The Marketing Architects

This week, we're resharing a top episode from the archive. Originally recorded a year ago, this episode on the 95/5 rule remains one of our most popular. Enjoy, and we'll be back with new content next week! This episode, 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 it 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 To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: The 95:5 Rule: https://www.linkedin.com/pulse/955-rule-john-dawes/Why You Should Follow The 95-5 Rule: https://www.linkedin.com/pulse/why-you-should-follow-95-5-rule-tyrona-heath/ Calculate your in-market audience: mymarketcalculator.comGet more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

A lively breakdown of Byron Sharp’s research on why market penetration beats loyalty. They unpack the Law of Double Jeopardy and why light buyers matter more than you think. Conversation covers mental vs physical availability and why distinctiveness trumps fancied differentiation. Ends with four practical takeaways marketers can apply right away.

Jordan Rosler, VP of Media Analytics known for TV media buying and measurement, breaks down why concentrated media peaks can backfire. He unpacks marginal versus blended ROI. Short spikes, upfronts, shoulder weeks, always-on strategies, and how to plan measurable 2026 media are all discussed in clear, practical terms.

They debunk the idea that tiny brands survive on niche loyalty and show loyalty often lags growth. They explain how reach and penetration, not repeat buyers, drive market share gains. They define what counts as a tiny brand and highlight when niche strategies might still work. They recommend competing for the whole category rather than narrowing appeal.

Brent Longvall, CFO who shapes financial strategy and evaluates marketing investments. He explains why marketing and finance clash, the three monthly metrics CFOs watch, and what makes a marketing investment credible. Short practical advice on pitching brand versus acquisition and building a shared language between functions.

They unpack research on perceived ad overload and why social feeds feel overwhelming. Two psychological theories explain why people tune out paid messages. Measurement methods from a 450-person survey are highlighted. The conversation shows platform fatigue, not ad quality, drives avoidance and compares why TV breaks avoid the same problem.

Tiny brands don't grow through loyalty. They grow through penetration. A study of 400+ brands found that growing brands increased penetration by 135%, compared to just 26% growth from purchase frequency. So where should marketers invest first?This episode, Elena, Angela, and Rob introduce the MOO, a seven-step Marketing Order of Operations that gives marketers a clear priority sequence for building effectiveness, from defining the competitive playing field to communicating results internally. The team also covers why even small brands can't afford to ignore marketing effectiveness principles and how to balance short-term performance with long-term brand building.Topics covered: [01:00] Research on tiny brands debunks the loyalty-first growth myth[05:00] Step 1: Define your competitive playing field and category buyers[07:30] Step 2: Build distinctive brand assets that make your brand recognizable[12:30] Step 4: Choose channels for both short- and long-term growth[15:00] Step 5: Build a measurement system that matches your objectives[19:30] Step 7: Communicate results in the language of the business  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2026 Money Guy Article: https://moneyguy.com/guide/foo/Alicia Barker-Trowse, Steven Dunn, Charles Graham, Byron Sharp, Armando Maria Corsi, Tiny brands, big challenges: The limits of loyalty and the role of penetration in driving growth, Journal of Business Research, Volume 204, 2026, 115864, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2025.115864.   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 why sustainability advertising is so hard to get right and what brands can do to close the gap between what consumers say they value and what they actually buy.Topics covered:   [00:55] "Sustainability Advertising: A Literature Review and Framework for Future Research"[01:50] The gap between sustainable intent and action[04:00] The three levers of sustainability advertising: ad context, source characteristics, and message design[05:30] Why consumers don't trust sustainability claims and when third-party cues help[06:15] The sustainability liability: when "eco-friendly" hurts perceived performance[07:40] What brands can do to make sustainability messaging actually work  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Rathee, S., & Milfeld, T. (2023). Sustainability advertising: Literature review and framework for future research. International Journal of Advertising. https://doi.org/10.1080/02650487.2023.2175300 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

They dive into how trust is now personal and earned through real experiences, not just messages. Conversations cover why marketing promises fall short and where brands most often break trust. They explore the moment brand actually happens at purchase, plus how TV, sound, scent and creative choices bridge ads with in-person experiences. Real brand examples illustrate these points.

They explain why stories that are easy to picture make ads and brands more likable. They break down the four stages of how people process ads and highlight why matching visuals matter. They compare familiar versus novel story scenarios and offer practical tips to make ads easier to imagine. They debate when relatability or novelty wins in advertising.