For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation. This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica ...
Nov 19, 2024•39 min•Ep 87•Transcript available on Metacast 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 brands have lost their cultural authority and face growing consumer resistance. They discuss why authenticity matters more than ever and what it means for marketing strategy. Topics covered: [01:00] "Why Do Brands Cause Trouble? A D...
Nov 14, 2024•14 min•Ep 34•Transcript available on Metacast 86% of Grammarly's marketing team reports that AI prompt generation tools have positively impacted their productivity. But how should marketers balance AI efficiency with maintaining brand voice and authenticity? This week, Elena and Angela are joined by Lena Waters, CMO at Grammarly, to discuss how AI is transforming marketing. Together, they explore the evolution of AI tools in marketing, why brand building matters more than ever in the age of AI, and how marketers can effectively measure succ...
Nov 12, 2024•35 min•Ep 86•Transcript available on Metacast 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 the difference between brand loyalty and repeat purchasing. They discuss how brands can misinterpret habitual buying as true loyalty. Topics covered: [01:00] "Brand Loyalty Versus Repeat Purchasing Behavior" [02:00] Examples of brand lo...
Nov 07, 2024•12 min•Ep 33•Transcript available on Metacast Brands are spending 3X too much on social media according to new analysis of data from 140 advertisers. The research suggests social spend should drop from 13% to just 4% of media budgets, with the difference reallocated to more effective channels like TV. This week, EssenceMediacom UK's Chief Strategy Officer Richard Kirk joins Elena, Angela, and Rob to explore research on media effectiveness. They discuss why marketers overvalue digital channels, the resurgence of TV advertising, and how strea...
Nov 05, 2024•24 min•Ep 85•Transcript available on Metacast 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 Halloween special, Elena and Rob explore the impact of fear-based messaging in advertising and public health campaigns. They discuss when fear appeals are most effective and how to strike the right balance. Topics covered: [01:00] "Appealing to Fear: A Meta-Analysis ...
Oct 31, 2024•13 min•Ep 32•Transcript available on Metacast Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers. This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power of TV advertising, and why marketers need to focus on long-term brand building. Plus, learn why "waste" in advertising can actually be a ...
Oct 29, 2024•45 min•Ep 84•Transcript available on Metacast 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 investments in brand value directly and indirectly boost profitability and market value. Using Amazon as a case study, they discuss the importance of balanced marketing investments even in the face of economic uncertainty. Topics co...
Oct 24, 2024•10 min•Ep 31•Transcript available on Metacast 90% of CEOs believe they understand marketing's benefits, but only 50% of CMOs agree. This misalignment can significantly impact a brand's growth potential. This week, Elena, Angela, and Rob dive into the complexities of the CEO and CMO relationship. They explore common challenges, signs of disconnect, and strategies for building a partnership that drives business results. Plus, test your knowledge of famous marketing decisions in our CEO vs. CMO quiz. Topics covered: [02:00] McKinsey research o...
Oct 22, 2024•22 min•Ep 83•Transcript available on Metacast 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 personality traits influence consumer responses to personalized ads, revealing key insights for marketers crafting targeted campaigns. Topics covered: [01:00] "Personality and Psychological Predictors of Instagram Personalized Ad Av...
Oct 17, 2024•10 min•Ep 30•Transcript available on Metacast AI is transforming marketing faster than any one person can keep up. But is the technology living up to the hype, or are we entering a "trough of disillusionment"? This week, Elena and Rob are joined by Chuck Hengel, Executive Chairman of Misfits and Machines, to explore practical AI use cases in marketing today and exciting possibilities for tomorrow. From AI-powered sales coaching to automated brand management, discover how AI is reshaping the marketing landscape and how you can use it to driv...
Oct 15, 2024•31 min•Ep 82•Transcript available on Metacast 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 our brains respond to advertisements at a neural level. They discuss the relationship between emotional arousal and ad effectiveness, revealing insights that challenge conventional wisdom about likability and memorability in adverti...
Oct 10, 2024•13 min•Ep 29•Transcript available on Metacast Marketing a 135-year-old B2B brand comes with unique challenges. How do you honor rich history while embracing modern trends? And how can marketing shift from a cost center to a revenue driver in a traditional B2B environment? Chelsea Sumrow, CMO of First American Title and Insurance, joins Elena and Rob to tackle these questions head-on. She shares her strategy for transforming marketing at an established brand, balancing heritage with innovation, and proving marketing's value to the bottom lin...
Oct 08, 2024•33 min•Ep 81•Transcript available on Metacast 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 Marketing Architects' new report on TV advertising effectiveness, revealing surprising insights about the current state and future of TV. Topics covered: [00:50] "TV's Future is Much More Than Connected" [03:00] When was TV's golden era...
Oct 03, 2024•16 min•Ep 28•Transcript available on Metacast Brand spending on market research has been steadily declining, with the latest IPA report showing a 2.9% drop. Why are marketers shying away from one of the best ways to better understand their audience? This week, Elena and Rob talk with Sarah Jordan, CMO of Constant Contact, about the importance of audience research for B2B marketers. Sarah shares insights on marketing to small businesses, measuring marketing's impact on growth, and why she believes the concept of "marketing-generated vs. sale...
