The Sleeping Barber – A Business and Marketing Podcast

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:

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

Welcome to the Sleeping Barber Podcast, where business leaders get the best and most credible information on marketing, strategy and innovation.

In our latest podcast episode, we sit down with Andrew Tindall, Senior Vice President of Global Partnerships at System1, to explore the crucial role of creativity in advertising.

Andrew shares his journey from starring on "The Young Apprentice" to leading global partnerships at System1. Learn why creativity ranks second in driving ad profitability, the pitfalls of AI-generated content, and the elements that make ads truly effective. We also discuss why dull ads pose the biggest risk to your business and so much more.

Don't miss this opportunity to learn from one of the brightest minds in marketing.

Enjoy the show!

Our Guest:

Andrew Tindall

SVP Global Partnerships @ System1

https://www.linkedin.com/in/andrew-tindall/

https://system1group.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/⁠

Podcast Literature:

Holistic Effectiveness Framework https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7202563554573438976-Oh8T

Creatively Awarded Ads are Average https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average

Creative is undervalued https://www.linkedin.com/posts/marcbinkley_we-marketers-underestimate-the-value-of-activity-7188522028625231872-0GXU

The best & Wurst of pre-testing https://www.thedrum.com/opinion/2024/04/25/the-best-and-wurst-pre-testing-why-marketers-need-visit-my-sausage-factory

Majority of B2B ads are ineffective https://www.marketingweek.com/majority-b2b-creative-ineffective/

Kantar - Paul Dyson https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think

Definitions for Paul’s Work https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability#the-drivers-of-profitability

TimeStamps

0:00 - Podcast Intro and Introduction to Andrew Tindall

3:22 - Andrew’s career from TV to Medicine to Alcohol to Ads

7:10 - The importance of good product design - Burger King

8:30 - Creativity is the biggest driver of ad profitability  

11:57 - The problem with AI-generated creative & platform metrics 

13:38 - Why do we undervalue the inputs and overvalue the outputs

16:53 - Making time to think 

20:15 - Awards for creativity vs. creative effectiveness

24:34 - Refusing to learn performance marketing

26:09 - Why we’ve not seen massive effects in creative effectiveness

27:45 - Measuring effectiveness with System1

31:08 - eSOV + Emotion drives profitability

35:16 - Nearly 75% of B2B ads are not effective in the long term

36:45 - B2B customers are not different than B2C

38:50 - Creative effectiveness is against a benchmark

39:59 - Strategy is critical for effective advertising

41:58 - 3 elements of effective ads: Unique, Engaging, Craft  

46:30 - Dull ads are the biggest risk to your marketing investments

48:43 - Outdated ideas on pre-testing ads

50:04 - Shit that arrives at the speed of light is still shit

52:08 - Post-pod with V & 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:

Nvidia's 10-for-1 Stock Split Is Over. Here's What's Next for the Stock.

Link: https://www.fool.com/investing/2024/06/16/nvidias-10-for-1-stock-split-is-over-heres-whats-n/

Meta announces new enhancements to Reels and AI-powered solutions at Cannes

Link: https://www.socialsamosa.com/2023/06/meta-reels-ai-solutions-at-cannes/

How to Kill Creativity 

Link: https://hbr.org/1998/09/how-to-kill-creativity 

TikTok ads will now include AI avatars of creators and stock actors

Link: https://techcrunch.com/2024/06/17/tiktok-ads-and-branded-content-will-now-include-ai-avatars-of-creators-and-stock-actors/ 

Marketing Moment: Highlighting Case studies (3-4 minutes):

Bubly / Buble Launch - ARF Advertising Research Foundation 

Link: https://thearf-org-unified-admin.s3.amazonaws.com/ARF%20Ogilvy%20Award%20Case%20Studies/2020%20ARF%20David%20Ogilvy%20Award%20CS/Buble%CC%81-vs.-bubly.pdf

Challenge - Gain market share in a fast-growing category

Background 

• PepsiCo looking at breaking into a emerging category
• La Croix was established market leader with 20% MS
• Product lacked personality 
• Sparkling water category $2b industry by end of 2018
• CAGR around 20%
• Expected growth over the next 5 years of 74% 
• Targeting millennials = generation play

Insight 

• Adulting is hard 
• millennials dealing with adulting want an everyday sparkling water brand that felt as fun, colorfoul and playful as soda.
• Used customer interviews, social listening, quant/qual message testing & google search trend analysis
• Most other brands had very little personality
• La Croix was positioned as fancier than others - name became territory for playful approach 

Creative

• Brand took on a “playful instigator” role
• Focused on fun & colour in media placements, partnerships, creative and spokesperson (buble)

Launch

• 2019 superbowl kickoff with Buble convincing people how bubly was pronounced
• Partnership with Ellen Degeneres show featuring Buble in a fun skit
• Snackable video on most platforms, GIFs, BublyV.Buble gif
• Media placements on TV, CTV

Results

• 77% increase in brand awareness among category users
• Doubled retail sales in 2019 to $250M
• Purchase consideration grew by 2x
• Tripled category share
• La Croix reported 16% drop in 3rd quarter earnings

Ad of the Week

Paddy Power - Danny Dyer and Peter Crouch star in Paddy Power's new Euros advert

Link: https://youtu.be/BdavDrqE2jg?si=vyfH-5jhmfesqcM4 

Danny Dyer (English actor and presenter) brings his Cockney charm to Paddy Power’s ad, capturing the nation’s excitement for the tournament with a humorous twist. The commercial playfully pokes fun at British quirks, featuring diverse characters who deliver sarcastic ‘compliments’ to the English. From Italians mockingly admiring our fashion to Germans grumbling about World Cup chants, and Dyer himself, portraying the quintessential English dad abroad, the ad is a witty celebration of our national character.

In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&G to her insights on the balance between brand and performance marketing, Esther shares invaluable knowledge that every marketer should hear. Discover the impact of digital channels, marketing specialists' rise, and marketing sustainability's future.

Don't miss this opportunity to learn from one of the industry's best. Enjoy the episode.

Our Guest:

Esther Benzie - https://linkedin.com/in/estherbenzie/

Senior Marketing Executive

Formerly the:

:: VP of Brand and Advertising @ CIBC and

:: VP Brand Operations @ P&G

:: Board Member of the AssociationAssociatiom of Canadian Advertisers

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 - Opening

0:44 - Intro to Esther

4:38 - Learning marketing foundations through CPG

7:30 - How digital changed marketing departments

10:30 - The negative impact of digital on creative

12:19 - Non-Viewable Impressions

15:20 - Talent Development - Specialists vs Generalists

22:45 - The shift from brand to performance and back

30:14 - What got lost in “Performance Marketing”

32:40 - How digital advertising change content supply chains

36:28 - An awakening with performance marketing

40:25 - Strategic objectives may differ from digital performance indicators

43:55 - How digital channels like Pinterest align with brand objectives

47:15 - The evolution of marketing performance metrics

55:06 - How to find out more about Esther

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:

Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

In The News

Ad Age: American Airlines Fired Exec After a Marketing Change Aliented Corporate Clients

Link: https://adage.com/article/marketing-news-strategy/american-airlines-fired-chief-commercial-officer-vasu-raja-after-marketing-strategy-change/2562716

Paul Worthington Newsletter - Off Kilter - Oops, AI did it again Looking at some of the failings of AI

Link: https://www.invencion.com/off-kilter

Fast Company - How Amazon created a winning streaming formula: shows based on airport books for dads

Link: https://www.fastcompany.com/91134058/amazon-prime-video-streaming-airport-books-for-dads-james-patterson-cross

P&G’s Chief Brand Officer Mark Pritchard talking about inclusivity

Link: https://wwd.com/beauty-industry-news/beauty-features/marc-pritchard-on-serving-all-and-each-to-drive-market-growth-1236389828/

Marketing Moment - The Power of Positioning // Apple - The Turnaround

Background

• Back in 1997 - Apple was in big trouble
• They had just lost $800m
• Low market penetration and market capitalization of $2bn
• Michael Dell - when asked how he planned to fix the organization, he was planning to shut it down and give the money back to shareholders.
• Steve Jobs returned to re-focus Apple, and there was a lot of anticipation
• In August of the same year, Jobs addressed the future of the company at MacWorld 1997.

Brand Positioning and Strategy

Before getting to the Think Different campaign, they defined the new positioning of Apple, where they identified three core tenets.

• Simplicity
• Creativity
• Humanity

These three tenants became core to Apple and were a major part of the brief that went into the brief to TBWA\Chiat\Day, which famously led to the iconic “think different” campaign.

Revival and Growth

Why was this so powerful? It comes back to the three tenants:

• It was a simple message
• It was about creativity
• And celebrated at its core, humanity

Due to its simplicity, it also worked well across media channels (print, TV, OOH etc.)

The Think Different campaign bought Apple time and got them out of trouble.

Due to this newfound mental availability and the constant product innovation (see iPod) by 2003, Apple had an evaluation of $8bn.

However, because they wanted to grow globally as well, they re-brief Chiat/Day for a global iPod campaign was when “silhouettes” was born, which leaned again against the three core branding positioning tenants.

By 2006, Apple had turned a corner. Now worth over $70bn, it returned to its core product, computing. Going after Microsoft who had dominated for decades the space. The campaign, “Get a Mac” was born. Why did this campaign work?

• Apple created an “enemy”
• highlighted Apple’s simplicity and creativity
• Positioned against Microsoft’s complexity

What Lessons can we date from this example?

• Simple positioning always beats complex positioning - It is important to be clear, and consistent with your brand positioning,
• Differentiation is possible through positioning because it can also help with price volatility helping you to drive profits

Links:

Mark Ritson on the power of Apple's brand positioning (youtube.com)

Ad of the Week - Heinz Ketchup

Fighting counterfeiters of people refilling Heinz ketchup bottles with different brands of ketchup

Link: https://www.youtube.com/watch?v=S-TkRINrr4A&t=92s

© 2024 Sleeping Barber

We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne.

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!

