Only 40% of Fortune 500 marketing leaders actually hold the title Chief Marketing Officer. But average CMO tenure is now 4.3 years, up from last year. So is the CMO role really disappearing? 

New research from Spencer Stuart challenges the "CMO decline" narrative everyone loves to share. This week, Elena and Angela explore why this story gained traction, what effective marketing leadership looks like today, and how first-time CMOs can stay relevant. Plus, they share which brands they'd love to lead for one year. 

Topics covered: 

• [01:00] Spencer Stuart's 2025 Fortune 500 CMO research findings
• [07:00] Only 40% of marketing leaders use the CMO title
• [10:00] Should CMOs handle roles beyond traditional marketing?
• [12:00] What effective marketing leadership looks like today
• [17:00] Biggest challenge facing first-time CMOs
• [22:00] How companies should treat the CMO role differently 

 





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Resources: 
2025 Spencer Stuart Report: https://www.spencerstuart.com/research-and-insight/cmo-tenure-study-2025-the-evolution-of-marketing-leadership
 

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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 reveal how third-party audience targeting often delivers worse accuracy than random guessing, with demographic targeting hitting the right audience only 24.4% of the time compared to 26.5% accuracy from random targeting.

Topics covered:   

• [01:00] "How Effective is Third Party Consumer Profiling and Audience Delivery"
• [02:00] The difference between first-party and third-party data
• [04:00] Study results: 59% accuracy sounds good until you learn random targeting hits 26.5%
• [05:00] Raw data accuracy drops to worse than random at 24.4%
• [07:00] Interest-based targeting performs better than demographic targeting
• [08:00] Third-party audiences are "economically unattractive" 

 





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Resources: 
Lambrecht, A., Tucker, C., & Wiertz, C. (2019). How effective is third-party consumer profiling and audience delivery? Evidence from field studies. Marketing Science Institute Working Paper Series, 19-105. 
 

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On average, brand equity accounts for over 30% of a company's value, yet most marketers still chase vanity metrics instead of measuring what drives real business results.

This week, Elena, Angela, and Rob are joined by Kantar's Mary Kyriakidi to unpack findings from Kantar's Diary of a CMO Report. Mary explains why meaningful difference beats distinctiveness alone, how brands can build pricing power instead of defaulting to promotions, and what separates successful CMOs in the boardroom. Plus, learn about Kantar's meaningful, different, and salient framework and why brand equity should be treated as a financial asset.

Topics covered: 

• [04:00] Why meaningful difference drives growth beyond distinctiveness alone
• [09:00] How Kantar's meaningful, different, and salient framework works
• [14:00] The promotion trap that destroys pricing power and brand equity
• [16:00] How brands build pricing power through meaningfulness and difference
• [21:00] What CMOs need to gain credibility in the boardroom
• [23:00] Common mistakes when measuring brand performance 

 





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Resources: 
Kantar’s Diary of a CMO Report: https://www.kantar.com/campaigns/diary-of-a-cmo
Mary Kyriakidi’s LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/?originalSubdomain=uk
 

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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 reveal how perceived brand simplicity creates higher consumer expectations that backfire when failures occur. They explore why simple brands face harsher judgment than complex ones when things go wrong.

Topics covered: 

• [01:00] "Keep It Simple: Consumer Perceptions of Brand Simplicity and Risk"
• [02:00] Simplicity versus vagueness in marketing
• [03:00] How simple brands create lower risk perceptions
• [04:00] YouTube TV's confusing interface betrays simple expectations
• [05:00] Mental simplicity equals fewer moving parts
• [06:00] The white couch analogy for brand disappointment 

 




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Resources: 
Light, N., & Fernbach, P. M. (2024). Keep it simple? Consumer perceptions of brand simplicity and risk. Journal of Marketing Research. https://doi.org/10.1177/00222437241248413
 

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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 

 





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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/
 

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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 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 

 





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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}  
 

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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 

 





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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/
 

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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 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 

 





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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}  
 

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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 

 





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Resources:  
2019 MarketingWeek Article: https://www.marketingweek.com/adidas-marketing-effectiveness/
2019 Institute of Practitioners in Advertising Video: https://www.youtube.com/watch?v=rbT8TqBUgOs
Simon Peel’s LinkedIn: https://www.linkedin.com/in/simon-peel-28a83215/?originalSubdomain=uk 



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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 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 

 





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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 
 

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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. 

