Podcasts about vassilis

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

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 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

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

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

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

Esta semana en portada tenemos a La Bien Querida. Escuchamos su nuevo trabajo titulado 'LBQ' con el que firma nuestro disco de la semana, álbum que ella misma nos presenta. Además te proponemos dos horas cargadas de actualidad musical. En la primera parte escuchamos novedades nacionales de la mano de La La Love You, Gara Durán, Marban & Jimena, Fermi y Bravender. En la segunda parte escuchamos novedades foráneas con la firma de Pulp, Arcade Fire, The Divine Comedy, Crystin, Clovers Daughter, Garth Adam, Frankie Cosmos, Bunch of Ace, Arrows in Action, Justin Duvivier, Duplexity, Valerie June, Vassilis, Cold Leather Seats, Sadie Jean, Som Som, Siri Neel, In My Better Days, Syml, Isla Noon y The Hives. Te preparamos para el inminente SanSan Festival de Benicàssim mientras escuchamos lo nuevo de Sen Senra y Ed Maverick, Amaia y Dorian. La versión de la semana la firma Chloe Clouds con un tema de los 90 original de Goo Goo Dolls. Y el momento más bailable se lo marca el francés Play Paul remezclando al mítico compositor de bandas sonoras Francis Lay.

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

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.

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

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 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.

Είχαμε να γράψουμε 40 μέρες. Το σημερινό podcast θα είχε θέμα ταξίδια, νεογέννητα μωρά και τελοσπάντων ΟΧΙ ΝΒΑ! Τελικά είχε το trade του αιώνα, τον Ιάσονα να μπουκάρει σε πανικό 1 ώρα μετά αφού τον πήρε ο ύπνος ενώ η τύχη του δούλευε και έκτακτο καλεσμένο τον - συγκλονισμένο - Βασίλη Παπανδρέου. Όλοι θα θέλαμε - και - τον Κώστα Πελεχρίνη αλλά είναι ακόμα σε εμβρυακή στάση. Όταν μπορεί να μιλήσει ξανά, θα τον φέρουμε! Τα υπόλοιπα ακούστε τα μόνοι σας. Γνώση.. is back!

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/

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

In this episode, join Conor Byrne as he catches up with Elena Jasper of The Marketing Architects Podcast and Co-Hosts of The Sleeping Barber PodcastMarc Binkley & Vassilis Douros as they dive into an engaging year in review. The group discusses major marketing campaigns from 2024, debates the value of brand versus performance marketing, and share surprising developments from the year. Throughout the episode, they analyze the impact of controversial marketing strategies, the evolving role of AI in creative processes, and the anticipated rise of video content. Don't miss their bold predictions for the marketing landscape in 2025 and beyond. Whether you're a marketer or marketing enthusiast, this year-end analysis offers valuable insights and lively discussion.00:17 Meet the Hosts02:15 Campaigns of the Year11:49 Bullish or Bearish: Marketing Trends12:18 Influencer Marketing Insights25:51 Greenwashing and Brand Authenticity26:59 Marketing Surprises of the Year27:18 TV Ad Spend and Frequency Debate30:23 Pre-Testing Debate and Innovations34:24 Jaguar's Controversial Rebrand41:10 Predictions for 202543:05 AI's Role in Creative Marketing45:17 Debating Marketing Theories Hosted on Acast. See acast.com/privacy for more information.

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/

Vassilis Christopoulos führt ein Doppelleben: Er ist Dirigent und lehrt das Dirigieren. Er dirigiert Opern und Konzerte, er ist in Deutschland geboren und in Griechenland aufgewachsen, und er lebt in Frankfurt am Main und in Athen. (Wdh. vom 04.12.2018)

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

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.

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

This week, we sit down with Vassilis Fotilas and Popy Kaia from Fraser Greece to discuss the recent merger of Fraser Greece and Atalanta Golden Yachts, as well as the current state of the Greek charter and sales market. Vassilis and Popy also talk through some recent rule changes that make chartering in Greece easier for foreign-flagged yachts, and why the country is seeing an exponential rise in superyacht visits. The pair also pick out some of their island highlights and explain why Greek captains are the best. BOAT Pro: https://www.boatinternational.com/boat-pro Subscribe: https://www.boatinternational.com/subscriptions Contact us: podcast@boatinternationalmedia.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 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.

