7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

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Episode 29

7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

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

Resources:

Connect with Mary

2023 Kantar Report

Today's Hosts

Elena Hengel image

Elena Hengel

VP of Marketing

Angela Voss image

Angela Voss

CEO

Mary Kyriakidi image

Mary Kyriakidi

Global Thought Leader at Kantar

Episode 29

7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

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?

7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi

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

Resources:

Connect with Mary

2023 Kantar Report

Today's Hosts

Elena Hengel

VP of Marketing

Angela Voss

CEO

Mary Kyriakidi

Global Thought Leader at Kantar

Subscribe on

Enjoy this episode? Leave us a review.

All Episodes