Get 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/

Timestamps:

00:00 - Introduction
01:19 - Convince Your C-Suite: The Real Impact of Creativity
07:30 - The Evolution and Challenges of the CMO Role
11:47 - The Creative Brief
11:50 - Data-Driven Marketing: A Double-Edged Sword
17:50 - NEW SEGMENT - This or That!
18:45 - Campaign Pre-testing
26:13 - Does Creative Inform Media, or Media Inform Creative
33:03 - Differentiation vs. Distinctiveness

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

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:

Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

In The News

Red Lobster Filing bankruptcy because of shrimp

https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html

Netflix is Launching Its Own Adtech

https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/

Creatively awarded ads have average effectiveness

https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average

Marketing Week - Tighter budgets and effective choices

https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/

The Marketing Moment

Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson

Link: https://www.youtube.com/watch?v=ZHgfp83k-10

Background

• Big Insight - Strategy Before Tactics
• 2007 - 2017 Tourists visiting Australia was up 11% BUT

• The increase of Americans visiting was much smaller - up 1.3%
• The big challenge was the barriers to travel relative to the competition

• Australia has high levels of awareness & a desire to visit

• But the big problem was intention

• Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under

Barriers include

• High travel costs
• Length of flight
• Not enough time to travel

Campaign Strategy

• Communication Objective: Increase traveller intention
• Business Objective: Grow US Spend from $3.7B to $6b by 2020
• Target: High Value Traveller (higher spend & frequency)
• Positioning - A beautiful place to meet refreshingly irreverent people

Campaign

• Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride
• Superbowl release trailer #2 with Danny & Chris Hemsworth
• Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling

Results

• Most viewed ad in the Superbowl
• Won a gold Effie
• Intention increased by 83%
• 13% increase in bookings from American tourists 1 year in

Ad of the Week

Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc 

Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro.

Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9.

Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run.

Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations.

Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.

Ever wondered about the companies leading global markets from behind the scenes? Our latest podcast episode features Dr. Hermann Simon, who unveils the mystery behind his book 'Hidden Champions.'

These mid-sized, niche companies are more influential than you think. Tune in to learn the strategies that make them successful and how they contribute to the global economy in ways you never imagined.

We hope you enjoy the show!

Our Guest:

Founder and Chairman of Simon-Kucher & Partners: world's leading pricing advisor with offices in 27 countries

https://www.simon-kucher.com/en

Inducted into the Thinkers50 Hall of fame

Visiting professor at Harvard, Stanford, Tokyo Business School, INSEAD etc

Co-Author of multiple books including Confessions of a pricing Man, Beating Inflation and Hidden Champions

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 - Intro to Hermann Simon

2:40 - Why Germany is so successful in exports?

4:18 - The growth of Hidden Champion research

5:20 - Defining hidden champion companies

7:17 - Apple’s value chain of “deep tech”

9:22 - Niche businesses aren’t always tiny

10:28 - 3 pillars of Hidden Champions strategy

11:25 - Customer proximity is one of their biggest strengths

12:32 - Hidden Champion’s innovation advantage vs. enterprise orgs

16:01 - How niche focus leads to technological advantages

20:49 - Profitability vs. Market Leadership motives of Hidden Champions

21:45 - Pricing strategy of Hidden Champions

22:48 - Niche companies are not without competitors

24:18 - Why Germany produces so many Hidden Champions

29:12 - Competitive advantages - a 22 year overnight success

31:59 - Government’s role in developing supporting eco-systems

34:12 - Talent development & Leadership style of Hidden Champions

37:00 - The role of M&A

39:35 - Innovation processes inside Hidden Champion orgs

42:10 - Take-aways from Hidden Champions

46:55 - Post-pod with V and Marc

Background Research & Literature:

Simon, H. (1992). Lessons from Germany’s midsize giants. Harvard Business Review, 70, 115–123.

Simon, H. (1996). Hidden champions–Lessons from 500 of the world’s best unknown companies, Boston: Harvard Business School Press.

M&A has an 50-90% failure rate https://finance.yahoo.com/news/why-90-mergers-acquisitions-fail-155000525.html

Profit or Growth - You lie in the bed you make https://journals.sagepub.com/doi/abs/10.1177/10422587211059991

https://www.visualcapitalist.com/cp/worlds-exports-by-country-one-chart/

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

In the News

Meteoric Rise & Fall of Prime:

https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html

Adweek: Google Delays Cookie Deprication a Third Time

https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/

Why most launches fail to grow your brand?

https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/

lobal social media ad spend to approach £200bn in 2024

https://www.marketingweek.com/social-media-spend-200bn/

Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph

Background

In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide.

The Crisis

Context: McDonald’s was once a beloved part of British life but had lost its luster.

Crisis: A series of events damaged brand perception, putting the business at risk.

Abuse claims - https://www.bbc.com/news/business-66231131

McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152

The Unique Approach

Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions.

Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation.

TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling.

Results

Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived.

£4.7 Billion Net Revenue: Their brand-building efforts contributed significantly.

Case Study Gold: Recognized as the most effective restaurant brand case study by IPA.

References:

Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/ 

McDonald’s: Keeping customers Lovin It for 15 year
https://www.thinkbox.tv/case-studies/brand-films/mcdonalds-keeping-customers-lovin-it-for-15-years

Ad of the Week

Trucker Napp VW Meteor

Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN

• 42% of auto accidents are related to lack of sleep
• In Brazil, truck drivers suffer the highest # of fatal accidents while on the job
• Pressure to get deliveries to a location often forces them to not sleep
• VW & Livelo (Brazil's largest reward program) created the Trucker Napp app
• Connect smartwatch to the Trucker Napp app
• Earn points for sleeping
• Better sleep quality = more points
• The more points a company fleet earns, the more discount the company gets from VW

Timestamps

0:00 - Introduction

0:45 - In The News

0:50 - Prime Energy (The Rise and Fall)

5:40 - Google's Cookie Deprication Delayed. Again.

9:04 - Why Most Launches Fail to Grow Your Business

14:00 - Social Media Has Now Overtaken All Media Channels in Spend

17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph

23:00 - Audience Q/A

27:00 - Ad of the week

This week's episode of the Sleeping Barber podcast features Dale W. Harrison, Commercial Strategy & Marketing Effectiveness Consultant @ Inforda Services. Dale features an extraordinary background from physics to finance and marketing.

We dive into the fallacies of demand generation, the truth about ROI, and the impact of brand awareness. Don't miss this enlightening discussion that will leave you with a new perspective on marketing strategy.

Enjoy the show!

Our Guest:

Dale W. Harrison

LinkedIn: https://www.linkedin.com/in/dalewharrison/

Youtube: https://www.youtube.com/@BiotechBestPractices

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

2:46 - From experimental physics to finance to marketing

10:22 - Faith-based beliefs like lead nurturing and scoring

14:19 - Why some marketing measurements aren’t metrics

17:54 - Lead scoring, MTA & sales velocity should never be performance metrics

23:05 - Comparing the path to purchase of real customers to interpreted intent signals

31:15 - Why ROI is a troubling metric

36:41 - Performance vs. Brand advertising are different asset classes

44:34 - Business value of brand - it makes things more effective AND efficient

46:54 - The point of brand campaigns

51:11 - Mulit-Touch Attribution - just because you can measure something doesn’t mean it’s useful

57:39 - Billboard & radio

58:51 - The fallacy of demand generation & intent signals

1:13 - Post Pod with V and Marc

Background links:

Not All Marketing Metrics are “measurements” - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-activity-7170140668697276416-iTMJ?utm_source=share&utm_medium=member_desktop

Marketing Effectiveness vs. Efficiency - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F-activity-7148782037108178944-IEUL?utm_source=share&utm_medium=member_desktop

Marketing ROI is not a real number you can calculate - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F-%3F%3F-%3F%3F%3F-%3F-activity-7152401810681483265-yeeT?utm_source=share&utm_medium=member_desktop

IS MTA actually Even Attribution? - https://www.linkedin.com/posts/dalewharrison_%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F-activity-7165085278636822528-pcGY?utm_source=share&utm_medium=member_desktop

How the CFO Sees Your Marketing Budget - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7168655113627062272-Sgpo?utm_source=share&utm_medium=member_desktop

Demand Creation does not exist - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7157471671409373184-Ob9v?utm_source=share&utm_medium=member_desktop

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

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

Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention.

https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/ 

Business Insider: Tesla lays off its new marketing team months after launching it.

https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4 

Media Leader: Forbes 7-year scheme to dupe advertisers

https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/

https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain

Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps.

https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/

Marketing Moment:

Baileys - The Pleasure Dividend

WARC Case Study

This strategy won Silver from the IPA Effectiveness Awards

• Baileys Irish cream launched in 1974
• By 2008 (34 years later) it was in 147 markets
• Always has a role as a dinner liqueur, mainly at Christmas
• In 2009, sales were declining and by 2014, they were 16% below the 2008 peak increased pricing to try and compensate for volume losses 
• Tried a bunch of different campaigns but nothing was working
• Diageo (parent company also owns Guinness, Johnny Walker) establishes a best practice - brand success is about being good at and committing to one big thing

The Campaign 

The big insight - baileys is part cake, part booze and pure pleasure

The Strategy

People love the product but they need reminders of when it might be relevant (CEPs)

• You can have it after dinner at Christmas or 52 weeks a year when …

• Poured over ice cream

• In coffee

• In cake

• At brunch 

• On the weekend

• With Milkshakes

• On French toast

• In Chocolate

• Anytime you want a treat

The Results

• 23% growth between 2015 - 2019 
• 250M pounds gross profit over 5 years
• Increase in male share of purchases
• Gains not due to price increases, discounting or increased distribution in big markets
• Compared to previous campaigns, they get an extra $1 in profit for every $1 spent in media ($2.5 v. $1.5)

Have AI Break, Have A KitKat - KitKat Canada

Link: https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh

We're thrilled to announce a new segment featuring a friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne.

This segment will delve into current marketing topics, drawing inspiration from Tom Fishburne's Marketoonist.

For this segment, each host has chosen two sketches to discuss, sparking engaging dialogue. We see this as a fun way to tackle pressing issues that surface in our discipline.

We hope you enjoy this new segment!

Get 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/

Timestamps:

00:00 Welcome to the Pilot: Introducing Mindless Marketers
00:25 Diving Into the World of tom Fishburne and the Marketoonist,
01:36 The Evolution and Challenges of the CMO Role
07:54 AI in Marketing: Expectations vs. Reality
11:50 Data-Driven Marketing: A Double-Edged Sword
16:56 Navigating the Shift from Third-Party Cookies
21:10 Rethinking Remarketing Strategies
22:13 Scepticism and Realisations in Digital Marketing
24:20 The Impact of Cutting Marketing Budgets
31:37 Inside the Mind of a Consumer: Brand Perception
39:08 Concluding Thoughts on Marketing Strategies

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

Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth?