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 the true cost of turning off advertising spend. They explore research across 365 US brands showing market share declines by 10% after one year, 20% after two years, and 30% after four years of going dark.

Topics covered: 

• [01:00] "When Brands Go Dark: A Replication and Extension"
• [02:00] Market share drops 10% after one year of going dark
• [04:00] Brand size and trajectory predict decline severity
• [05:00] Low frequency categories suffer most without advertising
• [06:00] Light buyers are first to forget your brand
• [07:00] Mental availability matters more than shelf availability 

 





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Resources: 
Phua, P., Hartnett, N., Beal, V., Trinh, G., & Kennedy, R. (2023). When brands go dark: A replication and extension. Journal of Advertising Research, 63(2), 172–184. https://doi.org/10.2501/JAR-2023-009 
 

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AI agents heavily rely on structured data like pricing and star ratings while largely ignoring flashy visuals or banners. Traditional SEO strategies may actually harm your chances of being recommended by AI systems.

This week, Elena and Rob are joined by Jonathan Elfreich, Head AI Architect at Misfits and Machines, to explore how AI is changing marketing. From SEO to GEO optimization to AI-driven TV advertising, learn what marketers need to know about preparing for a world where machines make purchasing decisions.

Topics covered: 

• [04:00] How AI differs from automation and learns from data 
• [09:00] Why traditional SEO strategies harm AI citation results 
• [14:00] Building brand memories in AI systems like ChatGPT 
• [18:00] How well-known brands have advantages in AI recommendations 
• [21:00] Short-term changes happening in TV advertising with AI 
• [24:00] Long-term vision for personalized, generated TV content 
• [28:00] The importance of targeting and mass customization 

 





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Resources:  
2025 AdExchanger Article: https://www.adexchanger.com/data-driven-thinking/marketing-to-machines-a-new-performance-strategy-in-the-age-of-ai-agents/
 

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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 why animal images consistently create more favorable attitudes toward ads and brands than human models. They reveal how biophilia, pet love, and trust drive effectiveness. Plus learn when using animals can backfire.

Topics covered:   

• [01:00] "Effectiveness of Animal Images and Advertising"
• [02:00] Biophilia drives receptiveness to animal ads
• [03:00] Pet lovers smile more at animal advertisements
• [04:00] Baby animals trigger caretaking reflexes
• [06:00] Animals project trustworthiness onto brands
• [08:00] When animals backfire as consumer stand-ins 

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

Resources: 
Keller, B., & Gierl, H. (2020).Effectiveness of animal images in advertising. Marketing ZFP–Journal of Research and Management, 42(1), 3–32. https://doi.org/10.15358/0344-1369-2020-1-3 
 

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This week, we’re resharing a top episode from the archive. Originally recorded a year ago, this episode features the one and only Mark Ritson and remains one of our most popular episodes to-date. Enjoy, and we’ll be back with new content next week!

This episode, Elena, Angela, and Rob are joined by professor, consultant, and columnist Dr. Mark Ritson. Based on his experience as both a marketing academic and practitioner, Mark shares his thoughts on the state of marketing effectiveness in the US, what we can learn from the history of marketing, and the importance of balancing research with active testing to discover marketing strategies that really work.

Topics covered:   

• [04:30] What is marketing effectiveness?
• [07:30] Why Mark created the Mini MBA
• [15:00] How AI will change the future of advertising
• [17:15] Why marketers undervalue TV advertising
• [21:00] The differences between effectiveness and marketing science
• [29:30] Marketing fundamentals don’t change 

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

Resources: 
2023 MarketingWeek Article: https://www.marketingweek.com/effectiveness-ignorance-american-marketing/
 

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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 brand betrayal triggers actual psychological pain and revenge-seeking behavior, making betrayed customers far more dangerous than merely dissatisfied ones.

