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 harsh truth about marketers' ability to judge their own brand elements. They explore why we're terrible at predicting how consumers will respond to our logos, colors, sounds, and taglines.
Topics covered:
- [01:00] "Assessing Branding Strength: Comparing Marketer Judgment and Consumer Data for Brand Identity Elements"
- [02:00] Only 2% of marketer predictions are accurate
- [04:00] Why we love our brands like our own dogs
- [05:00] When marketers actually get it right
- [06:00] Why teams beat individuals at brand judgment
- [07:00] Don't trust your gut alone
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Graham, C., & Lowrey, T. M. (2023). Assessing branding strength: Comparing marketer judgement and consumer data for brand identity elements. International Journal of Research in Marketing, 40(4), 977–996.
https://doi.org/10.1016/j.ijresmar.2023.06.006 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.