Welcome to the Sleeping Barber podcast with your hosts, Marc Binkley and Vassilis Douros. The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes. In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about.
We're back with another episode from the Croisette — and today, we unpack a busy (and very hot) Day 4 at Cannes Lions.Marc and Vassilis reflect on a standout presentation by Mark Ritson, who laid out three pillars for marketing effectiveness: fluency, emotion, and time — and challenged long-held assumptions about personalization, ad wearout, and brand purpose.They're also joined by Vanessa Chin, SVP of Marketing and Josh Fruttiger, VP of Global partnerships from System1, who share insights from their latest report, The Long and the Short Form of It (co-authored with Andrew Tindall), which explores how brands can build attention, recognition, and results through short-form video.Highlights include:Ritson's point: “Make fewer ads. Run them longer. Make more money.”Why distinctive brand assets matter more than your logoThe creative secret behind Corona's Cannes-winning eclipse campaignSystem1's forced fatigue study: why entertaining ads fatigue less and perform longerThe surprising absence of AI and personalization from the Croisette conversationThe myth of more = better: why 3,500 assets ≠ 3,500 ideasThe return of out-of-home — and what Super Bowl marketers can learn from itPlus, find out why entertainment outperforms even hard-selling tactics across both brand and conversion metrics.Stick around until the end to hear short interviews with Josh and Vanessa directly from the ground.Enjoy the episode!Timestamps:00:00 – Introduction01:12 – Recapping Day 4 at Cannes + why we need to talk about Ritson02:20 – Mark Ritson's 3 rules for effectiveness: fluency, emotion & time04:45 – Why we overvalue personalization and short-term refreshes06:30 – Creative consistency vs. fragmentation: 3,500 assets ≠ 3,500 ideas08:20 – The case for distinctiveness, memory, and emotional resonance10:00 – Interview: Josh Fruttiger (System1) on the long and the short form10:50 – How System1 + TikTok measured short-form creative performance13:15 – Entertainment vs. salesmanship: what actually converts?15:30 – Why lazy branding hurts attention — and what to do instead17:10 – What fluent devices and brand characters do better than logos18:30 – Ad fatigue is real, but good creative ages well20:00 – How to keep ideas fresh without losing consistency21:15 – Interview: Vanessa Chin (System1) on brand, storytelling, and Corona22:45 – The return of brand identity and emotional storytelling24:10 – System1's new out-of-home research and the future of Super Bowl ads25:15 – Vanessa's final takeaway from Cannes: sunscreen + storytelling26:00 – Outro: Thanks for keeping us in your ears
Live from Cannes Lions, the Sleeping Barber Podcast welcomes back Matthew Herbert and Connor Archbold from Tracksuit. Together, we unpack the standout talks, themes, and campaigns that caught our attention—from Instacart's performance-to-brand pivot to Elf Beauty's billion-dollar playbook. We explore the evolving role of creators, lessons from compound creativity, the power of consistency in B2B marketing, and why media accountability needs to move beyond “viewability.”Also: creative shoutouts from Telstra's puppet-driven Olympics campaign to a perfectly toasted slice of New Zealand.Whether you're on the Croisette or catching up from home, this episode brings you the sights, sounds, and smarts of Cannes.Timestamps00:00 – Introduction01:30 – Instacart's brand transformation journey03:00 – Scott Galloway, Rory Sutherland & Elf Beauty: Ditch the semantics04:30 – Walking the Palais basement: Craft, awards & standout work07:50 – Telstra's puppet-led Olympics campaign08:55 – Toasting the perfect slice: A NZ bread brand goes big10:30 – The power of creative consistency & long-running platforms13:40 – LinkedIn B2B Forum with Marcus Collins & Mimi Turner14:45 – Compound creativity with Andrew Tyndall, Les Binet & Sarah Carter16:00 – Why ads wear out for marketers, not for people17:30 – Repetition, memory, and mental availability18:00 – B2B buying cycles, hidden buyers & trust signals18:45 – Media measurement: Why "seeability" is better than "viewability"19:50 – Finding balance: bravery and humility, brand and performance20:30 – Instacart & the brand-performance multiplier effect21:10 – Highlights from Zappi's Creativity Effectiveness Report23:15 – Kantar's Jane Osler on creator-led marketing & brand equity25:15 – Wrapping up: Cannes takeaways & what's next
In this lively episode of the Sleeping Barber Podcast, hosts Marc, Vassilis, and special guest Conor Byrne (That's What I Call Marketing) recap their first two days at the 2025 Cannes Lions International Festival of Creativity. Broadcasting from Cannes (though not from a yacht), they reflect on standout sessions, evolving industry trends, and a few jetlag-fueled laughs.Key takeaways include:Karen Nelson-Field & Adam Morgan delivered a memorable session with a multisensory activation that literally smelled like burning money—an impactful metaphor for wasted media spend.In the CMO Series, leaders from Amex, Nestlé, and Infosys emphasized creativity as a business asset, curiosity as a leadership trait, and the importance of having strong (but flexible) opinions.AI's evolving role in creative production was a major theme. From email polish to strategic structure, the hosts discuss how they and others are using AI in real life.Tom Roach's 5 creative principles emphasized platform-native content, imaginative repetition, and AI-driven consistency.The crew raved about focused, single-presenter talks (like the one from YouTube CEO Neal Mohan) over large panels.A new segment, “From the Basement,” highlights standout creative campaigns like Heinz's global storytelling and TELUS' Gamer RX mental health initiative.The hosts also share fun Cannes moments—from bumping into industry legends like Marcus Collins and David Tiltman to butchering French while ordering croissants.This episode is a sharp, entertaining look at Cannes culture, creativity, and community—with a balance of insight and good-natured chaos.Don't miss our behind-the-scenes video from the early days in Cannes — now live on YouTube.Watch here: https://youtu.be/ePbGlArqTd4Also, have a listen to Conor's "That's What I Call Marketing Podcast" - https://open.spotify.com/show/7MXhujDpTzbSRRbyQFgdWp?si=fc21f7da63c74f5a
In this episode of Barber's Brief, hosts Vassilis Douros and Marc Binkley express their excitement for the upcoming Cannes festival while discussing significant marketing news. They delve into Airbnb's leadership changes and strategic shifts, Tesla's declining sales and media perception, and their preparations for Cannes, including interviews with industry leaders. They also share insights from the TUDUM marketing symposium and highlight Heineken's innovative global recruiting campaign.Enjoy the episode!Follow our updates here: https://www.linkedin.com/company/sleeping-barber/https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:00 - Excitement for Cannes and Introduction to Barber's Brief02:44 - Airbnb's Leadership Changes and New Direction05:23 - Tesla's Sales Decline and Media Influence07:59 - Preparations for Cannes and Upcoming Interviews10:36 - Insights from Netflix's Marketing Symposium18:28 - Heineken's Innovative Campaign: Pub SuccessionEpisode TakeawaysAirbnb is shifting focus beyond home bookings.Leadership changes at Airbnb aim to enhance guest experiences.Tesla's sales decline may be influenced by media perception.Consumer research is crucial for brand success.Cannes festival is a melting pot of marketing thought leaders.The Tadum symposium showcased Netflix's evolving ad tech.Heineken's campaign connects pub owners globally.Marketing strategies must adapt to changing consumer interests.The importance of personalized content in advertising.Live events are becoming integral to streaming platforms.Links:Airbnb's Leadership Shake-Up - https://www.msn.com/en-us/travel/news/rebecca-van-dyck-joins-airbnb-as-cmo-amid-strategic-shift/ar-AA1Gawb9Tesla's Registrations Down 90% - https://www.cbc.ca/news/canada/tesla-registrations-quebec-1.7547483Ad of the week: Heineken “Pub Succession” - https://www.youtube.com/watch?v=GStBV-Js15A
In this episode of the Sleeping Barber Podcast, Marc and Vassilis delve into the importance of brand tracking and creative marketing in today's performance-driven landscape. To help them dive into this topic, they host Connor Archbold and Matthew Herbert, co-founders and co-CEOs of Tracksuit.Together they discuss the evolution of performance marketing, the impact of cookie deprecation on measurement, and the necessity of connecting brand and performance marketing. The episode highlights the importance of education on marketing effectiveness principles and the shift toward long-term brand building in the industry and so much more. This is an episode you do not want to miss!Enjoy the show.Our GuestsConnor Archbold, Co-Founder and Co-CEO, Tracksuithttps://www.linkedin.com/in/connor-archbold/ Matt Herbert, Co-Founder and Co-CEO, Tracksuithttps://www.linkedin.com/in/herbertmattj/ Follow our updates here: https://www.linkedin.com/company/sleeping-barber/https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:00 - Introduction to Brand Tracking and Creative Marketing03:08 - The Evolution of Performance Marketing06:02 - Founders' Journey: From Law to Brand Tracking09:04 - The Impact of Cookie Deprecation on Measurement12:07 - Connecting Brand and Performance Marketing14:54 - The Role of Awareness in Brand Success17:55 - The Importance of Creative in Marketing20:59 - Building Brand Awareness as a Startup24:09 - Navigating Investor Expectations in Marketing26:52 - The Shift Towards Long-Term Brand Building30:09 - Marketing Effectiveness Principles and Their Relevance32:46 - The Future of Marketing: Creativity and Technology36:09 - The Awareness Advantage: Insights from Reports48:07 - The Importance of Brand Awareness54:54 - Nike's Brand Strategy and Market Positioning01:00:52 - The Role of Emotion in Advertising01:06:04 - The Cost of Dull Advertising01:16:04 - Aligning Brand Strategy with Investor Expectations
SummaryIn this episode, Marc Binkley and Vassilis Douros discuss various topics, including brand purpose, insights from Google Marketing Live, the impact of AI on advertising, the decline of Hudson's Bay, and strategies for capturing consumer attention in a digital landscape. They also highlight a humorous advertising campaign featuring Jason Alexander.Enjoy the show!Follow our updates:https://www.linkedin.com/company/sleeping-barber/Our Hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkleyVassilis Douros: https://www.linkedin.com/in/vassilisdourosTimestamps:00:00 - Introduction03:03 - Is Brand Purpose Dead?06:26 - Google I.O. and Marketing Innovations11:34 - The Impact of AI on Advertising14:49 - Balancing Automation and Control in Advertising15:24 - The Fall of a Canadian Icon: Hudson's Bay21:09 - Marketing Insights: Hacking the Attention Economy25:46 - Creative Advertising: Jason Alexander's New Campaign27:31 - Upcoming Episode: Measurement Series with Dale HarrisonTakeaways:Brand purpose must be woven into the company's ethos.Google Marketing Live introduced new AI tools for advertisers.AI can optimize ad performance but requires careful management.Hudson's Bay's decline reflects broader retail challenges.Distinctive brand assets are crucial for effective advertising.Attention spans for digital ads are alarmingly short.Marketers must adapt to changing consumer behaviors.Jason Alexander's campaign showcases effective brand storytelling.Understanding the full funnel is essential for measurement.Continuous testing and learning are vital in advertising.
