All Reach Is Not Created Equal (Plus Distinctiveness Vs Differentiation) - Felipe Tomaz from Oxford, Tom Roach from Jellyfish

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Sweathead, A Strategy Podcast

Mark Pollard

522 episodes

1 week ago

How do you get good at strategy? Whether you’re into brand strategy, advertising strategy, digital strategy, social media strategy, or you just love doing strategy but you get frustrated at how people use the word, Sweathead will help you delve into the practices and minds of some of the world’s most wonderful strategists. We're in our sixth year and have surpassed 1,500,000 listens! Hit SUBSCRIBE, tell your friends, and leave a kind rating. Real-time action is @markpollard and @sweathead. You can find strategy classes and "Strategy Is Your Words" here: http://www.sweathead.com.

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All Reach Is Not Created Equal (Plus Distinctiveness Vs Differentiation) - Felipe Tomaz from Oxford, Tom Roach from Jellyfish

Sweathead, A Strategy Podcast

50 minutes 20 seconds

1 year ago

All Reach Is Not Created Equal (Plus Distinctiveness Vs Differentiation) - Felipe Tomaz from Oxford, Tom Roach from Jellyfish

Felipe Tomaz is Associate Professor of Marketing at the Saïd Business School at University of Oxford.

He's about to publish a paper in the Journal of Marketing after analyzing 1,000 campaigns and a million customer journeys via Kantar and Wavemaker.

With this paper, he'll be showing that "not all reach is created equal" as well as how few campaigns are actually effective.

I invited Tom Roach to join me for this chat.

Links

Felipe: https://www.linkedin.com/in/drfelipethomaz

Tom: https://www.linkedin.com/in/tom-roach-5b468026/

Mark: http://www.instagram.com/markpollard

For strategy training, check out http://www.sweathead.com