyalty, is the real driver of growth for tiny brands.

Topics covered:   
[01:20] "Tiny Brands, Big Challenges: The Limits of Loyalty and the Role of Penetration in Driving Growth"
[02:10] What counts as a tiny brand?
[04:20] Do tiny brands actually have more loyal customers?
[06:10] What growing tiny brands have in common
[07:20] Why loyalty follows growth, not the other way around
[08:00] Why tiny brands need to compete for the whole category 

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

Resources: 
Barker-Trowse, A., Dunn, S., Graham, C., Sharp, B., & Corsi, A. M. (2026). Tiny brands, big challenges: The limits of loyalty and the role of penetration in driving growth. Journal of Business Research, 204, 115864. https://doi.org/10.1016/j.jbusres.2025.115864 
 

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

Only 2.6% of board directors have marketing experience. So how is marketing really being evaluated at the top? And what can marketers do about it?

This episode, Elena, Angela, and Rob are joined by Marketing Architects CFO Brent Longwall to break down how finance actually evaluates marketing investments. They cover the root causes of tension between marketing and finance, what makes a marketing pitch credible to a CFO, and how to build a shared language across both functions. If you've ever struggled to justify a brand investment or earn trust with your finance team, this one's for you.

Topics covered: 
[01:45] Marketing's shrinking influence in the boardroom
[03:30] The core tension between marketing and finance time horizons
[07:00] The three numbers your CFO checks every month
[15:00] What makes a marketing investment credible vs. suspicious
[23:00] How marketers can speak the CFO's language
[25:00] What marketers should stop (and start) saying to finance 

 

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

Resources: 
Whitler, Kimberly & Krause, Ryan & Lehmann, Donald. (2018). When and How Board Members with Marketing Experience Facilitate Firm Growth. 10.1509/jm.17.0195?code=amma-site. 
 

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