In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success.

Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth.

Don't forget, tune into the post-pod with Marc and V!

Our Guest:

Ethan Decker

https://www.linkedin.com/in/ehdecker/

Founder & President of Applied Brand Science

https://appliedbrandscience.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/⁠

0:44 - Introduction to Ethan

2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2

7:02 - 2 reasons why we have the wrong ideas

8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts

11:30 - Your customers rarely think of you

15:05 - Do generational personas even exist?

18:50 - Your customers aren’t different from your competitor's customers

21:30 - Your loyal customers are likely just heavy buyers in the category

22:23 - I. Hate. Loyalty.

24:24 - How to change beliefs about loyalty

28:02 - Data science isn’t the same thing as science

31:51 - Do you know the frequency distribution of your customers?

33:19 - The Taylor Swift of brand laws

35:46 - The Buyer Banana Curve

38:13 - Why light buyers and non-buyers matter to your business

41:01 - Why team-based learning is so critical

44:02 - Introducing the FRELK - why a quirky logo matters

47:10 - The 4 stages of brand grief

51:19 - Why creativity is critical to applying scientific laws in your business

1:01:51 - 3 ways to start using these laws

1:05:37 - How to find out more about Ethan and Applied Brand Science

1:06:56 - The 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

Background Links

Ehrenberg-Bass Institute's publications https://marketingscience.info/books/

Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett

© 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:

Adidas weans itself off discounting - https://www.marketingweek.com/adidas-discounting-annual-loss/

Google loses in local search to Instagram, TikTok among Gen Z - https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/

Demand Gen vs. Meeting Consumer’s Unmet Needs - https://www.instagram.com/p/C4RV9NnP6jU/?utm_source=ig_web_copy_link

AI-Powered ad ignites creator controversy on Instagram - https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram

Three SWSX-inspired trends to consider adding to your brand playbook - https://www.thedrum.com/opinion/2024/03/15/sxsw-2024-bold-experiential-marketing-took-center-stage

Elon Musk’s “Grok” AI company is now open-source - https://techcrunch.com/2024/03/18/why-elon-musks-ai-company-open-sourcing-grok-matters-and-why-it-doesnt/

Marketing Moment:

Apologize the Rainbow - DDB Chicago

9 Years Ago, Skittles changed the flavour of green Skittles from Lime to Apple

Over the years, they’d get about 20k tweets per year of people hating on Skittles and asking the company to bring back lime flavour

Supporting Links:

https://www.youtube.com/watch?v=i_kxj8dhdjo&list=TLGG6HNwK54Wga4xMTAzMjAyNA

https://www.thedrum.com/news/2024/03/11/how-ddb-chicago-made-apologize-the-rainbow-the-most-awarded-ad-the-last-year

Ad of the Week

Amazon celebrates grassroots players in Uefa Women’s football commercial

Amazon's European-wide brand campaign highlights the passion and determination of real women's football players, emphasizing how playing women's football boosts confidence and self-assurance both on and off the pitch.

Link: https://www.thedrum.com/news/2024/03/15/ad-the-day-amazon-celebrates-grassroots-players-uefa-women-s-football-short

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

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

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:

Paid search outperforms paid social—with the latter far more likely to bounce

Link: https://www.insiderintelligence.com/content/paid-search-outperforms-paid-social-with-latter-far-more-likely-bounce

Using AI to Improve Business KPIs

Link: https://www.zdnet.com/article/ais-latest-trick-better-kpis-for-measuring-business-success

Walmart-Vizio deal raises fresh concerns about retail media walled gardens

Link: https://www.marketingdive.com/news/walmart-vizio-deal-retail-media-network-walled-gardens/708362/

File under DEI - ageism in Marketing is rampant

Link: https://www.marketingweek.com/career-salary-survey-youth-stats/

Ditching the Degree: A Shift in Canadian Workforce Requirements

Link: https://marketingnewscanada.com/news/foregoing-bachelors-degree-requirements-brings-big-benefits-for-engaged-businesses

Marketing Moment:

Febreze - Diagnosis before Tactics

https://www.youtube.com/watch?v=OrmJQtPABXE

Ad of the Week:

José Mourinho takes over the Topps office in run-up to the Euros

https://youtu.be/gTeUPizYEpY?si=zWYynwzn3e0YFA-p

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

We're thrilled to have Dr. Grace Kite back with us this week on the show. As the Founder & Economist at Magic Numbers & Magic Works, she brings a wealth of expertise to the table.

In our discussion, we delve into whether formal training is a must for marketers, explore the nuances between the UK and US marketing scenes, and even share tips for crafting killer PowerPoints.

We'll also tackle topics like leveraging storytelling and data to elevate your marketing efforts, understanding customer needs through data analysis and ways to add flair to mundane numbers.

And don't forget to join our hosts, Vassilis and Marc, for some post-pod banter!

Our Guest:

Dr. Grace Kite

Founder & Economist at Magic Numbers (consulting) & Magic Works (training)

https://www.linkedin.com/in/grace-kite/

Columnist for Marketing Week Magazine

In-demand Speaker

Master of Advertising Effectiveness

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:

Magic works https://magicworks.training/real-people/dr-grace-kite/

Magic Numbers https://magicnumbers.co.uk/

Closing the marketing skills gap https://www.professionalacademy.com/blogs/the-marketing-skills-gap-why-you-should-be-upskilling-and-reskilling-for-future-success/

Employee Training Stats https://www.devlinpeck.com/content/employee-training-statistics

½ of Marketers say they haven’t any training https://www.marketingweek.com/salary-survey-2019-routes-into-marketing/

Marketing Strategy is the most undervalued Skill https://www.marketingweek.com/marketing-strategy-undervalued-skill/

Recovery Budget Planner https://magicnumbers.co.uk/articles/recovery-budget-planner-resources/

Building an effectiveness culture https://magicnumbers.co.uk/articles/only-people-can-give-the-gift-of-marketing-effectiveness/

Timestamps:

0:40 - Introduction to Dr. Grace Kite

3:59 - Do marketers need formal training

9:09 - UK v US versions of effectiveness

14:40 - Even blind squirrels can find a nut

21:30 - Emergent methods for training and development

24:53 - How to make a better PowerPoint

29:20 - The Importance of Storytelling and Data in Marketing

33:10 - Using data to understand the voice of the customer

34:49 - Giving numbers a makeover

38:07 - Are marketing fundamentals the same across industries and lifecycles?

44:39 - Dashboards can be misleading

52:02 - Fundamental concepts for every marketer’s toolkit

57:35 - What is the market need for training?

1:00:06 - How to get in touch with Grace

1:01:13 - 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

This week's show highlights Christine Gilles, named Globe & Mail’s Top Exec for 2023, and serving as the Chief Marketing and Product Officer at Blackline Safety. In this episode, Christine imparts valuable insights, offering tips for scaling up a tech business and providing an in-depth look at the role of Blackline’s Health & Safety technology. She covers various topics, including creating internal alignment for growth, upskilling her team, establishing credibility with CFOs, and showcasing the effectiveness of marketing campaigns.

Don’t forget, to stick around for post-podcast conversation with our hosts, Vassilis and Marc.

Our Guest:

Christine Gillies

Chief Product & Marketing Officer @ Blackline Safety

Awarded Globe & Mail’s Top Exec 2023

Career in B2B SaaS, Tech & Product Marketing

https://www.linkedin.com/in/christineg2/

https://www.blacklinesafety.com/ - wearables sensors to keep remote workers safe

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:

Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/

4 Types of Business Orientation https://smallbusiness.chron.com/business-orientation-24274.html

What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/

Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/

Gartner Changing Buyer https://www.gartner.com/en/newsroom/press-releases/gartner-says-b2b-sales-organizations-need-to-give-customers-a-se

What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/

Timestamps:

0:44 - Introduction to Christine, 25+ years of tech marketing

2:08 - Advice Christine would give herself on day 1 of a scaling up a tech business

6:50 - Time kills deals

8:30 - What does Blackline’s Health & Safety technology do? 

11:40 - Creating internal alignment and resourcing for growth

14:22 - Why we need to talk about “The Leads are Weak”

15:30 - How Christine is upskilling her team’s financial and business acumen

18:13 - Building credibility with the CFO   

19:20 - Showing the effectiveness (aka return) of marketing campaigns

22:20 - How to manage the timeline expectations for a return

24:25 - Two key Principles of Tech Marketing: Who said so besides you + Outside In thinking

26:26 - How to build marketing budgets in hyper-growth companies

28:25 - Why budget cuts can be helpful at times

32:30 - Aligning marketing and product management

35:21 - The value of adding market intelligence to marketing’s remit

37:45 - Foundational enablers to drive growth in startups and scaleups

41:22 - The importance of processes to support growth

42:30 - Balancing agility and process with strategic briefs 

47:55 - How to prioritize & manage growth opportunities

49:51 - Designing the organization for brand management

53:08 - Who owns pricing strategy? 

57:01 - How leadership styles need to adapt to the orientation of the business

1:00:18 - The value of cross-training specialists across marketing disciplines

1:05:11 - The evolution and momentum in B2B marketing

1:09:15 - B2B companies are adopting more B2C tactics 

111:39 - 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

In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero.

In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing.

Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it!

Our Guests

Hanna Riberdahl

CEO of Sveriges Annosorer (Sweedish Federation of Advertisers)

https://www.linkedin.com/in/hanna-riberdahl-b5967816/

https://www.sverigesannonsorer.se/om-oss/

Kaj Johansson

Managing partner and co-founder of Kapero

Management Consultants Specializing in Marketing, Communications and Media

https://www.kapero.com/

https://www.linkedin.com/in/kaj-johansson-7808311/

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/⁠

Literature

Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/

The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf

Timestamps

0:44 - Intro to Kaj & Hann

2:48 - Why look into the effectiveness of marketing departments

5:19 - How org design affects marketing effectiveness

7:05 - The assumptions to test in this study

8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers

13:38 - Everyone agrees on what marketing departments should do but not how to do it

14:45 - The surprising finding about the marketing’s strategic contribution to the business

18:23 - The overwhelming similarities between B2B vs. B2C marketing departments

21:00 - Why marketing departments need fewer KPIs split into two sets

25:10 - The responsibilities of the marketing department don’t match their primary KPI

30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value

33:39 - The risk with using digital metrics from Facebook and Google

35:34 - Why digital metrics for data-driven marketing is a big problem

37:55 - How digital metrics and big data has impacted the structure of marketing departments

41:15 - Why understanding baseline sales is so valuable

42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion

44:15 - The impact that channel specialization has had on marketing budgets

46:38 - The contradiction with media optimization

50:15 - The future of marketing is not about building data-driven agile teams

52:50 - Modern marketing departments can create more value by doing less

56:25 - The skills modern marketing departments need more training with

1:03: - The opportunity to generate insights from voice of the customer research

1:06:32 - The dangers with insights from voice of the customer research

1:12:11 - 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

We decided to switch things up a bit for our last episode of the year. We roped in some of our pretty cool podcast buddies – Elena Hengel from the Marketing Architects Podcast and Conor Byrne, the brain behind 'That's What I Call Marketing!'

