ep2 // Learn to unLearn

Marketing is full of things we had to unlearn. In this episode of the brandLingual podcast, Baiba Matisone and Christopher Owens explore the tension between intuition-led marketing (storytelling, positioning, creativity) and evidence-based marketing (mental availability, distinctive assets, market behavior). Most marketers weren’t trained in marketing science. We learned through experience, frameworks, and ideas that sounded right, but often don’t hold up in real markets. This conversation gets into: • why strategies that feel right often fail to drive growth • what happens when evidence contradicts instinct • common marketing myths around differentiation, positioning, and persuasion • how brands actually grow through memory, reach, and availability If you’ve ever struggled to explain why something worked, or didn’t, this episode will feel familiar. This isn’t about choosing sides. It’s about learning to operate in the messy middle, where intuition meets evidence, and building real marketing fluency. New episodes every Tuesday. Explore courses and resources: https://www.brandlingual.co Referenced in this episode: • Tom Roach – NBD and market shape • Ehrenberg-Bass Institute for Marketing Science • How Brands Grow – Byron Sharp • Helen Edwards – Eat Your Greens