In this episode of the Sleeping Barber Podcast, our hosts Marc Binkley and Vassilis Douros engage in a thought-provoking conversation with Mitch Joel, a renowned entrepreneur and marketing expert. They explore Mitch's diverse career journey, the evolution of marketing and agency relationships, and the impact of AI on the industry. The discussion emphasizes the importance of custodianship in brand management and the shift from speed to momentum in marketing strategies. Mitch shares insights on the changing landscape of performance marketing and the necessity for marketers to take ownership of their roles in a rapidly evolving environment. This is an episode you dont want to miss!Enjoy the show!Our GuestMitch Joel Entrepreneur, Investor, SpeakerCo-Founder of ThinkersOne - bite sized thought leadership from the best thinkers in the worldFormer President of Twist Image Digital Marketing Agency that sold to WPPNamed to Thinkers50 Radar ListAuthor of Six Pixels of Separation & CTRL ALT Deletehttps://www.linkedin.com/in/mitchjoel/https://www.mitchjoel.com/Follow our updates here: https://www.linkedin.com/company/sleeping-barber/https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:00 - Introduction 01:25 - Mitch Joel's Career Journey12:54 - The Evolution of Marketing and Agencies17:09 - The Agency-Brand Relationship in the AI Era26:20 - The Shift Towards In-House Marketing33:09 - The One-to-X Marketing Model38:11 - The Shift from Performance to Brand Storytelling41:16 - The Role of Custodianship in Marketing44:59 - Navigating Brand Evolution and Change49:54 - Emotional Engagement in Marketing54:39 - Speed vs. Momentum in Leading Change01:00:31 - Personal Agency in the Age of AI01:03:05 - Post-Pod with V & Marc
In this episode of the Barber's Brief, hosts add a little twisst.Vassilis and Marc discuss their upcoming Cannes Lions Festival of Creativity attendance. They explore the significance of the festival, its structure, and the various components that make it a premier event in the marketing and creativity space. The hosts share their excitement about networking opportunities, notable speakers, and key themes such as AI and the creator economy. They also touch on new award categories and their plans for media coverage during the festival.Enjoy the show!Timestamps00:00 - Introduction 02:56 - Exploring the Festival's Structure and Events05:58 - Key Themes and Topics of Interest08:56 - Insights on the Creator Economy and AI12:01 - Notable Speakers and Jury Members15:00 - Navigating the Festival Experience17:54 - Conclusion and Future Plans
In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros sit down with Pieter-Paul and Matt Davies from BetterBriefs to talk about one of marketing's most overlooked tools: the creative brief. From common pitfalls to practical fixes, they explore why so many briefs miss the mark — and what marketers and agencies can do to write ones that actually drive great work. Expect candid insights, real-world challenges, and a few strong opinions on what it takes to brief better.Enjoy the show!Our Guests:Pieter-Paul von Weiler https://www.linkedin.com/in/pieterpaulvonweiler/ Matt Davies https://www.linkedin.com/in/matt-davies-a7570433/ Founders of Better Briefsformer creative agency strategistsWon a couple of Grand Effies and IPA Effectiveness AwardNow they help brands create better briefs that inspire more effective workFollow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Chapters 00:00 The Importance of Creative Briefs07:11 Understanding the Briefing Process13:59 Challenges in Brief Writing20:48 The Role of Strategy in Briefs28:12 Evaluating Ideas and Creativity34:56 The Cost of Poor Briefs43:47 The Power of Partnership in Marketing48:24 The Importance of Training and Communication52:01 Navigating the Briefing Process55:07 The Human Element in Creative Work58:43 Optimizing Creative Processes01:01:12 The Role of AI in Marketing01:05:10 Post Pod with V & MarcBackground Research & Links:Better Breifs https://www.betterbriefs.com/the-betterideas-project
Welcome to another episode of The Barber's Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:00 - Introduction01:04 - Google Found Guilty of Illegal Ad Tech Monopoly 03:55 - Amount of Money Being Spent on Digital ad Spending for the Election08:14 - ChatGPT Enhances User Experience with Shopping, WhatsApp Integration, and Improved Citations12:12 - Video marketing spend up 20% last year as advertisers shift focus18:18 - Marketing Moment - Should Meta Divest Instagram and WhatsApp?23:12 - Ad of the week: Goodnights - Mission Dry25:35 - Coming up next week.In The News Links:Google Found Guilty of Illegal Ad Tech Monopoly Link: https://www.searchenginejournal.com/google-found-guilty-of-illegal-ad-tech-monopoly-in-court-ruling/544795/Historic Amount of Money Being Spent on Digital ad Spending for the ElectionLink: https://www.ctvnews.ca/kitchener/article/historic-amount-of-money-being-spent-on-digital-ad-spending-for-election-says-kitchener-ont-firm/ ChatGPT Enhances User Experience with Shopping, WhatsApp Integration, and Improved CitationsLink: https://www.searchenginejournal.com/chatgpt-adds-shopping-whatsapp-search-improved-citations/545525/ Video marketing spend up 20% last year as advertisers shift focusLink: https://www.marketingweek.com/video-marketing-spend-advertisers-shift-focus/The Marketing Moment:Should Meta Divest Instagram and WhatsApp?Author: Prof. dr. Koen PauwelsLink: https://www.linkedin.com/pulse/should-meta-divest-instagram-whatsapp-prof-dr-koen-pauwels-kj07e/ Ad Of The Week:Goodnights - Mission Dryhttps://youtu.be/ucPDfeLmJEY?si=_HrJrW2Nzfh3JgGP
In this episode of The Sleeping Barber, Charlotte Blank, US CMO of Jaguar Land Rover, shares how the brand balances heritage with modern luxury. She explores the power of creative advertising, the role of psychological research in understanding consumers, and how marketing science supports strategic decisions. The conversation also dives into the Jaguar rebrand, the success of the Range Rover Sport campaign with Theo James, and the need for evidence-based, data-driven marketing to justify spend and deliver a seamless customer experience.Enjoy the show!Our GuestCharlotte BlankUS CMO at Jaguar Land Rover North AmericaMember Board of Trustees, Advertising Research Foundation (ARF)Advisory Board Member, Penn Master of Behavioural and Decision SciencesHarvard, MBAhttps://www.linkedin.com/in/charlotte-blank/Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps00:00 Introduction to Jaguar Land Rover's Marketing Strategy02:58 Balancing Heritage and Modern Luxury06:08 The Role of Marketing Science in Decision Making08:58 Charlotte Blank's Unique Career Path12:06 Behavioural Science and Marketing Insights14:53 Understanding Consumer Behaviour Through Psychological Research17:59 The Impact of Creative Effectiveness on Brand Growth21:10 The Range Rover Sport Campaign with Theo James23:55 Adapting Marketing Strategies for Different Markets26:58 Evidence-Based Marketing and Its Impact on Performance34:36 The Importance of Creative Advertising36:11 The Jaguar Rebrand: A Bold Move42:11 Understanding Consumer Psychology48:01 Marketing Challenges and Solutions51:25 Final Thoughts and InsightsBackground Research & Links:TEDx - Lead like a Scientist https://www.ted.com/talks/charlotte_blank_lead_like_a_scientist_experiments_are_key_to_unleashing_potential?Sell Luxury without a product https://www.cmswire.com/digital-marketing/cmos-can-you-sell-luxury-without-a-product-jaguars-doing-it/Copy Nothing https://www.youtube.com/watch?v=rLtFIrqhfng&t=1sRange Rover - Theo James https://www.youtube.com/watch?v=kwma55CDO9UBest Q3 Ever https://www.automotiveworld.com/news-releases/jlr-delivers-robust-q3-financial-performance-with-best-q3-revenue-on-record/Pause Exports to US https://www.reuters.com/business/autos-transportation/uks-jaguar-land-rover-pause-shipments-us-over-tariffs-times-says-2025-04-05/
Welcome to another episode of The Barber's Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:00 - Introduction01:28- Consumer Behaviour Insights from Amazon04:33 - Digital Marketing and Incrementality Challenges08:36 - NBA Viewership and Streaming Trends12:56 - Liquid Death's Strategic Market Exit17:16 - Peloton's Business Model Evolution22:26 - Puma's Bold Campaign Launch24:27 - Upcoming Episode Preview with Jaguar Land Rover CMO
In this episode of The Sleeping Barber Podcast, hosts Mark Binkley and Vasilis Douros are joined once again by Mary Kirikiri, global thought leader at Kantar. They explore insights from Mary's CMO series, diving into future power, meaningful difference, and pricing strategy. The conversation covers how brand equity drives growth, the link between pricing power and perceived value, and why evidence-based marketing is essential for long-term success. From brand salience to pricing elasticity, this episode unpacks the tools marketers need to influence both consumers and the boardroom.Our Guest:Mary Kyriakidi Global Thought Leader @ Kantarhttps://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps00:00 Introduction to the Podcast and Guest01:40 Inspiration Behind the CMO Series04:24 Mary's Journey to Global Thought Leader05:26 Kantar's Research Focus and Paradigm Shift09:36 Understanding Future Power and Meaningful Difference12:01 The Drivers of Future Power15:00 Mental vs. Physical Availability in Branding18:01 Accelerators for Growth in Branding22:04 Finding New Space for Brands24:20 The Link Between Pricing and Brand Strength24:50 Understanding Pricing Power and Elasticity27:40 The Importance of Brand Positioning29:02 Willingness to Pay and Perceived Differences32:12 Aligning Brand Value with Pricing Strategy35:01 Influencing Budget Decisions in Marketing39:11 The Role of Brand Trackers in Marketing StrategyBackground Research & Links:Blueprint for Brand Growth: https://www.kantar.com/campaigns/blueprint-for-brand-growth?Some links to the diary are below:https://www.kantar.com/inspiration/brands/diary-of-a-cmo-what-is-the-blueprint-for-brand-growthhttps://www.kantar.com/inspiration/brands/how-can-you-approach-the-cfo-to-argue-for-greater-investment-in-your-brandhttps://www.kantar.com/inspiration/brands/diary-of-a-cmo-i-am-a-small-brand-with-big-dreams-how-can-i-grow-fasterhttps://www.kantar.com/inspiration/brands/diary-of-a-cmo-is-your-categorys-ceiling-coming-down-on-youhttps://www.kantar.com/inspiration/brands/Diary-of-a-CMO-How-can-I-protect-my-brand-against-copycatshttps://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-the-secret-recipe-to-combat-private-labelhttps://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-marketings-contribution-to-profithttps://www.kantar.com/north-america/expertise/brand-growth/brand-tracking
Welcome to another episode of The Barber's Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:00 - Introduction01:04 - Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data Practice03:55 - VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion Industry08:14 - The Next Wave of Search: AI Mode, Deep Research, and Beyond18:18 - Marketing Moment - Fragment Forward: Five Key Trends Shaping 202523:12 - Ad of the week: Fiverr - Nobody Cares a 1:20 Musical 25:35 - Coming up next week.In The News Links:Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data PracticeLink: https://lbbonline.com/news/transparency-compliancy-and-adaptability-the-three-pillars-of-a-strong-data-practice VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion IndustryLink:https://www.forbes.com/sites/josipamajic/2025/03/24/vcs-wake-up-to-vibe-marketing-ai-reshaping-the-250-billion-industry/aos/The Next Wave of Search: AI Mode, Deep Research, and BeyondLink: https://searchengineland.com/search-ai-mode-deep-research-453744CEO Study on Marketing & the CMOhttps://www.forbes.com/sites/rogerdooley/2025/03/24/new-cmo-study-ceo-trust-rises-but-strategic-influence-drops/The Marketing Moment:Epitaph Group Unveils Thought-Provoking Stunt to Drive Change Within the Media IndustryLink: https://lbbonline.com/news/epitaph-group-unveils-thought-provoking-stunt-to-drive-change-within-the-media-industryAd Of The Week:Oatly Creamers presents Fancy Parking Lot Coffee.https://www.youtube.com/watch?v=HirRb7gD8ys&t=2s
In our latest episode of The Sleeping Barber Podcast, we welcome Jeremy Miller, President of Sticky Branding.Jeremey breaks down revenue gaps and shows how businesses can turn them into opportunities for growth. He introduces the slingshot strategy for rapid acceleration in uncertain times, emphasizing market validation and customer needs.We also discuss the Play to Win framework, the dangers of rebranding without a strong foundation, and why real marketing goes beyond advertising.If you're looking for actionable insights on branding, strategy, and sustainable growth, this one's for you!Our GuestPresident of Sticky Branding - Brand Consulting Firm with offices in Toronto, Rochester & Cape Townhttps://www.linkedin.com/in/jeremymiller/≠Author of Sticky Branding https://www.amazon.com/dp/1989025889/ref=tsm_1_fb_lkAnd Brand New Name https://www.amazon.com/dp/1989025609/ref=tsm_1_fb_lk Follow our UpdatesFollow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps00:00 - Introduction to Revenue Gaps03:10 - Understanding Revenue Gaps06:10 - The Slingshot Strategy Explained08:51 - Market Validation and Sales Sprints12:03 - Adapting Products and Services14:53 - The Role of Marketing in Revenue Gaps18:02 - Building Capabilities for Growth21:09 - Case Studies: Success Stories24:09 - Challenges in Market Pivoting26:53 - The Importance of Customer Intimacy29:52 - Conclusion and Key Takeaways42:56 - Understanding the 3% Rule in Marketing45:11 - The Importance of Brand Relationships46:24 - Navigating Market Competition and White Space48:39 - The Role of Brand Accelerators49:31 - Rebranding: Risks and Strategies52:47 - Creating Competitive Advantages through Branding56:46 - The Evolution of Brand Strategy01:01 - Post pod with Marc and V
Welcome to another episode of The Barber's Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:00 - Introduction01:07 - Pepsi buys Poppi Prebiotic soda for $1.95B03:15 - The Death of Attention Economy11:10 - Appealing to Canadian Pride in Ads is a Delicate Dance13:50 - The Future of Retail Media Networks16:40 - Marketing Moment - IPA on Making Effectiveness Work22:50 - Ad of the week: Lewis Hamilton recreates Ferrari scene from Ferris Bueller's Day Off 25:03 - Coming up next week.In The News Links:Pepsi buys Poppi Prebiotic soda for $1.95Bhttps://www.cbc.ca/news/business/pepsico-poppi-prebiotic-soda-deal-1.7485690The Death of the Attention Economyhttps://www.linkedin.com/posts/rabbott3_the-biggest-lie-in-marketing-that-brand-activity-7306409193912115200-4NdS/?utm_medium=ios_app&rcm=ACoAAARF80ABNFBSYHcGw43pb1pcTsFzZIHvvIY Tariff's Impact: Globe & Mail A soup company's discovery: appealing to Canadian pride in ads is a delicate dance https://apple.news/ATRyWE3a8REeETF05ELGGDgThe Future of Retail Media Networkshttps://www.marketingdive.com/news/the-future-retail-media-networks-heres-what-the-numbers-say/742455/The Marketing Moment:Free Report from IPA on Making Effectiveness Work - October 2024 - https://ipa.co.uk/knowledge/publications-reports/making-effectiveness-workAd of the weekLewis Hamilton recreates Ferrari scene from Ferris Bueller's Day Offhttps://www.youtube.com/watch?v=Ra9J0TES0DA&t=6s In the spot to mark his highly-publicized move from Mercedes to Ferrari, the driver adopts the character of the garage employee who takes Bueller's Ferrari for a joyride through the streets of Chicago.The spot features Hamilton's favourite Ferrari 250 GT California Spyder car.