Together, we dive into our best campaigns of the year from the US, Canada, and Europe. We discuss being bearish or bullish on MMM, B2B creativity, influencer marketing, and much more. Heck, we even rank our favourite marketing brains from the past year! This episode is best enjoyed with your feet up by a crackling fire, and don't forget the eggnog!

We thank you all for the incredible support over the last and and we wish you all a Merry Christmas and Happy Holidays. We'll see you in the New Year!

Marc and V

Timestamps

1:21 - Our campaigns of the year

14:47 - Bullish or Bearish

42:35 - Thought leader power rankings

55:16 - 2024 predictions

Links:

Elena

Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3

Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/

Conor:

Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi

Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi

Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588

Vassilis:

WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI =

Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-2/

Marc’s

Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza

Spotify Wrapped Campaign

Welcome 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.

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

WARC - The future of strategy: Marketing is in desperate need of a reality check

https://www.warc.com/newsandopinion/opinion/the-future-of-strategy-2023-marketing-is-in-desperate-need-of-a-reality-check/6378

Adexchanger - Adalytics Exposes An Alleged $10.5 Billion Black Hole In The Google Search Partners Program

https://www.adexchanger.com/online-advertising/adalytics-exposes-an-alleged-10-5-billion-black-hole-in-the-google-search-partners-program/

Techcrunch - AWS brings palm-scanning “Amazon One Enterprise"

https://techcrunch.com/2023/11/28/aws-brings-amazon-one-palm-scanning-authentication-technology-to-the-enterprise/

Marketing Dive - IPG Mediabrands strikes a deal with Amazon for ad-supported streaming Amazon’s fledgling ad-supported offering.

https://www.marketingdive.com/news/amazon-ipg-mediabrands-deal-ad-supported-streaming/702147/

Financial Post - Canadians now allocating 15.4% of their income to pay debts compared to 13.2% for Americans

https://financialpost.com/news/mortgage-crunch-hits-canada-economy

Marketing Dive - What Coca-Cola’s generative AI experiments mean for the brand’s future | Marketing Dive

https://www.marketingdive.com/news/coca-cola-coke-ai-openai-lessons-plans-interview/701265/

The Marketing Moment

Dove - The Real Cost of Beauty

This was a campaign the aired earlier in the year which aims to to create a safer, healthier online environment for younger generations. Ogilvy UK and Ogilvy Toronot

Sources:

Campaign Landing Page: https://realcostofbeauty.dove.com/

https://www.razorfish.com/work/dove-real-cost-of-beauty/

https://www.hsph.harvard.edu/striped/wp-content/uploads/sites/1267/2022/10/Real-Cost-of-Beauty-Report-10-4-22.pdf

https://www.ogilvy.com/work/cost-beauty

https://www.marketingmag.com.au/featured/cost-of-beauty-dove-pushes-for-kids-online-safety-act-in-latest-campaign/

Ad of the Week

Amazon's Christmas ad for 2023 called "Joy Ride." It's not your usual sleigh ride—it's a sweet story about three lifelong buddies who take us on a trip down memory lane. They show us that the greatest gifts aren't always in fancy boxes but in the special moments we enjoy together.

Watch Here - ⁠https://www.youtube.com/watch?v=jmF0bOCa_4Q

Coming up next week:

Special Year in Review Episode with Elena Hengel From Marketing Architects and Conor Byrne from That’s What I call Marketing.

© 2023 Sleeping Barber

What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs?

In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification.

Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes.

Enjoy the show!

Our Guest

Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies

https://www.linkedin.com/in/jefflowe2/

https://www.smarttech.com/en-gb/education

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

0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies

3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc

5:30 - Why we need to unify B2B sales & marketing teams

9:40 - 74% of customers would prefer a rep-free experience

11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE)

13:19 - The (sales) straw that broke the (marketing) camel’s back

15:35 - Using a buyer journey map to design an org chart

18:55 - Leading the change management to support sales + marketing unification

26;04 - The biggest lesson when you remove corporate silos

27:11 - What salespeople really think of marketing presentations

28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL)

30:51 - How SMART’s culture supported employee engagement during the UCE transformation

35:11 - How to set marketing budgets when there is no marketing team for the budget

38:16 - Poker table budgeting to align teams to commercial outcomes

42:35 - A fair process isn’t the same as a fair outcome

44:55 - Why we should stop using the word “Branding” and what to use instead

50:32 - Should you spend more on brand or performance?

52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc

52:57 - A SMART case study from Australia

56:40 - Why buyer enablement and purpose are fueling a B2B renaissance

1:00:30 - How to find out more about Jeff and SMART

1:03:53 - 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

© 2023 Sleeping Barber

Welcome 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.

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

The Drum - Canadian Agency ReThink Wins the Chair & Retail Award for work with IKEA

made “living ads” out of the city itself – using real homes (with real people in them) and turning them into instantly recognizable Ikea ‘billboards.’ including price tags and logos

Ad Age - Mars is giving life to old ads

In an effort to increase sustainability, The candy maker repurposes old spots from Twix, M&M’s bounty in a creative way. The Mars campaign, titled “Healthy Planet Productions”, follows the recent publication of its net zero roadmaps to accelerate action towards achieving net zero emissions by 2050. Healthy Planet Productions | Mars, Incorporated

Forbes - Reported Sunday that in the US online sales were up 7.5% and in-store shopping visits increased by 2.5% 

• Top instore sellers included electronics, Smartwatches & TVs

• Top online sellers included kidkraft playsets, barbie dolls and mini brands toys

• 54% mobile purchases up 10.4% from LY

Marketing News Canada - Is Popularity For Tik Tok amongst Teen leveling off?

The latest data from Forrester's 2023 Youth Survey indicates a slight decline in TikTok's weekly usage among teens, dropping from 69% in 2022 to 68% in 2023. This suggests a potential levelling off of TikTok's popularity among teenagers, with competitors like Instagram's Reels and YouTube's Shorts gaining traction. TikTok still maintains a lead over its main competitor, YouTube, but faces growing competition in the ad market. Despite this, TikTok is expected to capture a significant portion of linear TV budgets targeting Gen Z in 2024.

Bloomberg.Com - How bad is the cost of living squeeze? 

• Analysts did some math and concluded that it now cost $119.27 to buy the same goods and services a family paid $100 for before the pandemic
• Since 2020, groceries +20%, used Cars +35%, auto Insurance +33%, rent +20%
• Pay increases have mostly been consumed by inflation so people aren’t any better off than before

The Marketing Moment

How Snickers turned around declining market share

Ad of the Week

Chevrolet has unveiled their holiday season campaign, and it's truly heartwarming! The advertisement seamlessly showcases various products, prominently featuring an aging Chevy Suburban. However, what captivates the audience is the poignant narrative. A woman in the early stages of Alzheimer's witnesses her granddaughter embarking on a mission to create a memorable day, driving through the town and revisiting many cherished memories from Granny's past.

Watch Here - https://youtu.be/xnZGEUA4oBk 

Coming up next week:

Jeff Lowe - Replacing Sales, Marketing and CX with a Unified Commercial Engine

© 2023 Sleeping Barber

Boy, do we have a treat for you today!

On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School.

Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more!

This episode is a wild, and the energy levels are off the charts. Consider yourself warned.

Enjoy the show!

Our Guest

Dr. Eddie Obeng

CEO & Learning Director of the Pentacle Virtual Business School

MetaVerse Pioneer, Software Developer

Ambassador for the Association of Project Management

Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship

Author & TEDtalks alum & in-demand speaker

Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/

Qube.cc: https://home.qube.cc/

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/⁠

Links & Research:

TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I

Eddie’s Website & Books: https://www.eddieobeng.com/

HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work

McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture

5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE

Timestamps

0:44 - Introduction to Eddie Obeng

3:07 - Why Eddie started an online consulting metaverse 30 years ago

7:09 - Why remote work failed

9:41 - What happens when the pace of change is faster than our ability to learn?

16:56 - Policies and processes run irrespective of reality

20:10 - 3 rules to consider when trying to keep up with change

23:20 - What do high-performance organizations do in a world with excessive amounts of data

26:55 - Modern high-performance cultures don’t look back, they look forward

28:52 - Why organizations need weirdos but don’t have any

30:44 - How leaders can harness innovation by converting normal staff into productive weirdos

35:19 - The collaboration lessons we missed during WFH remote work

41:14 - Why is it hard for existing companies to become high-performance organizations

44:03 - Why corporate purpose is about orienting toward a customer, not ESG

47:29 - Success with diversity also depends on creating new ways to function

52:13 - The tooth fairy story: how KPIs can lead to bad behaviours

56:22 - AI - everyone is doing it but they don’t know why

1:01:08 - The 3-phase approach for transforming into high-performance organizations

1:05:24 - Find out more about Eddie

1:06:52 - The problem with “saving the planet”

1:07:42 - 5 methods for figuring out what’s not real aka “the truth”

1:12:43 - 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

© 2023 Sleeping Barber

Welcome 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.

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

Marketing Week - Mark Ritson Effectiveness:

American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin.

Search Engine Land - Barry Schwartz:

Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected.

Marketing Letters - Brand Growth Potential:

Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category.

Marketing Dive - Coca-Cola's AI Activation:

Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13.

The Drum - Huge Bets on Productization Model:

Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally.

Marketing Dive - Google's Generative AI Features:

Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive.

FastCompany - IDEO's Restructuring:

Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential.

Marketing Highlight: Oreo Case Study

As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers.

The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia.

Results:

• 93% Global Presence: Oreo has solidified its footprint on a global scale.
• 8% CRP Growth: Demonstrating sustained consumer relevance and engagement.
• 26 Million New Shoppers: A testament to the effectiveness of their product flywheel strategy.
• +1 Global Rank Position: Reflecting Oreo's ascending position in the global market.

