References & Credits

Books & Published Texts (19)

• Better Brand Health (Oxford University Press, 2023)— Ch8
• Brand Leadership (Free Press, 2000)— Ch8
• Brand Thinking and Other Noble Pursuits (Allworth Press, 2011)— Ch4
• Competing Against Luck (Harper Business, 2016)— Ch2
• Eating the Big Fish (Wiley, 1999)— Ch10
• How Brands Grow (Oxford University Press, 2010)— Ch6
• How Customers Think (Harvard Business School Press, 2003)— Ch2
• Lemon: How the Advertising Brain Turned Sour (IPA, 2019)— Ch10
• Managing Brand Equity (Free Press, 1991)— Ch8
• Marketing and the Bottom Line (FT Prentice Hall, 2003)— Ch8
• Strategic Brand Management (Prentice Hall)— Ch3
• The 12 Powers of a Marketing Leader (McGraw-Hill, 2017)— Ch3
• The Advertising Budget (Heinemann, 1989)— Ch11
• The Anatomy of Humbug: How to Think Differently About Advertising (Matador, 2015)— Ch7
• The Choice Factory (Harriman House, 2018)— Ch2
• The Innovator's Dilemma (Harvard Business School Press, 1997)— Ch4
• The Long and the Short of It (IPA, 2013)— Ch3
• The Master and His Emissary (Yale University Press, 2009)— Ch10
• The Strategy and Tactics of Pricing (Prentice Hall)— Ch5

Academic Papers & Journal Articles (2)

• "Getting the Most Out of Advertising and Promotion" (Harvard Business Review, 1990)— Ch12
• "Recency Planning" (Journal of Advertising Research, 1997)— Ch11

That's What I Call Marketing — Podcast Episodes (49)

The guests whose insights inform this course gave their time and expertise generously. Their contributions are acknowledged here and throughout the Evidence and Perspectives sections.

• S1E1: Jon Goldstone — Crisps, Posh Spice, and the Power of Creativity— Ch1
• S1E6: Emer McCarthy — It's Not Luck, It's Insights— Ch2
• S1E7: Paul Feldwick — How to Play the Fame Game and Win— Ch7
• S1E8: Diarmuid McSweeney — How This Brand Grows— Ch9
• S1E9: Damian Devaney — Transformers, Marketers In Disguise— Ch1
• S1E14: Jonnie Cahill — There Was No Masterplan— Ch18
• S1E17: Anthony Fletcher — From Graze to Glaze— Ch4
• S2E1: Thomas Barta — The 12 Powers of a Marketing Leader— Ch18
• S2E3: Jenni Romaniuk — Better Brand Health— Ch3
• S2E6: Debbie Millman — Why Design Matters— Ch4
• S2E7: Andy Nairn — The Art and Science of Luck— Ch10
• S2E9: James Hurman — Creatively Creating Future Demand— Ch7
• S2E11: Jon Lombardo — B2B Marketing and Building It Over Time— Ch13
• S2E14: Rita Kirwan — Aldi, I Absolutely Love What I Do— Ch5
• S2E15: Live at the European Sponsorship Association— Ch14
• S2E16: Peter Field — Ten Years on: The Long and Short of It— Ch7
• S2E18: Chris Allan — Tooheys, A New Lease of Life— Ch5
• S2E19: Sherilyn Shackell — The Marketing Academy— Ch17
• S2E22: The Distinctiveness Episode— Ch9
• S2E25: Caroline Donnellan — Live at HubSpot House: Sky Ireland— Ch6
• S2E30: Making the Most of Your Media— Ch11
• S2E31: Daragh Persse — Who Won the World Cup— Ch14
• S2E32: Connor Archbold — Brand Health For Everyone— Ch2
• S3E1: Dom Dwight — Proper Marketing— Ch1
• S3E2: Maryrose Lyons — AI and Marketing— Ch16
• S3E3: Margaret Molloy — Mastering Simplicity— Ch3
• S3E8: Karen Nelson-Field — The Attention Economy— Ch10
• S3E10: Tom Roach — The Power of Marketing Effectiveness— Ch8
• S3E27: Mark Ritson — The Cannes Sessions— Ch9
• S3E35: Prof. Koen Pauwels — Advertising: The Weak Force— Ch11
• S3E39: Andrew Haussegger — The B2B Power Shift— Ch13
• S3E42: Making Sponsorships Bloom— Ch14
• S3E46: Sarah Higgins — Craft and Creativity: Elevating B2B Marketing— Ch13
• S3E47: WARC's Imaad Ahmed — Marketers 2025 Toolkit— Ch17
• S4E1: Gráinne Wafer — Inside Diageo: The Untold Challenges Behind Iconic Brands— Ch18
• S4E3: Will AI Uproot the Creative Industry?— Ch16
• S4E6: Gary McLaughlin — Behind the Bottle: The Untold Risks and Triumphs of Glendalough's Global Gamble— Ch6
• S4E7: Jonelle Ricketts — Behind the Swedish Curtain: IKEA in Canada— Ch6
• S4E11: Richard Shotton — Hacking The Human Mind— Ch2
• S4E14: Stephanie Parry — The Future of Marketing Is Messy— Ch3
• S4E19: Jenn Carkner, Kellogg's — Backing the Bird— Ch4
• S4E20: Wendy Walker — B2B Creativity that Drives Growth from Brand to Demand— Ch13
• S4E22: Sir John Hegarty — The Business of Creativity— Ch8
• S4E23: AI and the Evolution of Search — Building a Legacy Series— Ch16
• S4E26: Mark Ritson — The Biggest Mistakes Marketers Still Make— Ch5
• S5E1: Wael Jabi — What KitKat Gets Right About Attention, Breaks and Consistency— Ch11
• S5E3: Francois Bazini — The Tensions Every Brand CEO Has to Manage— Ch17
• S5E4: Karen Nelson-Field and Adam Morgan — The Eye-Watering Cost of Dull Media and Creative— Ch10
• S5E6: Orla Mitchell — Marketing Masterclass— Ch17

Research Organisations & Institutions

The following organisations produce the research evidence that this course is built on.

• Ehrenberg-Bass Institute — University of South Australia. Brand growth science, penetration evidence, distinctive assets.
• IPA (Institute of Practitioners in Advertising) — IPA Databank effectiveness research, Binet & Field analysis.
• WARC — Strategy Toolkits, Best Practice guides, Marketing Truths series.
• Kantar / BrandZ — Brand equity measurement, pricing power research.
• System1 — Creative effectiveness measurement, Creative Ladder, Orlando Wood's research.
• Amplified Intelligence — Karen Nelson-Field's attention measurement research.
• LinkedIn B2B Institute — B2B marketing effectiveness, 95:5 rule (with Ehrenberg-Bass).
• Analytic Partners — ROI Genome, Multiplier Effect research.
• American Marketing Association — Definition of marketing, foundational discipline frameworks.