In this episode of The Sleeping Barber Podcast, we sit down with Paul Dervan, Head of Brand Marketing at Miro and author of Run With Foxes, to explore the evolving world of marketing in the age of AI. Paul shares his insights on evidence-based marketing, learning from failures, and the challenges of navigating marketing metrics effectively.We dive into the shifting landscape of marketing communications, the role of customer insights, and how brands can use micro-segmentation and category entry points to refine their strategies. The conversation also unpacks AI's transformative impact on creative processes, the future of AI-driven marketing teams, and the growing need for AI literacy in the workplace.Join us as we discuss the intersection of AI, marketing, and storytelling—where technology enhances creativity, but the human touch remains irreplaceable.Our GuestPaul Dervan - Head of Brand Marketing @ MiroAuthor of Run With Foxes: Make Better Marketing Decisions https://www.linkedin.com/in/pauldervan/https://www.amazon.ca/Run-Foxes-Better-Marketing-Decisions/dp/085719772XMiro: The Innovation Workspace https://www.youtube.com/watch?v=pqaSH1Ibw-gMonster Problem? Solve Anything, Together https://www.youtube.com/watch?v=shy3tqvHb4g Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/TimestampsChapters00:00 Introduction to the Podcast and Guest02:49 The Importance of Distinctive Assets in Branding05:58 Paul's Journey to Evidence-Based Marketing08:59 Mistakes in Marketing and Learning from Them12:02 Navigating Marketing Metrics and Decision-Making14:52 Leading Brands in an AI World17:59 Miro's Evolution as a Collaboration Tool28:05 Navigating Change in Marketing Communications29:50 Understanding Customer Insights for Effective Marketing31:52 Micro Segmentation vs. Category Entry Points35:02 The Role of Category Entry Points in Marketing Strategy40:25 AI's Impact on Creative Processes50:17 The Future of AI Agents in Marketing01:03:25 The Evolution of Podcasting and AI01:06:45 Democratization of Content Creation01:08:35 Understanding Marketing Metrics and AI01:10:38 AI Literacy and Competitive Advantage01:12:33 Integrating AI into Business Workflows01:15:35 The Role of AI in Creative Processes01:17:04 Category Entry Points in Marketing01:20:22 The Future of Segmentation and Targeting01:23:06 Human Element in Storytelling and AI01:26:51 Closing Thoughts on AI and MarketingBackground Research & Links:https://claude.ai/https://elevenlabs.io/https://www.make.com/en https://relevanceai.com/ https://www.perplexity.ai/https://notebooklm.google/https://www.lipdub.ai/pricing-page https://getimg.ai/ https://openai.com/index/sora/https://runwayml.com/
Welcome to another episode of The Barber's Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:49 - Brand Recognition Trumps Rankings: New SEO Data Reveals Consumer Trust Patterns04:59 - Clear briefs help marketers confront the chaos of advertising07:08 - Adalytics Goes Public with First Named Client Partnership10:43 - Guess What? Nobody and Everybody Cares About AI15:00 - Marketing Moment - Fragment Forward: Five Key Trends Shaping 202523:12 - Ad of the week: Fiverr - Nobody Cares a 1:20 Musical 25:35 - Coming up next week.In The News Links:Brand Recognition Trumps Rankings: New SEO Data Reveals Consumer Trust PatternsLink: https://searchengineland.com/brands-search-results-survey-452789Clear briefs help marketers confront the chaos of advertisingLink: https://www.marketingweek.com/clear-briefs-confront-chaos/Adalytics Goes Public with First Named Client PartnershipLink: https://adage.com/article/digital-marketing-ad-tech-news/ad-tech-watchdog-adalytics-publicizes-quad-paying-client/2603756 Guess What? Nobody and Everybody Cares About AIhttps://investors.fiverr.com/news-releases/news-release-details/guess-what-nobody-and-everybody-cares-about-aiThe Marketing Moment:Fragment Forward: Five Key Trends Shaping 2025The Contagious IQ Download 2024 / https://www.contagious.com/reports-and-webinars/the-contagious-iq-download-2024Ad Of The Week:Fiver - Nobody Cares - A Musicalhttps://youtu.be/hJYvwmodYIU?si=O2mIDhiUQxoxf8akKey Points:A great example of an entertaining B2B ad with the use of humour.Fiver built this in-house, while also using insights from their report.The campaign emphasizes the importance of human expertise in maintaining high-quality results when integrating AI
In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros dive into the art of creativity with Karen Pierce and Morgan Tierney from the award-winning Canadian agency, Rethink.They explore the role of creativity in marketing, Rethink's distinctive Crafts Framework, and how it fuels their success. The conversation delves into the power of strong partnerships, the nuances of brand storytelling, and real-world applications of their strategies—featuring standout campaigns for WestJet, TELUS, and Heinz.They also tackle the challenges of navigating bureaucracy in the creative process and discuss why curiosity is essential for breakthrough ideas.Don't miss this insightful episode—enjoy the show!Our Guests:Karen Pearce - GM of Rethink Vancouverhttps://www.linkedin.com/in/karengpearce/Morgan Tierney - Executive Creative Director @ Rethink Vancouverhttps://www.linkedin.com/in/morgan-tierney-19353943/ Follow Our Updates:https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps00:00 Introduction to Rethink and the Power of Creativity02:46 The Importance of Creative Impact in Marketing05:58 Understanding the Crafts Framework08:51 Rethink's Success and Agency Values12:01 Building Partnerships for Creative Success14:50 Key Requirements for Effective Advertising17:57 Crafts Framework Explained21:01 Real-World Applications of the Crafts Framework24:02 Case Studies: WestJet and Heinz29:54 Innovative Campaigns and Their Impact38:44 The Power of Distinctive Brand Assets41:47 Emotional Storytelling in Commoditized Markets45:03 Navigating Bureaucracy in Creative Processes49:06 Building Trust and Effective Client Relationships52:55 The Importance of Curiosity in Creativity57:51 PostPod with V & Marc Background Research & Links:Rethink the Business of Creativity https://www.amazon.ca/Rethink-Business-Creativity-Ian-Grais/dp/1773271059Kantar - Top 10 Drivers of Ad Profitability https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-thinkOne Way Trips to Canada https://www.rollingstone.com/product-recommendations/lifestyle/best-cheap-flights-to-canada-travel-trends-1235155422/Taylor Swift - Seemingly Ranch https://www.today.com/food/news/taylor-swift-seemingly-ranch-heinz-rcna117724Heinz Ketchup Fraud https://www.contagious.com/iq/article/insight-strategy-ketchup-fraudCoors Light & Shohei Ohtani https://www.thedrum.com/news/2024/10/07/how-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment
Welcome to another episode of The Barber's Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:49 - Is X winning back advertisers?03:53 - Google Testing 'AI Mode" internally.06:53 - Unlocking the next frontier of personalized marketing.11:43 - Why humour in advertising works.14:54 - Marketing Moment - Choosing the wrong pricing strategy can be costly19:41 - Ad of the week: New Head of CeraVeIn The News Links:Elon Musk's X is winning advertisers new and old — but the comeback has a long way to go https://www.businessinsider.com/elon-musk-x-advertising-spending-data-analysis-mixed-recovery-2025-2Google Search testing ‘AI Mode'https://searchengineland.com/google-search-testing-ai-mode-451672 Unlocking the next frontier of personalized marketing https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-the-next-frontier-of-personalized-marketingHumour in advertising works.https://lnkd.in/diRqTWKaQuick glance: https://www.warc.com/content/feed/Why_humour_in_advertising_works_and_how_brands_can_use_it_more/10268The Marketing Moment:Choosing the Wrong Pricing Strategy Can Be a Costly Mistakehttps://faculty.wharton.upenn.edu/wp-content/uploads/2012/12/Hussain-EAP.pdf https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/choosing-the-wrong-pricing-strategy-can-be-a-costly-mistake/Ad Of The Week:Anthony Davis is the Head of Ceravehttps://youtu.be/DME907CSSt8https://www.prnewswire.com/news-releases/cerave-announces-new-head-of-cerave-hair-campaign-featuring-charli-damelio-anthony-davis-and-paige-bueckers-302375432.html CeraVe has launched "Head of CeraVe," a new campaign addressing the fact that while dandruff affects 1 in 5 Americans, only 40% seek treatment.The campaign features social media star Charli D'Amelio, NBA player Anthony Davis, and UCONN basketball player Paige Bueckers, who each shared viral moments highlighting scalp health issues. The campaign includes a Saturday Night Live collaboration featuring a parody metal band called "Naumôre Dandruf." CeraVe is promoting their new Anti-Dandruff Shampoo and Conditioner line, which contains 1% Pyrithione Zinc and their signature ceramide blend. The campaign also includes a sweepstakes offering winners trips to see Broadway shows, Mavericks games, or UCONN games, along with product giveaways.