Ad of the week

https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s

Coming up next week:

Eddie Obeng - Building High Performance Organizations

Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry.

However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction.

In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws.

Our Guest

Webpage: https://johndawes.info/

LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/

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/⁠

Links & Research:

HBR - The One Number You Need to Grow

https://hbr.org/2003/12/the-one-number-you-need-to-grow

HBR - Where NPS Goes Wrong

https://hbr.org/2019/10/where-net-promoter-score-goes-wrong

Qualtrics - THe Ultimate Guide to NPS

https://www.qualtrics.com/experience-management/customer/net-promoter-score/

Int. Journal of Market Research: NPS - What Should Managers Know?

https://journals.sagepub.com/doi/10.1177/14707853231195003

A longitudinal Examination of NPS and Firm Revenue Growth

https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth

Byron Sharp - NPS does not predict growth

https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/

Fred Reichheld - The Ultimate Question 2.0

https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1

Why NPS is a bad tool and what to use instead

https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/

Brand Growth Potential

https://link.springer.com/article/10.1007/s11002-023-09682-7

How Brands Grow

https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560

Timestamps

0:44 - Intro to John Dawes

2:24 - What NPS is and how it’s measured.

3:50 - Why NPS benefits from extreme scoring

5:48 - The downside of the NPS scoring method

8:38 - Why 66% of Fortune 500 companies use NPS

10:40 - The false promise of high NPS scores

13:44 - The trouble with NPS-based incentives

16:46 - The disconnect between NPS scores and business performance

19:30 - The challenges of NPS with growing vs established brands

21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth

26:02 - Are NPS detractors actually bad?

29:50 - Is NPS a superior metric to CSAT scores for predicting growth?

33:17 - What is NPS good for & what to ask instead

37:56 - Can Google Reviews replace NPS?

39:25 - Metrics better than NPS for predicting growth

42:53 - Can we put the NPS genie back into the bottle?

46:47 - If not NPS for growth, then what?

49:32 - 50 years of brand performance disproves loyalty as a growth driver

52:19 - How to find out more about John

54:01 - 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

© 2023 Sleeping Barber

Welcome 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.

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:

Unilever promotes internally to appoint new top marketer.

Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/

What B2Bs Need to Know About Their Buyers.

Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers

Nestle promises an across-the-board increase in marketing spend.

Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/

Synthetic data is suddenly making very real ripples - Mark Ritson

Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/

Amazon upgrades ad suite with new data clean room, AI image generator

Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/

Unilever thinks purpose is pointless for some brands

Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/

The Marketing Moment:

ZGM: AB is Calling

Background

In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer.

Challenges

Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities.

Strategy

Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province.

Lead with The Cost of Living targeting Toronto & Vancouver

Execution

Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities

Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper

Results

AB had the biggest positive net migration from other provinces

Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951.

Ad of the Week

The King & The Viking - Beats by Dre

The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game.

In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah.

AD Link: https://youtu.be/EuUXiJW2HjY

© 2023 Sleeping Barber

Right on time for the final sprint!

Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in.

This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period.

Enjoy the show.

Our Guest

Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/

Touché!: https://www.touchemedia.com/en/

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:

Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/

Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think

The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/

Timestamps

0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group

3:12 - Q4 has become more of a marathon than the sprint it used to be

4:10 - Shopping habits of consumers

6:45 - How media consumption habits are affecting media buyers

7:56 - Applying viewer attention to ad platform impressions

9:16 - The impact of viewer attention on the measurement of long v. short term activations

11:03 - Pandemic and Inflationary affects on consumer shopping behaviour

13:55 - SportChek case study

16:50 - AI-based tech to build ad creative and increase speed to market

18:30 - Ad units to leverage in Q4

19:52 - The growing opportunity with Retail Media Networks (RMNs)

23:24 - How media buyers can integrate RMNs with brand s

25:05 - Splitting media budget between brand with activation ads in Q4

26:15 - Advice for winning Q4

28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media

30:53 - Audio placements: radio and podcast opportunities

32:22 - Media Mix Modeling and optimization of media spend

34:00 - The rule of thumb for splitting budget between media and creative

35:07 - Balancing reach with personalization

36:30 - Reaching loyal versus light customers

38:20 - Tips for small and medium-sized businesses

40:10 - Setting budgets for the holiday season & the Markov curve

42:44 - How to maximize ROI during the cyber 5

44:41 - Should companies hide online products to steer people into a store?

48:22 - Why retailers shouldn’t force customers into a sales channel

50:37 - Marketing metrics to focus on

54:04 - Why measurement is a big challenge

55:43 - Incrementality is the game, not ROAS or ROI

58:14 - Things to avoid in Q4

59:40 - 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

© 2023 Sleeping Barber

Welcome 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.

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:

Eddie Bauer Changed its logo because Gen Z doesn’t read cursive:

https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose

Source: Fast Company

‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting.

https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/

Source: Marketing Week

Marketing enters its Taylor Swift era: Here’s what the numbers say!

https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/

Source: Marketing Dive

AD Platforms are Dropping New Toys for the Holidays

https://marketingnewscanada.com/news/new-toys-from-meta-pinterest

Source: Marketing News Canada

Canadian Survey of Consumer Expectations—Third Quarter of 2023

https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/

Source: Bank of Canada

Ads don’t wear out, Only marketers do

https://www.marketingweek.com/consumers-tired-ads-marketers/

Source: Marketing Week

The Marketing Moment

Sprite: Heat Happens, Stay Cool.

Literature links:

Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat

Ogilvy: https://www.ogilvy.com/work/heat-happens

Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5

Ad of the Week

Cadbury - Garage

https://www.youtube.com/watch?v=JHEJfRnWyBM

© 2023 Sleeping Barber

Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more.

This episode will not disappoint.

Enjoy the show.

Our Guest:

Roger’s Website: https://rogerlmartin.com/

LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/

Medium Blog: https://rogermartin.medium.com/

Thinkers 50: https://thinkers50.com/biographies/roger-martin/

HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

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:

HBR Articles

https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated

Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9

Timestamps

0:44 - Intro

5:01 - Results from the Promise to the Customer (PTTC) report

6:59 - The difference between a brand promise and a PTTC

9:01 - Only 40% of campaigns include a PTTC

9:45 - A brand promise isn’t as powerful

11:48 - Small brands can also benefit from PTTC

13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is

16:45 - Eliminating bias in the WARC database and research methodology

19:06 - The hypothesis of what makes a brand. ie. FedEx

24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns

26:12 - Snickers: How to correctly build on a PTTC

28:45 - Why this is the most striking research result in Roger’s career

30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career

34:33 - Walmart’s Everyday low prices is a PTTC

35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico

40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet

43:27 - How P&G used the PTTC framework to evaluate their ad creative

49:44 - Why a PTTC can organize and align an entire company

52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate

57:45 - Customer loyalty is overrated, focus on habit instead

1:00:02 - Social media buzz is NOT a good indicator of PTTC success

1:04:04 - The first thing a CMO can do to benefit from the PTTC findings

1:06:15 - What’s coming with the PTTC framework

1:08:40 - Find out more about Roger (use the L.)

1:10:55 - Our best compliment ever

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

© 2023 Sleeping Barber

Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners.

We hope that you enjoy it!

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:

Lululemon & Peloton Deal:

https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800

Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation:

https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Only one in five CMO-CFO relationships are truly collaborative:

https://www.marketingweek.com/cmo-council-cfo-relationship/

The New Coke Y3000:

https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html

Microsoft debuts a platform to help retailers launch and scale an ad business:

https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/

Hornets launch jersey-patch deal with influencer MrBeast:

https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast

Our Marketing Moment

How Lidl uses excess share of voice to boost sales & market share:

https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s

Ad of the Week

IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time

https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign

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

© 2023 Sleeping Barber

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment.

This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more.

This is a very polarizing episode we hope you enjoy!

Our Guest

Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/

Hire Value Inc: https://hirevalueinc.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/⁠

Podcast Literature:

HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back

CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html

HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace

SHRM - Most people never complete job applications:

https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx

Social media has reinvented the way Gen Z finds jobs:

https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs

Timestamps

0:44 - Intro to Shelley

2:56 - The connection between marketing, brand and talent acquisition

4:54 - Winning the war for talent vs. the race for talent

7:26 - The difference between talent acquisition and HR

11:02 - Recruitment and HR have different incentives

14:37 - How corporate culture influences recruitment

18:54 - Why talent acquisition should live outside of HR (KPMG example)

22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent

25:28 - The skills for success in HR and recruiting are different

26:35 - Abandonment rate in application submissions

28:09 - How unqualified job seekers overload ATS

30:23 - How qualified candidates work around ATS

31:53 - How LinkedIn and Indeed work

34:44 - How great brands like Microsoft manage their talent & database

40:38 - Why candidates need to continuously invest in their personal brand

43:02 - Why the odds of getting a job through an online application are less than 1%

47:44 - The best way to write job descriptions and respond to them

53:16 - The traditional hiring system is broken - why networking is so important

58:54 - The one thing a company can do to fix talent acquisition

1:00:47 - The one thing a candidate can do to improve their odds of getting a job

1:05:38 - The one thing recruiters can do to create a great brand experience

1:07:55 - How to find out more about Shelley

1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands

1:14:07 - 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

© 2023 Sleeping Barber

Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss.

Enjoy the show.

Our Guests

------------

Ben Wise - https://www.linkedin.com/in/benwise1/

Head of Programmatic Media at Google

Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/

Head of Programmatic Media, Agency at Google

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

--------------------

Understanding Programmatic - Think With Google

https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/

Programmatic analysis tools | BigQuery | Google Cloud

https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/

The Future of Programmatic Media in 2023

https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023

Google’s new prototype AI tool does the writing for you

https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda

Timestamps

------------

0:44 - Introductions

3:25 - What is programmatic media buying?

5:40 - Targeting by Geo, Context, Audience and Private Marketplaces

9:55 - How programmatic media has evolved in Canada

12:01 - What inventory is available to programmatic media in Canada?

15:24 - Opportunities with Connected TV (CTV)

20:36 - How AI enhances media buying and creative placements

24:46 - Bringing programmatic in-house vs hiring agencies

27:40 - The right time & risks with bringing programmatic in-house

31:00 - Replacing people with robots?

