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 when brands should evolve their messaging versus refreshing their creative execution, and why the right answer depends entirely on how old your brand is.
Topics covered:
- [01:00] "Should You Change Your Ad Messaging or Execution? It Depends On Brand Age
- [02:00] Message versus execution: what's the difference?
- [04:00] Why younger brands benefit from changing their message
- [05:00] Why mature brands should protect their core positioning
- [06:00] The formula for older brands: keep the promise, change the packaging
To learn more, visit
marketingarchitects.com/podcastResources: Pauwels, K., Sud, B., Fisher, R., & Antia, K. (2022). Should you change your ad messaging or execution? It depends on brand age. Applied Marketing Analytics, 8(1), 43–54.
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