Welcome back to another episode of The Sleeping Barber Podcast!Super Bowl 59 may be over, but the ads are still making waves! Today, we're joined by Vanessa Chin, SVP at System1, to break down the intricacies of Super Bowl advertising.We analyze four standout ads and explore how they scored across Star, Spike, and Fluency, diving into key topics like:- The effectiveness of creative quality- The power of emotional responses in advertising- The role of pre-testing in shaping winning ad strategiesTune in for an insightful discussion on what makes a Super Bowl ad truly resonate!One last thought. We would also encourage you to head over to watch this episode on YouTube. This way you can watch the System 1 tech in action!https://youtu.be/9QU1ZUDXWtQOur Guest:Vanessa Chin - SVP of Marketing at System 1https://www.linkedin.com/in/vanessamackeychin/System 1 - Creative Effectiveness Platform measures emotion to predict the business impact of adshttps://system1group.com/Follow Our Updates:https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps:00:00 - Introduction03:01 - Understanding System One's Creative Effectiveness Metrics05:43 - The Importance of Creative Quality in Advertising08:54 - Comparing Super Bowl Ads to Regular Ads11:43 - The Role of Pre-Testing in Advertising14:47 - Navigating Internal Conversations with Pre-Testing Data17:43 - Case Study: Reese's Don't Eat Lava Ad20:13 - Analyzing Emotional Responses in Advertising22:58 - Case Study: Budweiser's First Delivery Ad27:59 - Emotional Resonance in Advertising32:19 - The Power of Music in Ads36:14 - Celebrity Influence in Super Bowl Ads44:15 - The Success of Doritos' Crash the Super Bowl50:18 - Brand Fluency and Recognition Strategies56:45 - Post Pod with V and MarcBackground Research & Links:https://system1group.com/uncategorized/our-metrics-explainedhttps://www.emarketer.com/content/super-bowl-deliver-on-ratings--ads--streaminghttps://www.westwoodone.com/blog/2024/08/12/adelaide-attentiveness-measurement-1000-of-am-fm-radio-ads-require-2635-worth-of-facebook-ads-to-achieve-the-same-level-of-attention-audio-platforms-generate-nearly-the-same-attentiveness-as-tv/https://www.smartmarketing.me/attention-gained-by-different-media.htmlhttps://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitabilityhttps://www.cbsnews.com/news/how-much-do-2025-super-bowl-commercials-cost-heres-the-price-tag-on-ads-this-year/https://system1group.com/the-extraordinary-cost-of-dullhttps://podcasts.apple.com/ca/podcast/sbp-091-the-cost-of-dull-ads-with-adam-morgan/id1609811324?i=1000671637754https://ipa.co.uk/news/creative-consistency
Welcome to another episode of The Barber's Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. This week though, they tackle the topic of the potential trade war that could be looming! Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 00:00 - Introduction 01:39 - NBC Tariff Overview? 04:04 - Tariffs and the 4Ps 20:05 - The Marketing Moment: WARCs Multiplier Effect Study 29:22 - Ad of the Week - Kraft Mayonnaise from 1931 34:23 - Coming Up Next Week In The News Links Tariff Overview - NBC News NBC News https://www.nbcnews.com/politics/donald-trump/live-blog/trump-china-canada-mexico-tariffs-live-updates-rcna190144 Which provinces are pulling U.S. alcohol off shelves over Trump's tariffs? https://globalnews.ca/news/10993794/trump-tariffs-liquor-boards/ China's Massive Belt and Road Initiative https://www.cfr.org/backgrounder/chinas-massive-belt-and-road-initiative 10 things that could cost more under new tariffs https://www.fox9.com/news/trump-tariffs-price-hikes All the generic coronavirus ads are a waste of time and budget https://www.marketingweek.com/generic-covid-ads-waste-time-budget/ The Marketing Moment: WARC Multiplier Effect - Great resource with a few highly relevant case studies https://page.warc.com/the-multiplier-effect-report Ad Of The Week: An ad from Kraft in 1931 Despite a challenging economy, they didn't highlight the price Instead, Kraft focused on increasing brand recognition: from Gelfand to Kraft Product features & ingredients: a great supply chain that keeps mayonnaise Always Kitchen Fresh! Guaranteed by your trusted grocer Eggs, Select Oil, aged-in-the-wood vinegar, rare spices Service: Home Delivery Recipe ideas to use more: dress lettuce Emphasized nutritional value and quality for an economical price, and used recipe books as a promotional tool.
In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros welcome Hilary Borndahl to discuss the critical role of measurement in marketing, with a focus on marketing mix modelling (MMM) and its impact on ROI. They explore the challenges marketers face in justifying budgets, the importance of understanding ad stock, and the consequences of cutting marketing spend. The conversation also covers the evolution of digital marketing, the balance between performance and brand marketing, and the value of MMM in providing a holistic view of marketing effectiveness. Marc highlights the growing need for integration between paid and organic search, the influence of audio advertising on consumer behaviour, and the complexities of modern consumer journeys. Other key topics include targeting strategies, AI's role in marketing measurement, and the necessity for CMOs to be data-savvy. The episode also examines the effectiveness of creative in campaigns and the rising significance of metrics like the Marketing Effectiveness Ratio (MER) in evaluating media performance. Our Guest: Hilary Borndhal, CEO & founder of Miix Analytics Linkedin: https://www.linkedin.com/in/hilary-borndahl/ Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Follow Our Timestamps: 00:00 - Introduction to Measurement in Marketing 02:56 - Introduction to Hilary, Miix Analytics & the Insights Association 06:07 - The Wanamaker Dilemma and ROI Challenges 08:59 - Understanding Ad Stock and Its Importance 11:49 - The Impact of Cutting Marketing Budgets 15:08 - The Role of Digital Marketing Today 18:03 - Performance Marketing vs. Brand Marketing 20:51 - The Evolution of Measurement Techniques 24:04 - Marketing Mix Modeling Explained 26:56 - Benefits of Marketing Mix Modeling 30:14 - Review Cycles for Marketing Mix Modeling 33:01 - Balancing Brand and Performance Investments 39:42 - The Integration of Paid and Organic Search 42:07 - The Role of Audio in Marketing 44:58 - Consumer Behavior and Search Dynamics 50:37 - The Complexity of Consumer Journeys 54:21 - Narrow vs. Broad Targeting in Marketing 58:43 - The Impact of AI on Marketing Measurement 01:01:15 - Post-pod Discussion - Marc and V's key takeaways and insights from the conversation
Welcome to another episode of The Barber's Brief, by the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our Updates: https://www.linkedin.com/company/sleeping-barber/ Follow our Hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In this episode of the Sleeping Barber Podcast, Professor Byron Sharp discusses key marketing resolutions for 2025, emphasizing the importance of understanding consumer behaviour, the limitations of loyalty programs, and the need for evidence-based marketing practices. He shares insights from his extensive research at the Ehrenberg-Bass Institute, challenging conventional marketing wisdom and advocating for a more scientific approach to marketing strategy. We hope you enjoy listening to this episode! Our Guest: Prof. Bryon Sharp: https://www.linkedin.com/in/professorbyronsharp/ Professor of Marketing Science & Director of the Ehrenberg-Bass Institute the world's largest centre for marketing research Author of How Brands Grow I & II Textbook Marketing: Theory, Evidence & Practice 90+ Journal articles Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Follow Our Updates: Timestamps: 00:00 Introduction to Marketing Resolutions 02:53 Byron Sharp's Journey in Marketing Science 05:57 The Punk Rock Nature of Marketing Science 08:48 Consumer Behavior: The Weirdness of the Market 11:53 Rethinking Brand Loyalty and Customer Acquisition 15:10 The Importance of Mental Availability 18:00 Segmentation Strategies in Marketing 20:47 Assessing Metrics for Performance Tracking 38:42 Reassessing Metrics for Performance Measurement 41:25 Understanding Mental vs. Physical Availability 45:21 The Importance of Distinctive Brand Assets 47:12 Rethinking the Consumer Purchase Funnel 51:39 How Brands Go Live: A New Approach 56:54 Post-Pod with V& Marc Key Takeaways
Welcome to another episode of The Barber's Brief, by the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our Updates: https://www.linkedin.com/company/sleeping-barber/ Follow our Hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:00 - Introduction 1:18 - Mark Ritson's Annual Top Marketing Moments 10 - 5 5:56 - How Small Brands Grow 10:18 - Mark Ritson's Annual Top Marketing Moments 4-1 15:41 - Chipotle Expands Partnership with Strava 19:17 - The Marketing Moment: Questioning the Growth Dogma. A Replication Study 25:49 - Ad of the week: Apple's Heartstrings 28:45 - Coming up next week. In The News Links: Mark Riston's Annual Top 10 Marketing Moments https://www.youtube.com/watch?v=kk9ju-avzNo How Small Brands Grow Source LinkedIn - Author Julia Skinner Link: https://shorturl.at/Kwy9Y Headline: Chipotle expands Strava tie-up globally to fuel New Year's fitness goals Source: Marketing DiveLink: https://www.marketingdive.com/news/chipotle-strava-global-new-years-fitness-goals/736446/ Questioning the Growth Dogma: A Replication Study Ad of the Week Title: Heartstrings Advertiser Apple Agency: TWBA & Media Arts LabLink: https://www.youtube.com/watch?v=EvnJhwIwqds Apple had introduced their annual Holiday advertisement for the 2024 season at the end of November, titled “Heartstrings”, and it's an unusually moving commercial that focuses on hearing loss and the hearing aids feature of AirPods Pro 2 (which happen to be hugely discounted on Amazon right now, if you're in the market). In the touching and family oriented commercial, a small family is gathered around a Christmas tree opening presents, and as the father reminiscences about his daughter growing up over the years, he gets a nudge from his wife to listen to his daughter singing a rendition of “Our House” by Crosby, Stills, and Nash, where he puts in his AirPods and is able to hear her clearly.
