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 effectivenessTo 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-dilemmasGet more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.