Future of Plastics: Can We Make Them Carbon Negative? In this episode of Plastic Podcast, host Clark Marchese interviews Dr. Vassilis Daioglou, a Senior Researcher at the PBL Netherlands Environmental Assessment Agency. They explore the potential pathways for reducing plastic's impact on climate change using integrated assessment models. Dr. Daioglou discusses three key strategies: pricing emissions from burning plastics, enhancing recycling efforts, and using bio-based materials. Learn how these models project a net negative carbon emission from plastics and what it means for our future. Dive into the complexities of the circular bioeconomy and discover how innovative approaches could turn plastics from a problem into a climate solution. Tune in for an insightful discussion on sustainability and climate action.Episode Guests: Dr. Vassilis DaioglouBrowse Dr. Daioglou's publications on Google Scholar More information about the episode and the Plastic PodcastEpisode Transcript and more information on the Pine Forest Media WebsiteFollow Pine Forest Media on Instagram @pineforestmediaHosted, produced, and edited by Clark Marchese Cover art and PFM logo by Laurel Wong. Theme music by Tadeo Cabellos Hosted on Acast. See acast.com/privacy for more information.

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

The Mindless Marketer Series is back. The second episode of the series, Marc Binkley & Vassilis Douros of the Sleeping Barber Podcast, covers hot marketing topics of today. We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy! 00:00 - Introduction01:19 - Convince Your C-Suite: The Real Impact of Creativity07:30 - The Evolution and Challenges of the CMO Role11:47 - The Creative Brief11:50 - Data-Driven Marketing: A Double-Edged Sword17:50 - NEW SEGMENT - This or That!18:45 - Campaign Pre-testing26:13 - Does Creative Inform Media, or Media Inform Creative33:03 - Differentiation vs. DistinctivenessGet in touch with the hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Conor Byrne:https://www.linkedin.com/in/conorbyrne/Check out the Sleeping Barber Podcast here https://www.sleepingbarber.ca/Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here Hosted on Acast. See acast.com/privacy for more information.

Easy Greek Stories #29 - Το Καμάκι: Η τέχνη του φλερτ πριν το Internet | To kamaki; the art of flirting before the internet. In this episode, Eva will read you a story about Vassilis, who lives on Paxos island, and was a kamaki in his younger years...and what this means exactly? https://masaresi.com/product/easy-greek-podcast-notebook-29/ Listen to a short Greek story, written and narrated by native Greek teachers at the Omilo School. Improve your listening skills, and learn extra new vocabulary. Every month a new story, taking place in Greece and at an Intermediate language level in Greek.  text, video, and podcast link at  https://masaresi.com/product/easy-greek-podcast-notebook-29/ +++++++++++++++ The story is read first at a slow pace, followed by the same story at a normal speaking pace. The podcast recordings are available on SoundCloud, Spotify, Google Podcast, Apple Podcast.  If you want to learn more, then purchase your notebook(s) that accompanies the Intermediate Podcast Stories. It is available ⁠⁠https://masaresi.com/product-category/greek-podcast-notebooks/⁠⁠. That way you can also practice your language skills with the Greek transcription, English translation, vocabulary list, extra exercises to improve your Greek, video link + subtitles. With the notebook, you also receive the audio as an MP3 file, which you can download to your computer, and you can listen to offline. We hope that you will discover new and interesting things about Greece while enjoying listening to those short stories. Produced by Omilo Greek Language and Culture; www.omilo.com +++++++++++++++++++++++++++++++++++++++++++++ Podcast story script + Notebook content & design ; Maya Andreadi. Podcast audio and Video montage, Notebook proofreading and grammar; Myrto Yfanti Podcast narrator; Eva Christodoulou ++++++++++++++++++++++++++++++++++++++++++++++ (Note: this podcast is not a Greek course and the episodes don't follow a step-by-step grammar or difficulty sequence.) Of course, always welcome to learn Greek with Omilo, in Greece!https://omilo.com/greek-language-courses/

Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret. Don't forget to join our hosts, Vassilis and Marc, for post-pod banter! Our Guest: Arry Tanusondjaja https://www.linkedin.com/in/arryt/ Senior Marketing Scientist at Ehrenberg-Bass Institute 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/⁠ Podcast Literature: Dominos Fortressing Strategy: https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/ Most expensive Starbucks Drinks: https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/ HBR 2: https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269 Market-Based Asset Theory for Brand Competiton: https://www.sciencedirect.com/science/article/pii/S096969892300317X Timestamps: 0:44 - Intro to Dr. Arry Tonusondjaja 2:09 - What is mental and physical availability - Easy to Mind, Easy to Find 5:00 - The 3 main components of physical availability 7:26 - Physical availability is more than distribution 9:22 - Why the scope of marketing is bigger than ad creative 11:15 - The value of consistent branding in retail environments 12:59 - The danger of rebranding especially product packaging 16:10 - Why we satisfice and aren't brand loyal 17:43 - Remove barriers to purchase 19:01 - Domino's location-based “Fortressing” strategy 20:48 - Customers are cognitive meisers 21:53 - Why dine-in customers, are different from carry-out and delivery customers 25:45 - eCommerce increases physical availability 29:01 - Customers want to shop how they want, don't force them to change how they want to buy 32:02 - Some digital ads aren't ads, they're signage 34:54 - Physical availability applies to SaaS and B2B 40:47 - The role of physical availability is to harvest the work of mental availability 42:03 - The strategy of building a relevant portfolio of products 48:20 - The danger of large product portfolios and brand extensions 52:20 - Tropicana - a warning for product package rebranding 55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops 57:22 - How to know when a market has physically saturated a market 1:00:48 - Choosing between your own store and distribution channels 1:03:50 - How physical availability brings marketing and sales together 1:05:32 - How Startups can benefit from mental and physical availability 1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute 1:09:28 - 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 ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Recorded Live at ETH Denver 2024, this conversation explores the intersection of crypto and AI, discussing the need for decentralized AI models and the challenges of achieving this. The participants highlight the importance of keeping AI open and driven by people, rather than organizations. They discuss the potential of blockchain and Web3 technology to enable new business models and address the limitations of centralized AI companies. The conversation also touches on the role of incentives and tokens in driving innovation in the crypto AI space. The discussion concludes with an examination of BitTensor and the potential for future advancements in crypto AI. The conversation explores various themes related to the intersection of crypto and AI. It discusses the value of outside judgment in rating AI systems, the concept of a hive mind, and exciting use cases in the crypto and AI space. The projects AGI Guild and Morpheus are highlighted, along with the decentralized data warehouse Space and Time. The potential of utilizing unused data in DeFi protocols and the decentralized chat GPT platform MyShell.ai are also discussed. Concerns about OpenAI's dominance, the collaboration between Web2 and Web3, and the concept of zero party data are explored. The conversation also touches on the potential of data DAOs and crowdsourcing, the idea of minimum viable centralization, and the inflection point of decentralized AI and compute. Tangible innovation in ZKML and decentralized data, the importance of edge compute, and the need for decentralized inference are further examined. Casey's Twitter Colin Gagich Vassilis Twitter Chapters 00:00 Introduction and Background 01:54 The Need for Crypto and AI 06:29 Challenges of Decentralizing AI 09:18 Building Better Models with Web3 13:31 Innovation and Value in Crypto AI 19:11 BitTensor and the Future of Crypto AI 24:18 The Value of Outside Judgment 25:14 The Concept of a Hive Mind 25:43 Exciting Use Cases at the Intersection of Crypto and AI 26:33 AGI Guild and Morpheus Projects 27:32 Space and Time: Decentralized Data Warehouse 29:26 Utilizing Unused Data in DeFi Protocols 29:53 Decentralized Chat GPT with MyShell.ai 30:48 Concerns about OpenAI's Dominance 34:00 Web2 and Web3 Collaboration 35:11 The Concept of Zero Party Data 37:30 The Potential of Data DAOs and Crowdsourcing 38:06 Minimum Viable Centralization 40:29 The Inflection Point of Decentralized AI and Compute 43:45 Tangible Innovation in ZKML and Decentralized Data 45:35 The Importance of Edge Compute 46:30 The Need for Decentralized Inference Disclosures Disclosures: This podcast is strictly informational and educational and is not investment advice or a solicitation to buy or sell any tokens or securities or to make any financial decisions. Do not trade or invest in any project, tokens, or securities based upon this podcast episode. The host and members at Delphi Ventures may personally own tokens or art that are mentioned on the podcast. Our current show features paid sponsorships which may be featured at the start, middle, and/or the end of the episode. These sponsorships are for informational purposes only and are not a solicitation to use any product, service or token. Delphi's transparency page can be viewed ⁠⁠⁠⁠here⁠⁠⁠⁠. --- Send in a voice message: https://podcasters.spotify.com/pod/show/the-delphi-podcast/message

Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation. Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development. Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter! Our Guest: Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done Founder & CEO of Strategyn https://strategyn.com/ linkedin.com/in/tonyulwick/ Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation. 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/⁠ Podcast Literature: Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/ HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY JTBD Free Download - https://strategyn.com/jobs-to-be-done/ What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map Startup Stats - https://www.embroker.com/blog/startup-statistics/ Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/ Timestamps: 0:44 - Tony Ulwick Introduction 3:04 - Why are innovations typically so unsuccessful? 6:24 - Segmenting across unmet needs instead of industry verticals 9:03 - Why most innovations are done in reverse 11:15 - I need a ¼ inch hole, not a ¼ inch bit 12:49 - Kodak didn't know what market they were in 14:50 - The goal of segmentation & why personas fail 18:54 - Circumstances, not demo or firmographics, cause segments to exist 23:22 - Customers are aware of the problems they have, but not the solutions that exist 25:01 - Marketing strategy is about finding unmet needs and fulfilling them 28:40 - How to identify the jobs customer's are trying get done 31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs 35:45 - Most products don't get the entire job done 37:55 - Category Entry Points v. JTBD 43:14 - Reinventing a Banana 45:01 - Using JTBD in enter crowded markets 47:52 - Using JTBD to reposition an existing product 51:02 - Solutions mindsets aren't as helpful as problem mindsets in innovation 53:43 - Moving from JTBD analysis into action 58:02 - Learn more about Tony 59:00 - 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 ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Vassilis Palaikostas, aka “Greece's Robin Hood” has been on the lam for 14 years. In his absence, legends of his generosity have grown. But no one knows where he is, or if the stories are even true.  Here's what we do know: there's a million Euro bounty out for Vassilis, and a 24-hour task force trying to track him down. When he robs banks, he shares the money with the poor. When he kidnaps industrialists-- and he only kidnaps those who are known for unfair labor practices-- they give baffling interviews showing how he opened their minds. And when he escapes heavily reinforced prisons, as he's done ... by helicopter ... twice, he does it without harming a guard.  Join host Miles Gray and our team of Greek reporters as we follow Vassilis' trail from Athens to tiny islands to remote mountain hideouts. Along the way, we'll meet Vassilis's inner circle, chat with police chiefs and prime ministers, and work to understand how this thief managed to steal the country's heart.  Listen here or on the iHeartRadio app. They don't want you to read our book.: https://static.macmillan.com/static/fib/stuff-you-should-read/See omnystudio.com/listener for privacy information.

Vassilis Palaikostas, aka “Greece's Robin Hood” has been on the lam for 14 years. In his absence, legends of his generosity have grown. But no one knows where he is, or if the stories are even true.  Here's what we do know: there's a million Euro bounty out for Vassilis, and a 24-hour task force trying to track him down. When he robs banks, he shares the money with the poor. When he kidnaps industrialists-- and he only kidnaps those who are known for unfair labor practices-- they give baffling interviews showing how he opened their minds. And when he escapes heavily reinforced prisons, as he's done ... by helicopter ... twice, he does it without harming a guard.  Join host Miles Gray and our team of Greek reporters as we follow Vassilis' trail from Athens to tiny islands to remote mountain hideouts. Along the way, we'll meet Vassilis's inner circle, chat with police chiefs and prime ministers, and work to understand how this thief managed to steal the country's heart.  Listen here or on the iHeartRadio app. See omnystudio.com/listener for privacy information.