Welcome to Another Episode of Our Barber's Brief. In our final episode of the year, Vassilis and Marc discuss the key insights from the Cantor 2025 Trends Report, focusing on sustainability, inclusion, population growth challenges, the evolution of retail media networks, and the importance of innovation. They emphasize the need for authenticity in sustainability efforts, the business advantages of inclusivity, and the potential of retail media networks to leverage first-party data for targeted marketing. The conversation highlights the necessity for brands to adapt and innovate in a changing market landscape. Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 00:00 - Introduction to 2025 Trends Report 01:24 - Sustainability in Marketing 04:39 - The Inclusion Imperative 09:19 - Population Growth Challenges 17:17 - Retail Media Networks Evolution 25:43 - Stretching the Limits of Innovation Link to report: https://www.kantar.com/campaigns/marketing-trends
Join our hosts, Marc and Vassilis as they welcome back Elena Jasper from 'The Marketing Architects Podcast' and Conor Byrne from 'Now That's What I Call Marketing' to the "studio." In this engaging year-end review, our hosts and guests dive into standout marketing campaigns, trends in influencer marketing, and the effectiveness of various targeting strategies. They highlight successful campaigns like Budweiser's Clydesdales return and Elf Beauty's bold marketing approach while debating the future of influencer marketing and the critical role of first-party data. The conversation also explores broad targeting strategies, brand purpose vs. performance marketing, and the impact of diversity campaigns amidst cancel culture. Furthermore, they discuss the evolution of large language models (LLMs) and their marketing implications, alongside Jaguar's controversial rebranding strategy and its effect on brand loyalty. Wrapping up, they share predictions for 2025, focusing on emerging trends in media and marketing, the rise of AI in creative processes, and the importance of nuanced marketing strategies in a dynamic landscape. This episode is packed with insights, predictions, and vibrant debates you won't want to miss! Our Guests: Elena Jasper: VP of Marketing @ Marketing Architects and Podcast Host of The Marketing Architects https://www.linkedin.com/in/elenajasper/ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Senior Marketing Director and Podcast of 'Now That's What I Call Marketing' Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ 0:00 - Introduction and Year in Review 04:50 - Campaigns of the Year 14:45 - Bullish or Bearish: Marketing Trends 33:05 - Marketing Surprises of the Year 48:50 - Predictions for 2025: Media and Marketing Trends Links: Marketing Architects https://podcasts.apple.com/ca/podcast/the-marketing-architects/id1679048313 That's What I Call Marketing https://www.thatswhaticallmarketing.com/ Sleeping Barber https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Filipe Thomaz Report https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes-oxford-uni-professor-says-byron-sharp-and-ehrenberg-bass
This is a special episode of the Barber's Brief, where Marc and Vassilis celebrate their 100th episode of the Sleeping Barber Podcast, while still diving into the latest marketing and business news. A small twist to the marketing moment, where they spotlight the Podcast, its origin, vision and direction moving forward. Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 00:00 - Introduction 03:32 - US Black Friday Results 06:34 - Jaguar's Bold Rebranding 10:36 - Critique of Jaguar's Marketing Strategy 20:20 - DOJ Recommendations for Google. Sell Chrome! 27:24 - Marketing Moment: Our Podcast In The News Links: US Black Friday Spending In store & online rose by 3.4% https://www.reuters.com/business/retail-consumer/black-friday-data-shows-us-shoppers-spent-108-bln-online-2024-11-30/ Jaguar releases a concept for its new EV model after a controversy over its rebranding — which didn't feature a car. Link: https://www.businessinsider.com/jaguar-releases-concept-car-after-controversial-rebranding-campaign-woke-2024-12 Advertising Malpractice at Jaguar - Roger Martin https://rogermartin.medium.com/strategy-branding-30fcb644ecc8 DOJ: Google must sell Chrome to end monopoly Link: https://techcrunch.com/2024/11/20/doj-google-must-sell-chrome-to-end-monopoly/
Marketing may involve running campaigns, tracking pricing, or creating brands, but let's face it—marketers spend a lot of time building decks. From pitching ideas and asking for funding to reporting results or outlining strategies, we rely on presentations to drive action. Yet, no idea gains traction if it isn't understood. That's why communication and presentation skills are essential. In this episode, Nancy Duarte shares her insights on crafting persuasive presentations and mastering effective communication. Enjoy the show! Our Guest: Nancy Duarte https://www.linkedin.com/in/nancyduarte/ CEO & Principal @ Duarte, Inc. - Creative Services & Presentation Skills Training Author of 6 books & contributor to numerous publications like HBR, NYT, Wall Street Journal, Wired Her TED Talk - The Secret Structure of Great Talks has well over 3M views A client list that looks like the S&P500 listing - Apple, Hubspot, Walmart, Salesforce, Visa, Workday etc Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Background Research & Literature: Duarte, Inc. https://www.duarte.com/ TEDx The Secret Strucutre of Great Talks https://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks Books https://www.duarte.com/resources/books/ Create Slides People will Remember https://www.youtube.com/watch?v=OeV2fHEM4RI Timestamps: 0:00 - Intro to Nancy Duarte 3:35 - Nancy's career path to Presentation Agency Owner 6:38 - A presentation that won an Academy Award 9:35 - The challenge with most presentations 12:40 - How to amplify the connection to your audience 15:22 - Building decks is different from persuasive communication 19:00 - The importance of unpacking visuals 20:35 - Slideshows vs. Slidedocs 24:00 - Communication is evolving, PPT is just a tool 26:55 - How data has changed presentations 29:55 - Design implications with data 33:19 - The structure of great talks 37:42 - Why objections can improve your presentations 41:38 - Poking holes before presenting 43:45 - The Duarte Method: Story, Visuals, Delivery & Empathy 47:19 - Presenters need to think more like a helicopter than a train 49:40 - The big Aha's for great presentations 51:54 - Learning more about Nancy 55:21 - Post-pod with V and Marc
Welcome to another episode of The Barber's Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 00:00 - Introduction 00:51 - Why Tide is shifting to social-first marketing for its latest NFL blitz. 03:47 - Spotify takes aim at YT with a new revenue-sharing platform for creators. 06:07 - Google to halt political ads in EU over new regulations. 10:07 - US Ad spend managed by agency holding companies. 14:15 - 2024 CeraVe's Super Bowl Stunt: A Humorous Take on Brand Awareness. 14:15 - Ad of the Week - VW, Think Small In The News Links: Title: Why Tide is shifting to social-first marketing for its latest NFL blitz - https://www.marketingdive.com/news/tide-tackles-NFL-marketing-campaign-social-creator-content/732597/ Spotify takes aim at YT with a new revenue-sharing platform for creators - https://www.businessinsider.com/spotify-battles-youtube-with-new-creator-video-revenue-sharing-program-2024-11 Google to halt political ads in EU over new regulations - https://searchengineland.com/google-halt-political-ads-eu-448336 US Ad Spend managed by agency-holding companies, Shane O'Leary - https://www.linkedin.com/posts/shane-o-leary-1660_sometimes-you-see-a-graph-or-piece-of-data-activity-7261356951370895360-BMSB
In this episode, we're excited to welcome back our returning guest, Roger Martin, and he's brought along two brilliant co-researchers/authors, Mimi Turner and Jann Martin Schwarz! They're here to share insights from the latest Promise to the Customer (PTTC) research by WARC and The B2B Institute. Last year, Roger joined us to discuss findings from a B2C dataset, but this time, it's all about B2B. So grab a seat, plug in your earbuds and join us as we dive into what really matters to business customers today—direct from the experts. Our Guests Roger Martin - https://www.linkedin.com/in/roger-martin-9916911a9/ The World's Authority on Strategy Named #1 Management Thinker by Thinkers50 Trusted strategy advisor to CEOs of the biggest companies on the planet like P&G, Lego, Ford Author of 13 books & 34 HBR articles including Playing to Win: How Strategy Really Works Mimi Turner - https://www.linkedin.com/in/mimi-turner/ Head of Marketplace Innovation with LinkedIn LMS Fellow @ The B2B Institute Jann Martin Schwarz - https://www.linkedin.com/in/janns/ Founder of The B2B Institute, Sr. Director Marketplace Innovation Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:57 - Introduction to Mimi, Jann & Roger 3:05 - How LinkedIn is shaping the understanding of B2B marketing 5:00 - Defining & examples of a promise to the customer (PTTC) 8:40 - Linking PTTC to strategy 10:53 - Why PTTC matters 14:40 - PTTC isn't just for big brands 18:47 - The link between PTTC and a winning aspiration in business strategy 20:39 - Why PTTC can help brands differentiate 24:08 - PTTC examples with Sage ERP B2B SaaS 26:20 - how PTTC can improve ad creative 27:55 - Why PTTC works 32:50 - PTTC is more than an ad campaign 35:14 - Aligning sales & marketing to simplify the buyer's experience 38:43 - PTTC impact on ABM & targeting 41:52 - Customer promises make the customer-company relationship tangible 44:20 - Business isn't personal? 46:20 - The real job of B2B marketers 50:17 - How you know when you've got a brand 51:40 - The importance of knowing a brands before buying 54:58 - Brands are like blame insurance in decision making 57:20 - Roger: the most striking finding from this research 1:00:45 - Jann: the most striking finding from this research 1:03:55 - Mimi: the most striking finding from this research 1:05:41 - how P&G used PTTC to evaluate campaigns 1:10:08 - Post-pod with V, Marc & MIMI! Links & References The B2B Institute - https://business.linkedin.com/marketing-solutions/b2b-institute Making a Promise to the Business Customer - https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-business-customer Full Research Library - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research?selectedFilter=all-categories The Product Delusion - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/the-product-delusion Roger Martin Website https://rogerlmartin.com Medium https://rogermartin.medium.com/ SBP - PTTC 2023 episode with Roger https://podcasts.apple.com/ca/podcast/sbp-040-making-a-promise-to-the-customer-with-roger-martin/id1609811324?i=1000631039119
Welcome to another episode of The Barber's Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 00:00 - Introduction 01:25 - Is influencer marketing right for you? 04:24 - lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection. 08:18 - Moo Deng will Die. Your brand needs to be immortal. 12:08 - ChatGPT search officially launches 18:26 - The Marketing Moment: Heinz Ketchup, It has to be Heinz. 25:21 - Ad of the Week - Apple, Write Smarter. In The News Links: Is influencer marketing right for you? Dr. Grace Kite https://www.linkedin.com/posts/magic-numbers-co_is-influencer-marketing-right-for-you-the-activity-7254761570923069441-iknX YouGov findings: https://business.yougov.com/content/50275-from-kitchen-to-closet-nearly-three-in-five-users-find-fashion-and-food-influencer-advice-helpful lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection Source: https://corporate.lululemon.com/media/our-stories/2024/lululemon-and-fanatics-partner-with-nhl Moo Deng will Die. Your brand needs to be immortal Andrew Tindall on The Drum Source: https://www.thedrum.com/opinion/2024/10/24/moo-deng-will-die-your-brand-needs-be-immortal ChatGPT search officially launches Source: Techcrunch Link: https://searchengineland.com/chatgpt-search-officially-launches-447919 The Marketing Moment: Heinz Ketchup: It has to be Heinz WARC Cannes Creative Lions Grand Prix, Creative Effectiveness Lions Agency - Rethink Canada https://info.canneslions.com/the-official-cannes-lions-2024-wrap-up-report/creative-impact Ad Of The Week: Title: Write Smarter Advertiser: Apple Link: https://youtu.be/3m0MoYKwVTM?list=TLGGnLWpSYG3DtwwNTExMjAyNA The latest Apple ad, ‘Write Smarter,' follows an office worker using the tech giant's Intelligence system on his iPhone 16 Pro to refine his usually casual emails into polished, professional messages, much to the surprise of his boss, who seems a bit perplexed by the sudden shift in tone.
Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Peter Weinberg. AI is the biggest topic of the past two years. When you combine that with the science behind evidence-based marketing principles and the discipline of Market Research you get Evidenza. Our Guest: Peter Weinberg Co-Founder, Evidenza https://www.linkedin.com/in/weinbergpeter/ Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ TimeStamps 0:56 - Introduction to Peter Weinberg 1:59 - What is synthetic research? 3:45 - Three phases of Peter's career 7:03 - Leading on cutting edge thinking & technology 9:30 - 5/95 Rule 10:50 - Segmenting the market for AI-based research 13:04 - Thinking about Category Entry Points for Evidenza 15:38 - How to create synthetic personas 17:58 - A word from our sponsor - Quatical 19:19 - The speed and flexibility advantage of Synthetic-research 22:00 - Augmenting traditional market research 23:35 - Building CFO ready marketing strategy 25:48 - Using AI to solve TAM, SAM and SOM 27:23 - Correcting for hallucinations 30:24 - Error in AI v. traditional surveys 32:01 - Improving accuracy of synthetic research 33:51 - The opportunity and limitations of synthetic research 35:42 - Product Market Fit for Evidenza 37:38 - AI can be used for much more than copywriting 39:03 - How a background in marketing influences business operations 43:29 - Most growth comes from new customers 45:25 - Opportunity to financialize marketing plans 46:57 - Why marketers need to learn financial language 47:58 - Learn more about Evidenza 48:37 - Post pod with V and Marc
Welcome to another episode of The Barber's Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 00:00 Introduction 02:15 In-house vs. Downtown Agencies: Cost Savings or Misconception? 06:55 Just do it! Brand Name Lessons from Nike's Troubles! 13:19 Dom Pérignon perfectly demonstrates the appeal of scarcity. 19:25 Great Whitepaper from Mailchimp - How to Grow Your Brand 22:58 Marketing Moment: Insights from Adweek 2024 32:13 Ad of the Week In the News links: In-house vs. Downtown Agencies: https://www.linkedin.com/feed/update/urn:li:activity:7253289716513431553/ Brand Name Lessons from Nike's Troubles! https://aswathdamodaran.blogspot.com/2024/10/just-do-it-brand-name-lessons-from.html Dom Pérignon perfectly demonstrates the appeal of scarcity https://www.marketingweek.com/ritson-dom-perignon-appeal-scarcity/ Whitepaper from Mailchimp: https://mailchimp.com/resources/how-to-grow-your-brand/ Marketing Moment: Adweek 2024 Key Learnings: CTV and Retail Media AI's Role in Advertising Harnessing First-Party Data Omnichannel and Full-Funnel Strategies Privacy and Regulatory Uncertainty Declining Focus on Social Purpose, DEI and Sustainability Ad of the Week: https://youtu.be/qvFnf2EEd20?feature=shared
Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Omar Roubi. Within a business, there appears to be a constant tension between marketing and accounting/finance departments. In this episode, Marc and Vassilis speak with Omar Roubi to explore that relationship and look for some common ground and language that can help marketers better understand their businesses. Our Guest: Omar Roubi https://www.linkedin.com/in/omar-roubi-cpa-texas/Host & Director, Education & Content at LumiQ | Accounting Instructor at University of Colorado Denver | Accounting Textbook Author with Top Hat Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:57 - Intro to Omar 1:47 - About LumiQ 4:50 - Target Canada - Why they Failed 6:22 - What is a capital budget & how does it affect the 4Ps 8:11 - The danger of putting strategy before execution of the 4Ps 10:33 - Big M marketing is different from advertising 12:35 - The value including marketers CMO in Capital budget planning 16:01 - Why No Amount of Budget could have created demand for Target Canada 20:09 - How to justify marketing budgets to accounting 21:45 - Predicting the future vs. Reporting on the past 25:50 - Marketing and accounting education 30:05 - Do we understand what return means? 32:30 - How accountants see brand 34:58 - Goodwill & Settting Expectations 39:22 - A process to improve budgeting 41:08 - Understanding the roles of Finance & Accounting 43:55 - Avoiding WAGs (Wild Ass Guesses) 48:12 - Justifiing ROI: Time is on your side 52:00 - Three tips for marketers to improve financial acumen 58:45 - Post Pod with V and Marc
Welcome to another episode of The Barber's Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Links: Title: The Big Dilemma in Advertising Source: Tom Goodwin Link: https://www.linkedin.com/posts/tomfgoodwin_this-is-the-big-dilemma-in-advertising-activity-7248050327734611968-jbDM Title: IAS To Sell Attention Data to Publishers Source: Marketing Brew Link: https://www.marketingbrew.com/stories/2024/10/03/ias-to-sell-attention-data-to-publishers Pareto's Law: How Its Legacy Has Misled Marketers from Focusing on the Most Significant Consumers Source: Andreas Wallin https://www.linkedin.com/pulse/paretos-law-how-its-legacy-has-misled-marketers-from-focusing-wallin-vrruf Privacy laws raise questions for advertisers: Here's what the numbers say Source: Marketing Dive Link: https://www.marketingdive.com/news/privacy-laws-raising-questions-advertisers-numbers-data-protection/728072/ Timestamps: 00:00 introduction 01:40 The Big Dilemma in Advertising 04:07 IAS To Sell Attention Data to Publishers 06:56 Pareto's Law: How Its Legacy Has Misled Marketers from Focusing on the Most Significant Consumers 10:15 Privacy laws raise questions for advertisers: Here's what the numbers say 15:05 McCain by Adam & Eve/DDB: When the chips are down, margins matter. How a focus on long-term emotional brand building reduced price elasticity and increased profits for McCain 22:22 Ad of the Week
Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Adam Morgan. Adam is a pioneer in business and marketing, best known for his book "Eat Big Fish," which has inspired countless brands to adopt a challenger mindset. He's also authored "The Pirate Inside" and "Overthrow" and hosts the podcast "Let's Make Things More Interesting." In this episode, Adam discusses his latest research with System1 and Peter Field on "The Cost of Dull," exploring the financial impact of uninspired advertising. Guest Bio: Adam Morgan Partner, eatbigfish: Brand and Marketing Consultant On LinkedIn Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:54 - About Adam 3:23 - Defining Dull 4:28 - The data sources of Dull 6:16 - Mediocrity inspired this research 10:01 - 4 the horseman of the dull-ocolypse 14:10 - Do dull ads influence consumer perceptions 17:33 - Optimizing to the average 18:27 - Sponsor - Quatical: Fractional Marketing Leadership 20:46 - The Smarter we get, the duller we get 22:07 - The financial impact of Dull 24:49 - Is average ad creative actually responsible? 27:34 - What makes impactful communication 30:15 - Emotion is more than tears 34:05 - Insurance industry has raised the B2B bar of creativity 36:19 - The % of B2B ads that are dull 41:07 - Attention & reach are different 43:03 - Dull inputs lead to dull outputs 44:10 - What is Risk and what is responsible 48:21 - Using AI in ad creative 52:52 - More about Adam 54:04 - Post Pod with V & Marc Literature: Risk & Responsibility: A lesson in creative responsibility The Cost of Dull with Peter Field — The Challenger Project | The Home of Challenger Brands Let's Make Your Brand More Interesting | Inc.com The £10m cost of dull advertising | WARC | The Feed
Welcome to another episode of The Barber's Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Introduction 01:15 - Nike's Market Strategy and Challenges 05:31 - Amazon's Return to Office Mandate 09:52 - Swedish Advertising Insights 13:45 - The Evolution of KPIs in Marketing 25:38 - Ad of the week Links: Title: Did Nike Lose it's Cool or it's place? Prof. Koen Pauwels Source: Prof. Koen Pauwels Link: https://www.linkedin.com/pulse/did-nike-lose-its-cool-place-prof-dr-koen-pauwels-0cmqe/?trackingId=8MbCHRTATd%2Bm4DNRnHllsA%3D%3D Amazon Says No To Remote Work - Mandates full 5-day return to office Source: Techcrunch Link: https://techcrunch.com/2024/09/16/amazon-mandates-full-five-day-return-to-office/ Link#2: https://finance.yahoo.com/news/amazon-employees-blast-andy-jassy-113949840.html Title: Effective Communication 2024 report by Sveriges Annonsorer & NoA Consulting Source: Sveriges Annonsorer Link: https://www.sverigesannonsorer.se/kunskap/rapporter/effective-communication-2024 Title: Is the KPI still a good indicator of performance? Johnny Corbet Source: Marketing Week Link: https://www.marketingweek.com/kpi-good-indicator-performance/ The Marketing Moment: How KFC Integrated Creative Quality into Their Marketing Effectiveness Assessments Link: https://www.kantar.com/inspiration/advertising-media/how-kfc-integrated-creative-quality-into-their-marketing-effectiveness-assessments Ad of the Week MIRO - collaboration and project management software https://youtu.be/shy3tqvHb4g?si=QyNchqm5jw2e4GDo The Back Story - the production team used Miro to produce the commercial for Miro https://go2.miro.com/how-we-launched-a-national-ad-campaign-with-Miro.html
Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman. James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success. Enjoy the show! Our Guest: James Hurman - https://www.linkedin.com/in/jameshurman/ Founder Previously Unavailable - Innovation Studio Founder & Programme Director of the Masters of Advertising Effectiveness course with WARC Co-founder of Tracksuit - a SaaS brand health tracking system Co-author with Peter Field on the Cannes Lions / WARC publication called Creative Effectiveness Ladder Author of a new book for startups called Future Demand and The Case for Creativity Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:00 - Episode Introduction 3:28 –the trouble with CAC & the startup playbook 6:39 – why future demand (brand building) is important for startups 10:15 – is demand generation possible 15:04 – Why CAC gets worse without brand awareness 17:30 – Split budgets between brand and performance marketing 19:00 – James' journey into effectiveness 24:14 – What is effectiveness? 26:35 – The Creative Effectiveness ladder 32:35 – Do ads wear out or wear in? 37:10 – The customer need behind Tracksuit's brand health tracking SaaS 41:10 – Lessons for early-stage startups 44:53 – The power of industry expertise inside a startup 47:58 – Building Effectiveness knowledge inside companies 51:15 – Much of what marketers are taught is wrong 53:30 – Marketing evidence needs to wear in 54:15 – how to learn more about James 55:09 - Post Pod with V and Marc Background Research & Literature: James on LinkedIn https://www.linkedin.com/in/jameshurman/ Tracksuit https://www.gotracksuit.com/us Previously Unavailable https://www.previously.co/ Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand
Welcome to another episode of The Barber's Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Introduction 1:56 - Efficiency Delusion 4:54 - iOS 18 What Does It Mean For Marketers 12:30 - Brand Has Never Been More Important For B2B 17:14 - Google Lose Appeal in EU 19:56 - The Marketing Moment - Dr. Pepper Links: Story #1 Title: The Efficiency Delusion Source: Paul Worthington blog OffKilter Link: https://www.invencion.com/off-kilter Story #2a Title: iOS 18: What do the new AI features mean for Email Marketing? Source: DeployTeq Link: https://deployteq.com/ios-18-what-do-the-new-ai-features-mean-for-email-marketing/ Story #2b Title: iOS 18: Apple Visual Intelligence – search using your iPhone camera Source: Search Engine Land Link: https://searchengineland.com/apple-visual-intelligence-search-using-your-iphone-camera-446419 Story #3 Title: Brand Has ‘Never Been More Important in B2B Marketing', research reveals Source: Marketing Week Link: https://www.marketingweek.com/brand-more-important-b2b/ Story #4 Title: Nike: Google loses appeal against EU's $2.7B Shopping antitrust case, as bloc also wins $15B Apple state aid appeal Source: Masimo Guanaco on LinkedIn Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf Marketing Moment: Dr. Pepper Just Took over Pepsi: Could Coca-Cola be Next? Source: Andrew Tindall in The Drum Link: https://www.thedrum.com/opinion/2024/09/02/dr-pepper-just-overtook-pepsi-could-coca-cola-be-next The Background: Coke, Pepsi, and Dr. Pepper once dominated the U.S. soda market, but by the end of 2023, Pepsi and Dr. Pepper were tied with an 8.3% market share. Dr. Pepper's success is due to both its own strategy and Pepsi's failures. Case #1 - Branding & Rebranding: While Coca-Cola maintained a consistent brand identity, Pepsi underwent multiple major redesigns. Dr. Pepper, launched in 1885, kept its unique positioning, benefiting from a distinct brand and flavor profile. The brand leveraged its unique classification as a "Pepper Soda" to expand its distribution network. The Cola Wars: Pepsi focused on taste tests and high-profile campaigns, including controversial ads, while the overall market saw a shift towards bottled water and diverse flavors. Pepsi emphasized zero sugar and snacks. Dr. Pepper's Strategy: Unlike its competitors, Dr. Pepper avoided the "Cola Wars" and focused on its distinctiveness, committing to an eSOV (excess share of voice) strategy and consistently improving ad quality. As Gen Z becomes the key demographic, Dr. Pepper continues to focus on its 139-year-old positioning as a unique blend of 23 flavors while adapting its creative approach to resonate with younger consumers. We Play Different - The North Face Link: https://www.youtube.com/watch?v=-7qHeUak1RU&list=TLGGQEylHYKkXDwxMDA5MjAyNA&t=18s Agency: B-Reel The North Face aimed to reconnect with its core audience across fashion and outdoor sports while appealing to a younger demographic unfamiliar with its heritage. Campaign narrative and execution The campaign, "We Always Have Your Back," utilizes storytelling and visual spectacle to bridge The North Face's legacy in extreme outdoor exploration with its contemporary status as a streetwear icon. Narrated by Alex Honnold, the campaign emphasizes unity and support in adventure.
