Nerd Alert: Brands in Unsafe Places

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how ads appearing next to offensive or harmful content can quietly erode consumer trust, and what marketers should do when it happens.

Topics covered:

[00:45] "Brands in Unsafe Places: Effects of Brand Safety Incidents on Brand Outcomes"
[02:00] What counts as a brand safety incident?
[04:00] How quickly does brand damage spread?
[05:00] Which brands are most at risk?
[06:00] Unsafe content versus negative content: there's a difference
07:00] How to respond when an incident occurs
To learn more, visit marketingarchitects.com/podcast
Resources: Grewal, L. S., Vana, P., & Stephen, A. T. (2025). Brands in unsafe places: Effects of brand safety incidents on brand outcomes. JMR, Journal of Marketing Research, 62(6), 981–1002. https://doi.org/10.1177/00222437251349522
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Видео Nerd Alert: Brands in Unsafe Places канала The Marketing Architects Podcast