Topics covered:  

• [01:00] "Insights into the Experience of Brand Betrayal: From What People Say and What The Brain Reveals"
• [02:00] When brands don't disappoint but actually betray
• [03:00] Brand betrayal creates deep psychological loss
• [05:00] Brain scans reveal betrayal activates pain centers
• [07:00] How Domino's recovered from brand betrayal 

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

Resources: 
Reimann, M., MacInnis, D. J., Folkes, V. S., Uhalde, A., & Pol, G. (2018). Insights into the experience of brand betrayal: From what people say and what the brain reveals. Journal of the Association for Consumer Research, 3(2), 240–254. https://doi.org/10.1086/697077 


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At any given time, 95% of potential B2B buyers aren't in-market for your product. Only 5% are actively shopping. Most people your ads reach won't buy anytime soon.

This week, 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 the fundamental principle 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 

 





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Resources: 
John Dawes: The 95:5 Rule: https://johndawes.info/the-955-rule/ 
Tyrona Heath: Why You Should Follow The 95-5 Rule: https://tyronaheath.com/2022/08/11/why-you-should-follow-the-95-5-rule/
 

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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 dynamic retargeting ads often underperform generic brand ads. They discover that timing and customer readiness matter more than personalization.

Topics covered:   

• [01:00] "When Does Retargeting Work? Information Specificity in Online Advertising"
• [04:00] Why personalized ads can underperform generic ones
• [05:00] Customer journey signals that predict ad effectiveness
• [06:00] Review site visits as high-intent indicators
• [09:00] Broad reach versus moment marketing strategies
• [11:00] Lab study confirms field experiment results 

 





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

Resources: 
Lambrecht, A., & Tucker, C. (2013). When does retargeting work? Information specificity in online advertising. Journal of Marketing Research, 50(5), 561–576. https://doi.org/10.1509/jmr.11.0503 
 

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Most B2B marketers completely misunderstand what brand advertising is supposed to do. They conflate brand narrative with brand advertising, trying to make one execution do both jobs. 

This week, Elena, Angela, and Rob are joined by Matt Maynard, VP of Global Brand and Advertising at Asana. Matt shares how he went from journalism to marketing thought leadership without taking a single marketing class. He digs into the dangerous defaults B2B marketers fall into, from pipeline obsession to customer story overuse. Plus, learn why brand advertising and brand narrative are two completely different things that most companies wrongly conflate. 

Topics covered: 

• [02:00] Matt's journey from journalism to self-taught marketer
• [08:00] Why brand marketing is having an identity crisis in B2B
• [13:00] Translating marketing effectiveness theory into practice
• [18:00] Managing product-led and sales-led growth motions
• [22:00] Reframing the 95-5 rule as increasing your odds
• [25:00] What "responsible reach" means for brand marketing
• [31:00] Why customer stories don't belong in brand advertising
• [35:00] The difference between brand narrative and brand advertising 

 





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-applicable-b2b-marketing/
Matt Maynard’s LinkedIn: https://www.linkedin.com/in/mattmaynard/
Asana: https://asana.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 attention metrics reveal the true value of media platforms. They discover that not all impressions deliver equal attention and learn why excess share of voice works best when paired with high-attention media placement.

Topics covered:   

• [01:00] "Attention and Effectiveness to ESOV and Beyond, Part Two"
• [02:00] Not all media impressions are created equal
• [04:00] How attention varies by platform and pricing gaps
• [05:00] Active vs. passive attention and the 2.5-second rule
• [07:00] Attention elasticity amplifies creative performance
• [08:00] ESOV still works, but placement matters 

 





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

Resources: 
Brittain, R., & Field, P. (2023). Attention and Effectiveness: To ESOV and Beyond Part II. Advertising Council Australia. https://advertisingcouncil.org.au 
 

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