33:03 - Performance measurement & attribution models

41:40 - Privacy sandboxes and public concerns

46:03 - Running experiments to create breakthroughs

50:10 - Factors driving programmatic growth and innovation

53:20 - Post-pod with V & 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

© 2023 Sleeping Barber

We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James.

It's an episode you won't want to miss, so sit back, relax, and enjoy the show!

Our Guests

------------

JP Castlin - https://www.linkedin.com/in/jpcastlin/

Strategic Management Consultant

Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum

Speaker

James Hankins - https://www.linkedin.com/in/james-cp-hankins/

Global VP Marketing & Strategy Planning @ Sage (ERP)

Consulting Strategist @ Vizer Consulting

Co-Chair of IPA Share of Search ThinkTank @ IPA

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

--------------------

Questioning the Growth Dogma:

https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991

The Gravity of Ecommerce:

https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943?

Winning the Final Mile:

https://www.marketingweek.com/ecommerce-final-mile/

Evolution of OmniChannel to connected commerce:

https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/

Unified Commerce:

https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/

JP Creating Cash Flows:

https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/

Digital Availability:

https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/

The Jevons paradox:

https://en.wikipedia.org/wiki/Jevons_paradox

Timestamps

----------------

0:46 - Intro to JP & James

3:10 - The attraction of eCommerce

4:03 - Why profits are elusive in an ecomm businesses

9:57 - Growth at all costs?

12:20 - Digital availability - why digital ads driving ecomm aren’t really ads

18:00 - Why we underestimate the costs of ecomm

22:14 - Ways to increase ecomm profits & effeciency

25:10 - The marketers responsibility to commercial creativity (not just ads)

27:40 - Recovering the margins of digital commerce

36:37 - Can small businesses compete with Amazon?

40:29 - Why so many DTC companies open retail stores

43:19 - Value chain vampires

47:02 - Why ROAS is not an optimal financial metric

49:25 - The problem with hiring marketing specialists

52:40 - Marketers can add value by understanding the business model

58:18 - The strategy behind the vegan sausage roll principle

1:02:03 - How to find out more about JP and James

1:03:50 - The 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

© 2023 Sleeping Barber

In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books! 

Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development. 

Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show. 

Our Guest 

--------------------------- 

Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency 

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: 

--------------------------- 

Yasmeen’s Books: ⁠⁠https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1⁠⁠ 

Patrick Campbell - Understanding Customers ⁠⁠https://turingfest.com/blog/patrick-campbell-saas-fundamentals/⁠⁠ 

Better Brief Project - ⁠⁠https://www.betterbriefs.com/⁠⁠ 

Yasmeen TEDx talk on Intuition - ⁠⁠https://www.youtube.com/watch?v=2w-eYtt3oiU⁠⁠ 

How to Be an Effective Product Marketer - ⁠⁠https://www.youtube.com/watch?v=j6v7PCpo-g⁠⁠ 

PM Course - ⁠⁠https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked⁠⁠ 

Product Marketing Alliance - ⁠⁠https://www.productmarketingalliance.com/⁠⁠ 

Timestamps: 

--------------------------- 

0:44 - Intro to Yasmeen 

2:18 - What is product marketing

5:46 - How does the role of a product marketer differ from regular marketers 

10:55 - How brand and product marketers can work together 

13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle 

16:02 - Why market research is so important 

20:19 - Humility is a key skill for product development 

22:35 - The most common mistakes product marketers make 

25:34 - The importance of a community in product development 

27:25 - Getting leadership buy-in with the go-to-market plan 

29:45 - What happens if the baby (product) is ugly? 

34:17 - Differentiation vs. Distinctiveness - what matters? 

39:01 - Repositioning existing products 

43:04 - How to craft a positioning statement 

47:32 - How do you manage priorities when things are moving so fast? 

51:54 - Post-Pod with V & 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 

© 2023 Sleeping Barber

This week on the Sleeping Barber Podcast, we have Emmanuel Probst, ⁠Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers. 

We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender." 

Enjoy the show. 

Our Guest

 --------------------------- 

Emmanuel Probst  https://www.linkedin.com/in/emmanuelprobst 

Global Lead - Brand Thought Leadership @ Ipsos 

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: 

--------------------------- 

Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251 

Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full 

Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/  

LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer  

Bud Light Launches new ad after Transgender commercial ⁠https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/⁠ 

Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html   

Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515 

Timestamps: 

--------------------------- 

0:44 - Emmanuel Probst Intro 

2:14 - Assemblage, an analogy between wine making and brand building  

6:35 - Why brand managers need to co-create with customers 

9:18 - CoCreation example: Vaseline #Slugging 

13:02 - Monitoring brand signals and separating the noise 

17:04 - What brand managers can learn from the James Bond franchise  

21:02 - Bud Light’s missteps and road to recovery 

28:55 - Many new marketing leaders make this same mistake  

34:11 - Brands can’t just make a promise, they have to deliver the experience 

36:54 - Brand purpose vs. personal relevance  

40:02 - Building for brand longevity 

44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t 

51:37 - The skills needed to be a great master blender for brands 

55:09 - Post Pod with V & 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 

© 2023 Sleeping Barber

The topic on everyone's mind is AI, and we decided to jump into the conversation as well. Whether you're an enthusiast or a skeptic, there's no denying AI's significant impact on our world. We're privileged to have Craig Hainey, Head of Ventures at AltaML, and Darby Sieben, Chief Product Officer at Unbounce, join us to navigate the labyrinth that AI is. 

Our discussion spans a range of topics, from debunking common AI myths to exploring how UX catalyzes adoption, among others. Most importantly, rest assured humanity is not at risk! Enjoy the show. 

Our Guests 

--------------------------- 

Craig Haney - https://www.linkedin.com/in/craigahaney/ Head of Ventures @ AltaML 

Darby Sieben - https://www.linkedin.com/in/darbysieben/ Chief Product Officer at Unbounce and Investor 

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: 

--------------------------- 

Tristan Harris and Aza Raskin Co-Founders of the Centre for Humane Technology discuss The AI dilemma https://www.youtube.com/watch?v=cB0_-qKbal4 

Reasons why AI startups will fail (Darby’s post) https://www.linkedin.com/posts/darbysieben_99-of-ai-startups-are-going-to-fail-what-activity-7071506492394242048-BSKI 

AI Hype Cycle is Distracting Companies https://hbr.org/2023/06/the-ai-hype-cycle-is-distracting-companies 

How Generative AI can Augment Human Creativity https://hbr.org/2023/07/how-generative-ai-can-augment-human-creativity 

Timestamps: 

--------------------------- 

0:45 - Intro to Craig Hainey from AltaML and Darby Sieben from Unbounce 

1:39 - AI is will not be the death of humanity 

2:35 - Artificial Intelligence (AI) is NOT Artificial General Intelligence (AGI) 

6:18 - What’s creating the hype for AI 

8:01 - How UX is fueling adoption 

10:17 - What makes AI different from a trend like PokemonGo, Segway, and Alexa voice search 

16:27 - What sectors can’t use AI? 

19:30 - Why are some companies aren’t going all in on AI 

24:25 - The intersection of a company’s Big Data and Machine Learning (ML) 

25:48 - The challenge of the ChatGPT hype cycle 

32:21 - What are the risks to enterprises and how to mitigate them 

39:50 - How Unbounce uses AI for landing page conversion rates 

42:49 - How AltaML uses AI for clients and what they’re looking for in partners 

46:55 - The new job opportunities with AI 

49:00 - Sylvester.AI: A use case for monitoring cat health 

51:50 - How intrapreneurs can use AI to help their company innovate 

1:04:10 - 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 

© 2023 Sleeping Barber

Spurred by a class assignment, our hosts Marc and Vassilis engage in a riveting discussion, debating whether personas truly enhance segmentation and enrich a marketer's targeting strategy or if they add layers of unnecessary complexity. Analyzing real-world examples and reflecting on their personal experiences, they delve deep into the merits and pitfalls of using personas in marketing, offering a nuanced perspective on their validity.

Enjoy the episode!

____________

The Sleeping Barber Podcast:

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/⁠

________________

Sources

• Why Personas are more important than ever https://www.forbes.com/sites/forbesagencycouncil/2021/12/02/why-buyer-personas-are-more-important-than-ever-for-facebook-advertisers/
• The customer persona is dead! https://business.adobe.com/blog/basics/the-customer-persona-is-dead-long-live-the-customer-profile
• SEM Rush https://www.semrush.com/blog/market-research-guide/ 
• 7 Common Mistakes in Building Marketing Personas https://rockcontent.com/blog/buyer-personas-mistakes/
• Ditching marketing personas for Marketing Science https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0 
• Only crap marketers mistake stereotypes for market segments https://www.marketingweek.com/mark-ritson-stereotypes-segmentation/
• Personas are worthless for marketing https://articles.data.blog/2021/06/16/matt-lerner-says-personas-are-worthless-for-marketing/
• B2B category entry points https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/b2bi-cepinb2b-final.pdf

________________

Timestamps

• 0:49 - Setting up the theme - Do personas still make sense? 
• 6:03 - What is a marketing persona, and how to create one? 
• 8:07 - What is the point or value of a persona? 
• 9:30 - Do you have to use demos, behaviours and gender to create personas? 
• 12:39 - Do you always need a persona for an effective targeting strategy?
• 15:45 - Marketing personas versus buyer needs
• 20:30 - The importance of targeting personas that represent a segment
• 22:14 - The key to making a persona useful
• 23:10 - How the persona can become strategic for a business
• 28:57 - Do you need personas for in every stage of a company’s lifecycle?
• 31:51 - How many personas are too many? 
• 33:00 - Connecting personas to strategic business objectives
• 34:05 - The 5 dangers of personas
• 40:32 - To persona or not to persona?
• 43:47 - Personas in B2B 
• 46:18 - The takeaways on personas

____________

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

© 2023 Sleeping Barber

In today's episode, we're joined by Jennifer Riel, Head of Global Strategy at IDEO. We dig deep into the importance of continual learning, the discipline required to make great choices, and the crucial lens for strategic monitoring while underlining the limited value of relying solely on historical data.

Jennifer also highlights the issue of investors' short-term obsession, how to diagnose bad strategy and the significance of annual strategic planning. Using the BlackBerry case study, we examine strategic decision-making during crises and the indicators signalling a need for strategic shifts. The episode wraps with an in-depth discussion on talent strategy in today's hybrid work culture and the age-old question: is a poor strategy, if well executed, preferable? Stay tuned for a lively Pod-pod session with V and Marc to reflect on these insights and more.