In our latest podcast episode of the Sleeping Barber Podcast, we had the pleasure of speaking with Prof. Dan Ariely, a renowned behavioural economist and the James B. Duke Professor of Behavioural Economics at Duke University. Dan is also the co-founder of several companies, including BeWorks, and the author of eight books, his latest being "MisbeLIEf." This episode dives deep into the fascinating world of behavioural economics, focusing on how misinformation and stress can significantly impact decision-making in both personal and business environments. We hope you enjoy this episode as much as we enjoyed recording it! Our Guest: Prof. Dan Ariely - https://www.linkedin.com/in/danariely/ James B Duke Professor of Behavioural Economics at Duke University Co-founder of multiple companies including BEWorks - the world's leading behavioral change firm Author of 8 books, including Predictably Irrational and the most recent MisbeLIEf TEDTalk Speaker Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:52 - Intro to Dan 3:36 - Behavioural Economics of Choice: The Economist Subscription 7:21 - The human brain is like a swiss army knife 9:30 - The inspiration of MisbeLIEf - COVID & death threats 12:59 - All of us have the potential to become misbelievers 15:15 - Mistrust in businesses & business leaders 16:30 - Stress affects our ability to trust 18:58 - Psychological resilience is affected by social connections 21:06 - Social isolation for employees hired during COVID 21:44 - Treating employees well can improve stock market returns 25:15 - ETF to track holdings based on how employees feel about where they work 25:44 - The trouble with counting the % of women in senior positions 30:38 - Two types of stress, one is harmful 32:33 - Seeing patterns where there are none 34:56 - The 2 components of misbelief 37:10 - Brands & influencers 39:47 - Improving trust on social networks 42:53 - We need to get better at consuming information 44:35 - People come to marketers too late 46:38 - Removing confirmation bias by changing the way we search 47:44 - Flush toilets and learning to understand 51:16 - Rather than argue the facts, accept ambiguity 53:50 - How to change people's minds 55:05 - Why ostracism is so destructive 56:30 - Learn more about Dan 59:05 - Post-Pod Discussion with Marc and V Background Research & Literature: Dan's Website https://danariely.com/ Links to all his papers, videos etc. https://danariely.com/resources/#v-thoughts-of-the-week Links to his books https://danariely.com/books/ Center of Advanced Hindsight https://advanced-hindsight.com/ Irrational Capital ETF https://finance.yahoo.com/news/irrational-capitals-hapi-outperforming-p-120000068.html Center for Advanced Bureaucracy https://centerforbureaucracy.com/ The Life We Should Live https://www.thelifeweshouldlive.com/
Welcome back to another episode of The Barber's Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week. Enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Introduction 2:38 - Update to Google's Pmax Reporting 5:37 - Using the Playting to Win Framework for Competitor Analysis 9:37 - Google Cancels The Cookie Deprivation 12:55 - The Power of Aunthicity 19:02 - The Marketing Moment - The Dollar Shave Club 26:25 - Ad of The Week 30:04 - Coming Up Next Week, Dan Ariely Links: Story #1 Title: Google adds new PMax reporting, generative AI tools Source: Search Engine Land Link: https://searchengineland.com/build-modern-digital-marketing-plan-444367 Story #2 Title: The Best Strategy Icebreaker Source: Roger Martin Medium Link: https://rogermartin.medium.com/the-best-strategy-icebreaker-0c9b6ae58461 Story #3 Title: Google Won't Kill Off Cookies, Consumers Will – And That's How It Should Be Source: Adexchanger Link: https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/ Story #4 Title: Nike: AN epic saga of value destruction Source: Masimo Guanaco on LinkedIn Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf Marketing Moment: Dollar Shave Club's Viral Launch: A Marketing Masterclass Link: https://www.youtube.com/watch?v=ZUG9qYTJMsI The Birth of Dollar Shave Club Founded in 2011 by Michael Dubin and Mark Levine, Dollar Shave Club aimed to solve a common consumer pain point: overpriced and inconvenient razor purchases. The company's subscription-based model promised high-quality razors delivered directly to customers' doors at a fraction of the cost, challenging the traditional retail model. The Viral Video: "Our Blades Are F***ing Great" Key Elements of the Video: Authenticity: Michael Dubin's natural and relatable delivery made the brand feel genuine and trustworthy. Humor: The script was packed with memorable jokes and absurd scenarios that entertained while conveying the product's value proposition. Simplicity: The video clearly explained the problem (expensive, inconvenient razors) and DSC's solution in an easily digestible format. Shareability: The entertaining nature and concise length made it highly shareable across social media platforms. Immediate Impact: Within 48 hours of its release, the video amassed over 12,000 orders, crashing the company's servers due to the unexpected traffic surge. Results and Growth The viral success of the video translated into exponential growth for DSC. Customer Acquisition: The company gained a massive influx of subscribers, building a strong customer base rapidly. Investor Confidence: The buzz attracted substantial investments, fueling further expansion and product development. Industry Disruption: DSC's success challenged established brands, leading to shifts in marketing strategies and pricing models within the industry. Acquisition: In 2016, Unilever acquired Dollar Shave Club for a reported $1 billion, highlighting the monumental success achieved through innovative marketing. Ad of the Week McDonalds - first full AI-generated video that I'm aware of via john james https://www.linkedin.com/posts/officialjohnjames_ai-advertising-ugcPost-7231841679882731520-_Hcq/?utm_source=share&utm_medium=member_android Mcdonalds Japan has released a polished ad using AI that cost the creator $50 in tools. The implications for worldwide advertising supply chain are huge
Welcome back to another episode of the Sleeping Barber Podcast! Today, we're diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies. Our Guest: Dan White https://www.linkedin.com/in/danwhite1000/ Marketing & Insights Innovator Former CMO, co-developed Kantar's BrandZ - the world's biggest brand equity measurement system 4-time author of some of the best marketing books in the world Including the topic of today's call the Smart Advertising Book Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:50 - Intro to Dan 2:43 - How does the Smart Advertising fit with his other books 5:36 - Why write this book 7:35 - SMART = Evidence-Based Concepts 9:38 - The evidence for advertising ROI 13:20 - The evidence for demand generation 14:52 - The evidence for making customer switch 17:32 - The biggest driver of purchase behaviour 18:50 - How does advertising really work 22:14 - Why brands work over the long term 25:09 - We're overcomplicating how branding works 31:09 - Why brand building is the right phrase 32:13 - Why packaging and ad creative need to match 34:37 - Core Concept: Reach v. Frequency 40:15 - Core Concept: Broad v. Narrow Targeting 48:47 - Core Concept: The optimal marketing budget 53:40 - Core Concept: Burst vs.Spreading Spend 58:44 - Find out more about Dan 1:00:44 - Post Pod with V and Marc Episode Quote: "If you can't explain it simply, you don't understand it well enough." - Dan White Show Links: The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186 Dan's Website https://www.smartmarketing.me/ Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide
Welcome back to another episode of The Barber's Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week. Enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Introduction 1:01 - Consumer Still Feeling teh Inflation Squeeze 3:26 - Tik Tok Tightens Teen AD Targeting 5:52 - Apple's Vision Pro 1.4bn Failure 8:49 - The Growing Pains of Retail Media 12:05 - Marketing Moment: XBOX Football Manager 16:46 - Ad of the Week: McDonald's Retro Birthday Party Links: Title: Consumers still feeling the squeeze despite falling inflation Source: Link: https://www.marketingweek.com/consumers-squeeze-inflation-data/ Summary Title: TikTok tightens teen ad targeting and boosts AI transparency Source: Search Engine Land Link: https://searchengineland.com/tiktok-teen-ad-targeting-ai-transparency-443986 Title: Apple's Vision Pro $1.4bn failure shows importance of market orientation Source: The Drum Link: https://www.thedrum.com/opinion/2024/07/15/apple-s-vision-pro-600m-failure-shows-importance-market-orientation Title: The growing pains of retail media: Dodging ROAS gremlins Source: Marketing Week Link: https://www.marketingweek.com/retail-media-roas-gremlin/ Marketing Moment: Highlighting Case studies (3-4 minutes): XBox Football Manager (FM24) Video Game Everyday Tactician - McCann London https://www.youtube.com/watch?v=elq83mERXv0 Background If you've seen Wrexham docuseries they have been promoted to EFL One There's a huge advantage for teams that get promoted - more $, better players, better coaches etc Bromley had been in the lower leagues for 132 years Bromely paired with Xbox to recruit talent using their FM24 game Like moneyball but with gamers Filmed a documentary, promoted on social & the game Results Hired the “Everyday Tactictian” a guy named Nathan Owolabi who was a tour guide at Wembly Became part of the team's backroom staff and worked for the club's manager Campaign won a bunch of awards including Cannes Lions Grand Prix Picked up a lot of press 1.5B impressions 190% increase in FM players Most played version ever Bromely FC promoted to EFL two for the first time in the past 132 years Ad of the Week McDonald's serves up retro birthday party ad to celebrate 50 years in UK Link: https://youtu.be/MgBs3DgLZBk McDonald's is kicking off a major new campaign celebrating 50 years since opening in the UK with a faithfully recreated reminder of the joy of its childhood birthday parties. McDonald's new campaign commemorating 50 years since its first UK location opened in Woolwich, London. The campaign features a nostalgic ad filmed in the original restaurant, meticulously recreated to evoke the ambiance of 1980s childhood birthday parties. Produced by Leo Burnett, the 60-second spot aims to celebrate McDonald's heritage and appeal to sentiments of joy and nostalgia associated with its early years in the UK.
In our latest episode, we delve into the critical topic of ethics in marketing and advertising with Amina Mattern, Industry Strategy Lead at LinkedIn Marketing Solutions. Amina shares her extensive experience and insights on the evolving landscape of digital advertising, data privacy, and consumer trust. Discover how data has become the new currency and why transparency, honesty, and societal well-being are essential for building and maintaining trust. Learn about the impact of regulations like GDPR and CCPA, and explore the potential of synthetic data in market research. This episode is packed with valuable information for marketers looking to navigate the complex world of digital ethics. Don't miss out on this enlightening conversation. Listen now and take your first step towards becoming a more responsible and effective marketer. Our Guest Amina Mattern https://www.linkedin.com/in/amina-mattern/ Industry Strategy Lead @ LinkedIn Marketing Solutions | Financial Services & Fintech Experience working agency side, MediaCom, Omnicom, and also held the position of Head of Marketing Strategy for Loblaws. Our Hosts Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ References:Canadian Marketing Association's Code of Ethics https://thecma.ca/resources/code-of-ethics-standards Quote of the Episode: "The way that you handle data and privacy is very much a part of your brand." - Amina Mattern Timestamps 0:51 - Introduction to Amina Mattern 2:15 - Amina's career path 4:00: - How roles in brand, agency and platform shaped Amina's perspective on marketing ethics 5:53 - More data, more regulations 8:30 - Directional trends on regulation and policys 10:40 - Ethics and data privacy impacts brand reputation 12:40 - How local consumer expectations affect ethic & policys 15:28 - Data is currency 17:50 - If you collect data, you need an ethical data strategy 20:09 - Cookie deprecation & ethics 28:43 - A consumer's responsibility with data collection 32:02 - Ethics in synthetic data 35:30 - Future of ethics in advertising 38:18 - Technology isn't a substitute for ethics 42:22 - Post-pod with V and Marc
Welcome back to another episode of The Barber's Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Time stamps: 0:00 - Introduction 2:56 - Measuring the relationships between brands and AI Models 06:11 - The rise of brand refreshes over splashy ads 09:30 - Diageo's commitment to marketing investment 11:48 - Partnerships between media agencies and research firms 19:06 - Ad of the Week - CeraVe New Campaign 25:57 - Coming up next week In The News Links: The Sandbox's terms of service may be “onerous, discriminatory and one sided,” according to an open web advocacy group. Source: The Drum Link: https://www.thedrum.com/news/2024/07/15/google-s-privacy-sandbox-terms-may-ironically-violate-privacy-law-new-research-says Amazon Prime Day Source: VOX Link: https://www.vox.com/money/360028/amazon-prime-day-2024-target-walmart-temu Amazon's AI shopping assistant Rufus is live for all U.S. customers Source: Search Engine Land Link: https://searchengineland.com/amazon-rufus-live-444097 Loyalty scheme will enable ‘even smarter' pricing Source: MarketingWeek Link: https://www.marketingweek.com/mcdonalds-loyalty-scheme-smarter-pricing/ Marketing Moment: Converse Create Now, Create Next Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O Summary of the Initiative Converse implemented a dynamic Instagram marketing strategy to boost engagement and brand visibility by leveraging user-generated content, influencer partnerships, and engaging visuals For their create now, create next campaign. What Was the Problem They Were Trying to Solve? Converse aimed to engage a younger audience on social media and stand out in a competitive market by creating a strong, relatable brand presence on Instagram. Who Was Involved in Creating This? Converse's in-house marketing team drove the initiative. While specific agencies or external vendors were not mentioned, influencer partnerships played a significant role in the campaign. What Solution Was Engineered? User-Generated Content: Encouraged followers to share photos using hashtags like #ConverseStyle. Influencer Partnerships: Collaborated with influencers and celebrities to reach a wider audience. Engaging Visuals: Maintained a vibrant, dynamic feed with a mix of professional photos, user-generated content, and artistic graphics. Interactive Campaigns: Ran contests and interactive campaigns to boost engagement. Consistent Brand Voice: Maintained a casual, fun, and relatable tone across all posts. Results Converse achieved a higher engagement rate on Instagram than many competitors, significantly increasing its brand visibility and follower growth. Key Takeaways Leverage User-Generated Content: Encouraging followers to share their own content can create a sense of community and provide authentic marketing material. Influencer Partnerships: Collaborating with influencers can help reach a broader audience and add credibility to your campaigns. Consistent Brand Voice: Maintaining a consistent and relatable tone helps build a strong brand identity.