Oct 01, 2024•28 min•Ep 80•Transcript available on Metacast 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 a brand's customer age profile impacts its success. They discuss why attracting both young and old consumers is crucial for long-term growth and stability. Topics covered: [00:55] "Ageism Kills Brands" [01:55] New brands attract you...
Sep 26, 2024•9 min•Ep 27•Transcript available on Metacast 90% of buyers choose from their initial shortlist of vendors. How can marketers ensure their brand makes it to that list? This week, Elena, Angela, and Rob are joined by Jason Ing, CMO of Gusto, to discuss timeless marketing principles that work across B2B and B2C. Jason shares insights from his experience at P&G, Microsoft, Amazon, and now Gusto on building distinctive brands, measuring marketing effectiveness, and creating customer-centric campaigns that drive growth. Topics covered: [01:0...
Sep 24, 2024•50 min•Ep 79•Transcript available on Metacast 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 research challenging the common belief that focusing on heavy buyers is key to driving sales. They discuss how light buyers and non-buyers often hold the most untapped potential for brand growth. Topics covered: [00:45] "Where is the Br...
Sep 19, 2024•7 min•Ep 26•Transcript available on Metacast Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect? This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn...
Sep 17, 2024•31 min•Ep 78•Transcript available on Metacast 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 sophisticated advertising algorithms can skew A/B test results, potentially leading marketers to draw misleading conclusions about ad performance. Topics covered: [00:45] "Where A-B Testing Goes Wrong” [02:00] Divergent delivery in ...
Sep 12, 2024•9 min•Ep 25•Transcript available on Metacast Only 61% of marketing metrics tracked are meaningful to business, brand, and performance. The rest? Vanity metrics. What happens when marketers focus on the wrong numbers? This week, Elena’s joined by VP Analytics Matt Hultgren to discuss the perils of marketing misattribution. They explore how overvaluing certain metrics can lead to wasted budgets and misguided strategies. Matt shares insights on identifying misattribution, its consequences, and practical steps to improve measurement accuracy. ...
Sep 10, 2024•26 min•Ep 77•Transcript available on Metacast 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 the content of TV shows influences viewer perceptions of advertisements. They discuss new research on the "halo effect," and its implications for ad effectiveness across different TV genres. Topics covered: [01:00] "The Influence of...
Sep 05, 2024•9 min•Ep 24•Transcript available on Metacast 95% of iOS users opt out of ad tracking. A judge ruled Google acted illegally to maintain its search monopoly. And the company backtracked on plans to eliminate third-party cookies... A lot is happening in the world of search. This week, Elena, Angela, and Rob explore the changing landscape of search marketing. They discuss Google's evolving role, the effectiveness of targeting strategies, and how AI chatbots are reshaping search behavior. Learn how to prepare your brand for a future where consu...
Sep 03, 2024•29 min•Ep 76•Transcript available on Metacast 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 recent data on CMO tenure, revealing that the role may be more stable than commonly perceived. They discuss surprising statistics about tenure length, differences between B2B and B2C brands, and career progression for CMOs. Topics cover...
Aug 29, 2024•8 min•Ep 23•Transcript available on Metacast Brand extensions gain an average of 8.3% more market share and have 8.7% lower advertising costs compared to new brands entering a category. But they also come with risks. This week, Elena, Angela, and Rob explore the world of brand extensions. They discuss research on what makes extensions succeed or fail, share examples of extensions gone right (and very wrong), and debate whether Dyson's new headphones are genius or folly. Plus, learn why Lego might be the greatest brand extension success sto...
Aug 27, 2024•28 min•Ep 75•Transcript available on Metacast 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 influencer marketing’s success hinges on aligning the right influencer with the right product for the right audience. Topics covered: [01:05] “Understanding Influencer Marketing: The Role of Congruence Between Influencers, Products a...
Aug 22, 2024•12 min•Ep 22•Transcript available on Metacast Patagonia. Dove. Ben & Jerry’s. These are just some of the brands that have leaned into purpose-led messaging over the last decade. But could brand purpose be just another marketing trend that misses the mark? In this episode, Elena, Angela, and Rob discuss the rise of brand purpose and its effectiveness as a marketing strategy. They explore the history of corporate social responsibility, debate whether purpose-driven campaigns really drive results, and share examples of brands that get it r...
Aug 20, 2024•25 min•Ep 74•Transcript available on Metacast 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 discuss how dynamic content in video ads captures and holds attention, emphasizing that movement and change are crucial for making ads more engaging and memorable. Topics covered: [00:45] “Influence of Dynamic Content on Visual Attention During...
Aug 15, 2024•11 min•Ep 21•Transcript available on Metacast Up to 50% of business value comes from brand. Plus, strong brands tend to outperform the stock market, justify higher prices, and drive customer loyalty. So why is brand building often seen as nothing more than an extra cost? In this episode, Elena, Angela, and Rob dig into the real value of brand. They explore how to measure brand's impact, creative best practices for building brand, and which channels are most effective for brand building. Plus, hosts test their knowledge with a quick quiz on ...
Aug 13, 2024•27 min•Ep 73•Transcript available on Metacast 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 discuss how sponsoring sports events can boost brand perception and sales. They explore the importance of engaging participants in experiential marketing. Topics covered: [00:40] “An Empirical Exploration of Sports Sponsorship” [01:40] Sponsori...
Aug 08, 2024•10 min•Ep 20•Transcript available on Metacast 
