1d:I[2890,["266","static/chunks/870fdd6f-4fcc92c129a57d11.js","970","static/chunks/970-91a3a37cc668faba.js","857","static/chunks/857-3b2a1421afa266d2.js","965","static/chunks/app/podcasts/episode/%5BpodcastEpisodeGuid%5D/page-e939c6b91b4a25d4.js"],"default"] 1e:I[1318,["266","static/chunks/870fdd6f-4fcc92c129a57d11.js","970","static/chunks/970-91a3a37cc668faba.js","857","static/chunks/857-3b2a1421afa266d2.js","965","static/chunks/app/podcasts/episode/%5BpodcastEpisodeGuid%5D/page-e939c6b91b4a25d4.js"],"default"] 1f:T672,How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand?

This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.

Topics covered:

[02:30] How common debates in marketing inspired Kantar’s report
[03:45] ROI is only part of accurate marketing measurement
[08:00] The role of brand in driving future buyers
[13:30] How to measure and evaluate brand equity
[18:00] Difference vs differentiation in building brand
[23:00] The future of marketing effectiveness

To learn more, visit marketingarchitects.com/podcast.

Resources:
Connect with Mary: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/
2023 Kantar Report: https://www.kantar.com/campaigns/modern-marketing-dilemmas

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Episode description

7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

Episode description