____________

Our Guest: Follow Jennifer Riel: https://www.linkedin.com/in/jenniferriel/

IDEO Profile: https://www.ideo.com/people/jennifer-riel

____________

Literature

Creating Great Choices: https://www.amazon.ca/Creating-Great-Choices-Integrative-Thinking/dp/1633692965/

IDEO Shopping Cart: https://www.youtube.com/watch?v=M66ZU2PCIcM&t=95s

HBR: When to Switch Strategy: https://hbr.org/2021/02/when-to-switch-strategy-in-a-crisis

Good Strategy, Bad Strategy Summary: https://jlzych.com/2018/06/27/notes-from-good-strategy-bad-strategy/

How to evaluate corporate strategy: https://hbr.org/1963/07/how-to-evaluate-corporate-strategy 

Blue Ocean Strategy v. Playing To Win: https://rogermartin.medium.com/blue-ocean-strategy-playing-to-win-f0efb83cc608

Design Thinking V. Playing to Win: https://rogermartin.medium.com/strategy-design-thinking-faf6b787160b

____________ The Sleeping Barber Podcast: 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:

• 0:53 - Introduction to Jennifer Riel - Head of Global Strategy at IDEO
• 2:05 - Who is IDEO, what is design thinking and how does it fit with strategy?  
• 8:42 - The power of testing and learning
• 10:05 - Three disciplines making great choices: Design, Integrative Thinking, Strategy 
• 13:45 - The 4 “always on” lenses for monitoring your strategy 
• 20:15 - Why historical data isn’t enough to monitor your strategy
• 23:55 - How to change investor obsession with short term results
• 26:58 - What is strategy and how it fits with Design Thinking
• 31:13 - How to diagnose bad strategy
• 35:19 - Why annual strategic planning is important
• 39:11 - How to make strategic choices during a crisis a BlackBerry case study
• 43:55 - When should you change strategic direction
• 46:30 - Early warning indicators to help signal strategic changes 
• 51:30 - Strategic pivots in response to temporary vs. permanent change
• 55:26 - Rethinking your talent strategy: choosing hybrid, WFH, reorg and lay offs
• 59:14 - Is it really better to have a poor strategy, well executed? 
• 1:01:55 - Pod-pod with V and Marc

____________ Where to listen Apple Podcasts: ⁠⁠https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw⁠ Youtube: ⁠https://www.youtube.com/@sleepingbarberpodcast

Welcome back to yet another episode of the Sleeping Barber Podcast. We're thrilled to have Avinash Kaushik, the Chief Strategy Officer at Croud, on our show today. With a background at Google and well-earned reputation for insightful digital perspectives, Avinash brings a wealth of knowledge in digital marketing, data science, and much more to our conversation.

In this enlightening episode, we navigate through a myriad of topics. We delve into the frequent pitfalls surrounding KPIs in marketing, scrutinize the limitations of traditional marketing funnels, and unpack the impactful concept of incrementality. Avinash offers an alternative approach that promises to enlighten your strategies.

Make sure to stick around until the end for a post-show chat with our hosts, Marc and V. Believe us when we say this episode is one you wouldn't want to pass up!

So, without further ado, let's jump right in!

____________

Our Guest: Follow Avinash Kushki: https://www.linkedin.com/in/akaushik/

____________

Literature Get a Grip on Incrementality: https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-incrementality

Most Important KPIs: https://www.kaushik.net/avinash/the-most-important-business-kpis/

Driving Innovation from customer intent: https://www.youtube.com/watch?v=OzFegvyVJRM

Incrementality: https://www.linkedin.com/posts/akaushik_marketings-incrementality-business-results-activity-7029572543795630080-w-P0/

Brand & Performance Silos: https://www.linkedin.com/posts/akaushik_at-my-ripe-old-age-it-upsets-me-when-i-activity-7037000489066004480-trfZ/

See, Think, Do, Care Framework: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/ ____________ The Sleeping Barber Podcast: 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: O:55  - Intro to Avinash Kaushik 3:38 - The 2 big measurement mistakes many marketers make about KPIs 9:44 - Traps that misguide marketers 14:48 - Why funnels idiodic and a what to use instead of them 20:48 - How to measure both short-term and long-term campaigns 25:26 - What is incrementality, why does it matter & how is it different from ROI?  30:20 - The ladder of awesomeness 33:30 - The shock of measuring incrementality 35:55 - Different types of incrementality 47:12 - Anybody can suck less, how any size company can use incrementality 51:48 - Customer curiosity & open mindedness makes marketers better 58:44 - What marketers need to learn  1:05:08 - Avinash’s career path to Croud 1:07:40 - How to find out more about Avinash 1:08:50 - Post pod discussion with V and Marc ____________ Where to listen Apple Podcasts: ⁠⁠https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw⁠ Youtube: ⁠https://www.youtube.com/@sleepingbarberpodcast

Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more. We hope you enjoy the show! ____________ Our Guest: Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/ ____________ Literature Traditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete

Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-sales What Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-sale Brent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0 The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355 Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/ Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0 ____________ The Sleeping Barber Podcast: 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 Brent Adamson 3:15 - The evolution of B2B Sales & Marketing  7:07 - Buyers don’t funnel, the loop 12:00 - There are more decision makers than we think there are 18:35 - A different way to think of buyer enablement 20:50 - MQL -> SQL -> NMP & Content Marketing 27:24 - The role of personalization 29:19 - The more important role of designing an easy experience 26:13 - the damage of over customization 39:05 - Connecting customers through confidence and value   48:44 - The evolution of the challenger sale to sensemaking 50:50 - With content abundance we need an information strategy to differentiate  53:20 - How B2B can differentiate today 56:48 - Post Pod with V and Marc ____________ Where to listen Apple Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts⁠ Spotify: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify⁠ Google Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast⁠ Youtube: ⁠Sleeping Barber - A Business and Marketing Podcast⁠

Have we come full circle?

The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion.

We hope you enjoy this episode!

____________

Our Guest:

Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/

Follow Westwood One: https://www.linkedin.com/company/westwoodone/

____________

Literature:

• https://www.linkedin.com/in/pierrebouvard/
• https://www.prnewswire.com/news-releases/nielsen-audiences-extend-viewing-momentum-into-december-according-to-the-gauge-301725563.html
• https://www.westwoodone.com/blog/2023/03/27/two-slides-every-marketer-needs-to-have-audio-streaming-and-podcast-audiences-from-edison-researchs-infinite-dial-2023/ 
• https://www.insiderintelligence.com/content/audio-advertising-spotify-grows-podcasts-go-global-radio-safe-bet 
• https://www.statista.com/statistics/431478/time-spent-media-canada-media/
  

____________

The Sleeping Barber Podcast:

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:

• 0:48 - Intro to Pierre
• 3:03 - Why major broadcasters are converting from radio to audio 
• 5:29 - Where traditional media stands today in the media landscape
• 10:20 - Mass reach with radio is not an oxymoron
• 13:34 - The problem with media planners 
• 18:08 - The expanding universe of audio advertising
• 24:49 - Capturing attention in the car
• 27:02 - Portable People Meters (PPM) - measuring media audiences
• 29:45 - Radio is becoming visual in connected cars
• 34:10 - Heatmapping listener driving patterns
• 38:20 - Speed of reach
• 41:49 - Why campaign effectiveness increases with media diversity
• 43:25 - Is the 3 frequency still accurate? 
• 53:20 - Distinctive assets & the keys to sonic brands
• 57:23 - Did we forget how advertising works? 
• 1:03:35 - Tips for effective audio creative
• 1:07:03 - Why more messages in an ad is a bad idea
• 1:09:48 - How to find out more about Pierre
• 1:11:31 - Post Pod with V and Marc

____________ Where to listen Apple Podcasts: ⁠ The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts Spotify: ⁠ The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify Google Podcasts: ⁠ The Sleeping Barber - A Business and Marketing Podcast

Youtube: Sleeping Barber - A Business and Marketing Podcast

Intent-based marketing is a highly versatile tactic that often falls under the umbrella of performance marketing, but is frequently overlooked by marketers.

On this episode, Marc and Vassilis provide a comprehensive overview of intent-based marketing, discussing various aspects such as the tools and technologies employed to implement it, the data sources that underpin it, and the best practices for crafting effective campaigns. Additionally, they examine the channels through which this marketing approach can be deployed, as well as the potential challenges and limitations it poses.

We hope you enjoy this episode and gain valuable insights into this crucial marketing approach.

____________

The Sleeping Barber Podcast:

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/⁠

________________

Sources

• https://clearbit.com/blog/what-is-lead-enrichment
• https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/why-consumer-intent-more-powerful-than-demographics/
• https://www.techtarget.com/before-you-leap-understand-the-4-pillars-of-intent-based-marketing/
• https://www.semrush.com/blog/how-to-do-competitor-analysis-in-digital-marketing/
• https://www.cience.com/blog/intent-based-marketing 
• https://www.fastcompany.com/90703704/anonymity-and-the-rise-of-consumer-intent-data

________________

Timestamps

• 0:45 - Show Intro
• 2:27 - The need to deliver short-term results
• 3:24 - Defining intent-based marketing
• 4:30 - The benefits of intent marketing 
• 6:55 - Performance marketing impact on budgets and demographics
• 8:55 - Sources of intent data
• 10:48 - Zero-party data
• 11:38 - Misinterpreting digital data
• 13:30 - Can digital activity be separated from real intent signals?
• 15:31 - Why your organization should define its own intent signals
• 20:04 - How surveys can help clarify buyer intent
• 21:35 - Airbnb as an example of using buyer intent to design a buyer experience
• 24:20 - Knowing your role in the customer’s complete buying journey
• 26:40 - When performance marketing meets branding 
• 29:10 - Intent, channels and content … Oh my
• 34:45 - The trouble with gated content
• 36:09 - Challenges with intent data
• 38:27 - Offline sources of intent data
• 43:37 - Content as a limitation of performance marketing
• 47:30 - The problem of mass personalization 
• 52:00 - Past purchase vs. recency and frequency of intent
• 54:56 - What did we learn today
  

____________
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

© 2023 Sleeping Barber

This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel. 

With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion! 

Enjoy the show.

