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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
  • How Brands REALLY Grow with Dale Harrison

    How Brands REALLY Grow with Dale Harrison
    Jul 29 2025
    Marketing can't force people to buy what they don't need. According to Dale Harrison, 65-90% of market share within a category is determined by brand recall at purchase.

    This week, Elena and Rob are joined by Dale Harrison, former experimental physicist turned marketing effectiveness expert. Dale breaks down the NBD-Dirichlet model that governs consumer behavior, explains why most growth stories have nothing to do with brilliant marketing, and reveals why reach (not targeting) drives market share. Plus, learn about the mathematical reality behind brand loyalty and why your job as a marketer is to make subtle nudges, not force outcomes.

    Topics covered:
    • [04:00] Marketing as hacking brains, not forcing behavior
    • [13:00] The NBD-Dirichlet model explained through consumer purchase patterns
    • [22:00] Why brand loyalty is actually polyamorous repertoire buying
    • [26:00] Two ways brands grow: organic category growth vs. market share theft
    • [38:00] Effective CPM vs. total CPM and the targeting efficiency trap
    • [42:00] Share of voice correlation to market share success








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


    Resources:
    2024 LinkedIn Article: https://www.linkedin.com/pulse/how-marketing-creates-revenue-dale-w-harrison-84v7c/
    Dale Harrison’s LinkedIn: https://www.linkedin.com/in/dalewharrison/


    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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    47 m
  • Nerd Alert: Don't Age Out Your Audience

    Nerd Alert: Don't Age Out Your Audience
    Jul 24 2025
    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 assumption that older consumers stick with older brands. Real purchase data from over 88,000 grocery trips shows older shoppers buy a mix of brands based on size and relevance, not age or nostalgia.

    Topics covered:
    • [01:00] "Examining Older Consumers' Loyalty towards Older Brands in Grocery Retailing"
    • [02:00] What the data revealed about older shoppers
    • [04:00] Do these findings apply beyond grocery categories?
    • [05:00] Financial services and credit card research
    • [06:00] Cars, durables, and 25 years of cross-category data
    • [08:00] Your brand preferences are like your closet








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


    Resources:
    Phua, P., Kennedy, R., Trinh, G., Page, B., & Sharp, B. (2020). Examining older consumers’ loyalty towards older brands in grocery retailing. Journal of Retailing and Consumer Services, 54, 101893. https://doi.org/10.1016/j.jretconser.2019.101893:contentReference[oaicite:2]{index=2}


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

    The Dangers of "Wrong-Termism" with Liam Moroney
    Jul 22 2025
    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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    42 m
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