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The Marketing Architects

The Marketing Architects

De: Marketing Architects
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Introducing a research-first podcast that builds revenue, not condos.

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.Marketing Architects Economía Exito Profesional Marketing Marketing y Ventas
Episodios
  • Nerd Alert: How Brands Grow: The Book That Changed Marketing

    Nerd Alert: How Brands Grow: The Book That Changed Marketing
    Mar 26 2026
    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.
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    16 m
  • The Hidden Cost of Media Flighting

    The Hidden Cost of Media Flighting
    Mar 24 2026
    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.
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    21 m
  • Nerd Alert: How Tiny Brands Grow

    Nerd Alert: How Tiny Brands Grow
    Mar 19 2026
    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.
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    11 m
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