Vassilis Palaikostas, aka “Greece's Robin Hood” has been on the lam for 14 years. In his absence, legends of his generosity have grown. But no one knows where he is, or if the stories are even true.  Here's what we do know: there's a million Euro bounty out for Vassilis, and a 24-hour task force trying to track him down. When he robs banks, he shares the money with the poor. When he kidnaps industrialists-- and he only kidnaps those who are known for unfair labor practices-- they give baffling interviews showing how he opened their minds. And when he escapes heavily reinforced prisons, as he's done ... by helicopter ... twice, he does it without harming a guard.  Join host Miles Gray and our team of Greek reporters as we follow Vassilis' trail from Athens to tiny islands to remote mountain hideouts. Along the way, we'll meet Vassilis's inner circle, chat with police chiefs and prime ministers, and work to understand how this thief managed to steal the country's heart.  Listen here or on the iHeartRadio app. See omnystudio.com/listener for privacy information.

Vassilis Palaikostas, aka “Greece's Robin Hood” has been on the lam for 14 years. In his absence, legends of his generosity have grown. But no one knows where he is, or if the stories are even true.  Here's what we do know: there's a million Euro bounty out for Vassilis, and a 24-hour task force trying to track him down. When he robs banks, he shares the money with the poor. When he kidnaps industrialists-- and he only kidnaps those who are known for unfair labor practices-- they give baffling interviews showing how he opened their minds. And when he escapes heavily reinforced prisons, as he's done ... by helicopter ... twice, he does it without harming a guard.  Join host Miles Gray and our team of Greek reporters as we follow Vassilis' trail from Athens to tiny islands to remote mountain hideouts. Along the way, we'll meet Vassilis's inner circle, chat with police chiefs and prime ministers, and work to understand how this thief managed to steal the country's heart.  Listen here or on the iHeartRadio app.See omnystudio.com/listener for privacy information.

Vassilis Palaikostas, aka “Greece's Robin Hood” has been on the lam for 14 years. In his absence, legends of his generosity have grown. But no one knows where he is, or if the stories are even true.  Here's what we do know: there's a million Euro bounty out for Vassilis, and a 24-hour task force trying to track him down. When he robs banks, he shares the money with the poor. When he kidnaps industrialists-- and he only kidnaps those who are known for unfair labor practices-- they give baffling interviews showing how he opened their minds. And when he escapes heavily reinforced prisons, as he's done ... by helicopter ... twice, he does it without harming a guard.  Join host Miles Gray and our team of Greek reporters as we follow Vassilis' trail from Athens to tiny islands to remote mountain hideouts. Along the way, we'll meet Vassilis's inner circle, chat with police chiefs and prime ministers, and work to understand how this thief managed to steal the country's heart.  Listen here or on the iHeartRadio app. See omnystudio.com/listener for privacy information.

Vassilis Palaikostas, aka “Greece's Robin Hood” has been on the lam for 14 years. In his absence, legends of his generosity have grown. But no one knows where he is, or if the stories are even true.  Here's what we do know: there's a million Euro bounty out for Vassilis, and a 24-hour task force trying to track him down. When he robs banks, he shares the money with the poor. When he kidnaps industrialists-- and he only kidnaps those who are known for unfair labor practices-- they give baffling interviews showing how he opened their minds. And when he escapes heavily reinforced prisons, as he's done ... by helicopter ... twice, he does it without harming a guard.  Join host Miles Gray and our team of Greek reporters as we follow Vassilis' trail from Athens to tiny islands to remote mountain hideouts. Along the way, we'll meet Vassilis's inner circle, chat with police chiefs and prime ministers, and work to understand how this thief managed to steal the country's heart.  Listen here or on the iHeartRadio app.See omnystudio.com/listener for privacy information.

Miles and the team learn how Vassilis and his gang pulled off the biggest bank robbery in Greek history without firing a single shot. Like what you hear? Follow us @kscope_nyc on Twitter and Instagram. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Miles and the team learn how Vassilis and his gang pulled off the biggest bank robbery in Greek history without firing a single shot. Like what you hear? Follow us @kscope_nyc on Twitter and Instagram. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.

Miles and the team learn how Vassilis and his gang pulled off the biggest bank robbery in Greek history without firing a single shot. Like what you hear? Follow us @kscope_nyc on Twitter and Instagram. See omnystudio.com/listener for privacy information.Support the show: https://www.steveharveyfm.com/See omnystudio.com/listener for privacy information.

Miles and the team learn how Vassilis and his gang pulled off the biggest bank robbery in Greek history without firing a single shot. Like what you hear? Follow us @kscope_nyc on Twitter and Instagram. See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.