This week, we dive deep into marketing effectiveness with the distinguished Professor Koen Pauwels. Get ready for a treasure trove of insights, including a checklist on increasing sales, the two most common mistakes marketers make, and whether a discount or doubling your budget will drive sales. Professor Pauwels, Vice Dean of Research at Northeastern University, shares his expertise on data-driven decision-making, the difference between efficiency and effectiveness, and the role of intuition in marketing. This episode is packed with actionable advice and thought-provoking discussions you won't want to miss! Don't forget to leave a review on Apple or Spotify if you enjoy the show. Your feedback means a lot to us! Our Guest: Professor Koen Pauwels Distinguished Professor of Marketing and Vice Dean of Research at Northeastern University Consultant for companies like Amazon, Microsoft, Unilever, and Sony Author of multiple books and award-winning papers Website: www.marketingandmetrics.com Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Topics Discussed: • Data-driven vs. evidence-based decision making • Marketing effectiveness and efficiency • The importance of goal alignment in marketing • How to avoid common marketing mistakes • The role of intuition and creativity in marketing • Segmentation, targeting, and positioning • Old world vs. new world marketing • Effective use of discounts and advertising budgets Quote of the Episode: "In marketing, it's better to be vaguely right than precisely wrong." - Professor Koen Pauwels Timestamps 0:00 - Introduction to the theme and Prof. Pauwels 2:55 - How Prof. Pauwels got into marketing effectiveness 3:52 - The model + the manager is better than either individually 5:20 - The difference between marketers in the US vs Europe 7:22 - Marketing Effectiveness vs. Effeciency 9:20 - ROI is limiting if you're a mid to large size company 11:54 - ROI is NOT an effectiveness metric 14:50 - Improving marketing ROI is a team sport 16:05 - Looking for evidence where the light shines 17:37 - When Facebook Likes isn't an objective 22:22 - Reach is a proxy metric 25:19 - The two big mistakes marketers consistently make 30:45 - Marketing theory: what still matters and what doesnt 35:43 - How does advertising actually work 38:30 - The common response to how sales volume respond to discount 41:27 - A checklist to quickly increase sales 45:40 - Reference pricing 48:30 - How do we get from here to there? 54:29 - Find out more about Prof. Pauwels 56:30 - Post-pod with V and Marc Long-Term effects of Advertising https://www.linkedin.com/pulse/long-term-effects-advertising-prof-dr-koen-pauwels-gasve/?trackingId=ydTzAVjqTFujBWIsvMnupQ%3D%3D Reference for all Published Papers https://marketingandmetrics.com/sitemap/ It's not the size of the data, it's how you use it https://www.amazon.ca/Its-Not-Size-Data-How-ebook/dp/B00HSUWKY4?ref_=ast_author_dp
Welcome back to another episode of The Barber's Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Time stamps: 0:00 - Introduction 2:56 - Measuring the relationships between brands and AI Models 06:11 - The rise of brand refreshes over splashy ads 09:30 - Diageo's commitment to marketing investment 11:48 - Partnerships between media agencies and research firms 19:06 - Ad of the Week - CeraVe New Campaign 25:57 - Coming up next week In The News Links: Measuring the relationship between brands in AI models and market share Source: WARC Link: https://www.warc.com/content/feed/tom-roach-measuring-the-relationship-between-brands-in-ai-models-and-market-share/en-GB/9684 Why marketers keep refreshing brands instead of betting on splashy ads Source: Marketing Dive - Opinion Piece Link: https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/ Diageo commits to ‘strong' marketing investment as efficiency improves Source: Marketing Week Link: https://www.marketingweek.com/diageo-strong-marketing-investment-efficiency/ Omnicom Media Group strikes a deal with a top marketing research body Source: More About Advertising Link: https://www.moreaboutadvertising.com/2024/07/omnicom-media-group-strikes-deal-with-top-marketing-research-body/ Marketing Moment: A marketing Case study Alka Seltzer Plop Plop Fizz Fizz Background In the 60's Alka-Seltzer was suffering from poor reputation with younger buyers They associated the product with over-indugence Needed a new strategy to revitalize sales Hired Tinker & Partners Previous campaigns focused on speed of relief - no matter what shape your stomach is in Insight Mary Wells AE caught wind that two tablets were better than one and came up with the now infamous Plop Plop Fizz Fizz campaign Added the jingle, suggested how to use the product with Plop Plop (2 tablets) Result Sales nearly doubled overnight About Mary Later became the first woman to own and run a major nationa ad agency (came up with the I love NY slogan) Wells Rich Green and first female CEO of a NYSE listed company Ad of the week: CeraVe takes on soap operas in new genre-spoofing campaign Video: https://www.youtube.com/watch?v=JNNwE-GZC_A CeraVe launches a dramatic new campaign today (July 15) for its Hydrating Facial Cleanser, featuring video content, influencer marketing, and a mobile tour focused on skincare education, as shared with Marketing Dive. The campaign includes a two-minute “Cleanse Like a Derm” video starring actress Xochitl Gomez. The storyline, full of soap opera clichés like overacting, frosted lenses, and doppelgangers, revolves around a family whose CeraVe has been replaced by bar soap. Media placements will span digital, social, and streaming platforms. Fresh from a big win at Cannes, the L'Oreal brand continues to push creative boundaries. This latest initiative partners with 30 influencers to create soap opera-inspired content and kicks off a mobile tour with stops in New York, Chicago, Nashville, and Atlanta, featuring games, photo ops, and expert skincare advice.
In the latest episode of the Sleeping Barber Podcast, we sit down with Dr. Ella Ward, a senior marketing scientist from the Ehrenberg-Bass Institute. Dr. Ward shares her expertise on the importance of visual brand identity, the difference between being data-driven and evidence-based, how to create cohesive brand packaging and most importantly Marc and V get a lesson on Aussie rules footy! This is an episode you do not want to miss! Don't forget to join our hosts, Vassilis and Marc, for some post-podcast banter! Quote of the episode: “Your strategy can't be based on differentiation. Your competitors will catch up." Our Guest: Dr. Ella Ward Sr. Marketing Scientist @ Ehrenberg-Bass Institute Enhancing visual brand identity across a product portfolio. https://www.linkedin.com/in/ella-ward-/ Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Background Research & Literature: https://journals.sagepub.com/doi/10.1177/14707853231201852?icid=int.sj-abstract.citing-articles.4 https://www.unisa.edu.au/media-centre/Releases/2023/coloured-by-numbers/ https://www.linkedin.com/posts/ella-ward-_distinctiveassets-evidencebasedmarketing-activity-6785027383834611713-eeTI https://marketingscience.info/research-services/distinctive-assets/ Timestamps: 0:00 - Podcast Introduction 0:50 - Introduction to Ella 3:31 - Path to becoming a Marketing Scientist @ Ehrenberg-Bass Institute 4:28 - Ella's areas of research 5:23 - Visual cohesion across the brand portfolio 6:40 - The scientific revolution happening in marketing 8:39 - Marketing science matters because the real world is a very weird place 10:33 - Data-driven vs. Evidence-based marketing 13:05 - Using science to lead change 16:40 - Bloodletting & changing paradigms 18:30 - The difference between brand books and Distinctive Brand Assets (DBA) 20:44 - Making brands available & linking brands to memory 23:22 - Brand management isn't about policing, it should be fun 26:45 - Rebranding? Know what assets trigger the brand 29:20 - How effective are your DBAs at triggering memory 30:52 - Why characters are more memorable than other types of distinctive assets 34:20 - Rebranding? know the strength of your distinctive assets 36:15 - Adding to your distinctive asset pallet - Ikea voiceover 39:10 - Hagen-Dazs Case Study 39:40 - Package colours used to signal variety aren't often effective 43:17 - The danger of using colour to signal a variety 45:38 - Prioritize your branding over colour signalling 49:43 - Decreasing product packaging types to improve advertising efficiency 51:00 - Cohesive branding improves the bottom line 53:17 - Differentiation v. Distinctiveness in product packaging 58:25 - Packaging Services 1:01:45 - Post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber
Welcome back to another episode of The Barber's Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In The News: Nike ramps up innovation to combat sales slip in ‘transition year' Link: https://www.marketingweek.com/nike-accelerate-innovation/ Ritson on Creativity - WARC Podcast https://podcasts.apple.com/us/podcast/mark-ritson-on-creativity-brand-and-the-need-for/id1563243327?i=1000660441127 The Boston Marathon Got a New Logo and Runners are Not Happy https://www.fastcompany.com/91148937/the-boston-marathon-got-a-new-logo-and-runners-are-not-happy Get ready for the Echo-Verse: New Rules of Cross-Channel Marketing https://hbr.org/2024/06/the-new-rules-of-marketing-across-channels Marketing Moment The Field Trip to Mars - 2018 Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O Lockheed Martin, a Global Security and Aerospace company wanted to Inspire interest in Mars exploration and STEM education. The Brief: Space was/is experiencing a cultural Renaissance to rival the excitement of the Space Race. SpaceX, Virgin Galactic and Mars One, and movies recaptured the general public's imagination with space. It is estimated that humans will set foot on Mars within two decades, making STEM education more important than ever. So they set out to inspire the next generation of deep space explorers, creating a VR experience that shows them what it's like to visit Mars Solution & Cultural Context: They rendered 200 sq. mi of Mars' surface based on real Mars geography and mapped it to D.C streets. Then we bought a school bus. The bus was gutted and equipped with custom electric glass that switched from transparent to opaque, plus 4K transparent LCDs, while preserving its school bus appearance. Integrating our Mars landscape, custom screens, GPS, accelerometer, magnetometer and laser velocimeter, the bus became a VR headset. When it moved, Mars moved and when it turned, it turned on Mars. Impact: Generated extensive social media buzz and media (NBC, ABC, and Fox, Engadget, Futurism and Digital Trends) coverage. Trended on Facebook globally for over 24 hours. Featured in major news outlets and tech sites. In a week after it's debut, Lockheed Martin saw a 3000% increase in Mars-related conversations post-launch, 260% more than spaceX. Videos of the experience garnered over 6 million views. References: https://www.unrealengine.com/en-US/spotlights/out-of-this-world-an-inside-look-at-the-making-of-field-trip-to-mars https://www.dandad.org/awards/professional/2017/direct/26343/the-field-trip-to-mars/ Audience Q&A (2-3 minutes): Jon Lorenzini post - Do you know marginal ROAS is better than incremental or regular ROAS? https://www.linkedin.com/posts/jonathanlorenzini_marketingscience-marketinganalytics-marketing-activity-7209922721428729858-wi0B
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