________________
Our Guest

Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/ 

Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/

Visit Jenni's Website: http://www.jenniromaniuk.com/

____________
The Sleeping Barber Podcast:

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/

________________
Literature

Category Entry Points in a B2B World: https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b

Laws of Marketing with Nicole Hartnett: https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143

________________
Timestamps

• 0:55 - Intro to Jenni
• 2:27 - Why did you write this book now?
• 6:00 - B2B or B2C - Who will benefit from this book?
• 8:44 - Why people often hate their brand trackers
• 11:15 - Some metrics don’t need to be tracked
• 15:14 - Brand rejection: why you don’t need to track all metrics all the time
• 20:00 - Loyalty, where’s the evidence?
• 23:22 - Does it really cost 5x more to make a customer than keep one?
• 25:47 - Why the Laws of Marketing are important to your brand health tracking
• 29:03 - Do the laws apply to B2B and B2C?
• 30:16 - Why your brand’s user profiles should match the category
• 33:41 - The trouble with differentiation
• 36:08 - The laws of marketing in subscription v. repertoire markets
• 38:55 - Is the AIDA Funnel really valuable?
• 42:50 - What and when is brand awareness useful?
• 48:32 - Brand tracker tip #1: Design for the category
• 49:43 - Brand tracker tip #2: Analyze for the buyer
• 50:44 - Brand tracker tip #1: Report for the brand
• 52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall
• 57:50 - Post-pod with V and Marc

____________
Where to listen

Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW

In this week's episode, we are thrilled to welcome Tom Roach, the VP of Strategy at JellyFish, a marketing performance company.
During our conversation with Tom, we'll explore a wide range of themes that are top of mind for marketers in today's rapidly evolving landscape. We delve into some thought-provoking questions frequently on marketers' minds, such as the value of advertising, the importance of purpose and how it can be a critical driver of success in marketing, and explore the nuances of ROAS and ROI. 

So, be sure to tune in and join us for this great episode!

____________

Our Guest:

Follow Tom Roach: https://www.linkedin.com/in/tom-roach-5b468026/

Follow JellyFish: https://www.linkedin.com/company/jellyfishglobal/

Tom's Blog: https://thetomroach.com/

____________

The Sleeping Barber Podcast:

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/

____________

Literature and Links:

• Why Advertising Will Never Die: https://thetomroach.com/2022/06/06/why-advertising-will-never-die/
• Modern Marketing Myopia is Losing Perspective: https://thetomroach.com/2021/05/01/modern-marketing-myopia-is-marketing-losing-perspective/
• The Most Valuable Business Tool Ever Invented: https://thetomroach.com/2020/11/12/the-most-valuable-business-tool-ever-invented/
• Most Marketing is Bad Because it Ignores the Most Basic Data: https://thetomroach.com/2020/11/10/most-marketing-is-bad-because-it-ignores-the-most-basic-data/
• The Stupidity of Sameness and the Value of Difference: https://thetomroach.com/2020/11/09/the-stupidity-of-sameness-and-the-value-of-difference/
• Beware of ROAS, ROIs Dangerous Digital Twin: https://thetomroach.com/2022/10/22/beware-of-roas-rois-dangerous-digital-twin/

____________

Timestamps

• 0:47 - Intro
• 2:43 - Is there value in advertising?
• 6:05 - Are Superbowl ads worth the cost?
• 8:12 - Advertising as a strong force vs. a weak force
• 13:40 - Why the pendulum is swinging back to brand from performance advertising
• 18:03 - Amazon is one of the worlds largest advertisers.Is Tesla next?
• 22:03 - Open letter to CMOs - the value of brand building
• 27:39 - The different levers of brand building
• 30:31 - Bothism and balance in short and long-term marketing
• 32:43 - Difference vs. Differentiation - are they the same?
• 38:57 - Is differentiation sustainable?
• 41:13 - Purpose
• 43:15 - When purpose works
• 47:14 - ROI and it's evil twin ROAS
• 54:18 - How and what to consider for brand measurement
• 59:49 - More about Tom
• 1:02:03 - Post Pod

____________

Where to Listen:

Apple Podcasts:

Spotify

We are thrilled to have Dr. Hermann Simon return to our show. Dr. Simon has just published his newest book, "Beating Inflation: An Agile, Concrete, and Effective Corporate Guide." During our discussion, we explore various topics and tactics that organizations use to navigate these uncertain times. We delve into the significance of marketing and sales departments and, most importantly, how to keep your organization agile during this period. This conversation is timely, and we are confident you will enjoy it.

Enjoy the show.

____________

Our Guest:

Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/.

Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/.

Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/

Beating Inflation: https://www.amazon.com/Beating-Inflation-Concrete-Effective-Corporate/dp/3031200926

____________

The Sleeping Barber Podcast:

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

• 0:41 - Introduction
• 1:55 - Inflation is everywhere in the news. Hermann’s definition of inflation.
• 5:16 - Price goes up, and the value of your moneys goes down. But what is your actual buying power?
• 6:35 - Inflation has been steady for so many years. What is the effect on consumers?
• 8:27 - What are the main causes of inflation? Are there commonalities?
• 11:37 - Nothing fixes a high price like a high price. What is the driver for reduction?
• 13:34 - The implications of inflation.
• 16:10 - How problematic is it for companies to navigate this new economic climate?
• 18:20 - Communicating value during inflation
• 20:30 - How are professional services affected during inflation?
• 23:30 - Customers' willingness to pay for professional services.
• 25:20 - Profits = price x volume - costs and phantom profit.
• 27:10 - What is phantom profit?
• 29:45 - Price fluctuation, not just at the pumps.
• 33:00 - Should organizations manage prices like they do at gas pumps?
• 34:00 - Are there mechanisms that organizations should think about when increasing prices?
• 36:30 - Why is there a lag in salary increases? What should companies do?
• 38:35 - What is the time lag for salary increases?
• 40:00 - Should the organization increase pricing gradually? Or go all in?
• 41:19 - Maintaining pricing agility
• 42:30 - What are some pricing strategies people can follow in this climate?
• 48:00 - Can marketers take advantage of pricing power?
• 49:50 - What kind of messaging can marketers focus on driving pricing power?
• 52:00 - Bundling. The inflation silver bullet?
• 55:45 - What can the sales force do during inflationary periods?
• 57:14 - Hermann’s advice to CEOs
• 59:32 - Post-Pod discussion

____________

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw

In this episode, we're joined by Mary Kyriakidi, a Global Thought Leader at Kantar and a long-time friend of the show. We delve into her modern marketing dilemmas series and explore multiple topics. The three triggers of equity, experience, and activation, the role of meaning, difference, and salience in marketing and the importance of designing engaging experiences. It was a great conversation, and we had a lot of fun recording it. 

So, sit back, relax, and enjoy the show!

____________

Our Guest:

Follow Mary Kyriakidi on LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/

Mary's Brandberries Author Website: https://www.thebrandberries.com/author/mary-kyriakidi/

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Follow or get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

____________

Literature and Links:

Modern Marketing Dilemmas Series:

1. What Role Does Brand Play in The Consumer Decision Journey: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-what-role-does-brand-play-in-the-consumer-decision-journey
2. How should marketers stand up to recession? https://www.kantar.com/north-america/inspiration/brands/modern-marketing-dilemmas-how-should-marketers-stand-up-to-recession 
3. Where does performance marketing meet brand building? https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-where-does-performance-marketing-meet-brand-building 

____________

Timestamps:

• 0:43 - Intro
• 2:28 - Mary’s 2022 Wish.
• 4:28 - The consensus around mental and physical availability for driving growth.
• 6:15 - The role of triggers - equity, experience, activation.
• 10:25 - Are all stages created equally through the eyes of the consumer?
• 11:45 - Equity and the relationship of annual recurring revenue
• 13:20 - Equity, Experience and activation vs. other models.
• 17:12 - Mental availability and the customer experience.
• 20:15 - Experience design and brands and how does it live holistically within organizations
• 22:21 - The happiest place on earth? Marc’s Disney experience.
• 25:26 - Designing experiences for your business
• 26:40 - Can brands sell the same products but win by differentiating on customer experience?
• 31:28 - Sampling products and the ability to drive long-term revenue.
• 32:23 - Can you increase the purchase frequency of a brand by designing an experience?
• 36:35 - Should marketing teams be involved in building brand experiences across departments?
• 41:00 - Distinctiveness and brands.
• 43:30 - Branding is a shortcut for the brain.
• 44:40 - Does re-branding happen too often?
• 48:10 - The influence of meaning, salience, and difference
• 54:30 - The evolution of marketing
• 55:46 - Mary’s wish for 2023
• 58:00 - Post-pod with Marc and V

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Where to Listen:

Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF 

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw

YouTube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

As the curtain falls on the first season of the Sleeping Barber Podcast, Marc and Vassilis reflect on the many conversations with their guests over the year and highlight their key “uh huh” moments. This is a shorter podcast (by our standards), so sit back and enjoy this conversation with a cup of egg nog beside a crackling fire.

Seasons greetings to all our listeners! We are looking forward to 2023. 

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Follow or get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

____________

Timestamps

• 0:46 - Show Intro
• 2:14 - Mary Kyriakidi customers are serial adulterers
• 5:10 - Chris Walker B2B and B2C customers are more similar than we’d like to believe
• 7:05 - Nicole Hartnett media reach is more important than frequency
• 8:12 - Roger Martin, the relentless focus on the consumer
• 10:26 - Roger Martin disruption is not an equal opportunity event
• 11:40 - Jennifer Riel creates great choices by falling in love with ideas that aren’t ours
• 14:50 - Dave Bunce why marketers need to learn the language of finance
• 18:34 - Hermann Simon Profit = Price x Volume - Costs
• 25:22 - Sandeep Dayal, the ethics of marketing
• 28:24 - Orlando Wood and Jon Evans broad-beam attention
• 30:14 - Jon Mowatt creating emotional video content for the context of consumption
• 31:25 - Ty Heath, Faisal Sidiqqui and Ian Barnard performance branding on big or small budgets
• 31:56 - Tom Goodwin challenging the trends & creating innovative pilot projects
• 36:22 - Dan White, the importance of continuous learning for your marketing career
• 39:22 - Where the Sleeping Barber’s name came from

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Where to Listen

Apple Podcasts: https://podcasts.apple.com/us/podcast... 

Spotify: https://open.spotify.com/show/4v0kaM3... 

Google Podcasts: https://podcasts.google.com/feed/aHR0...  

Youtube: https://www.youtube.com/@sleepingbarberpodcast 

© 2022 Sleeping Barber

Episode 19 is here, and it's a good one! 

We host Tom Goodwin, an advertising and media provocateur, speaker, and consultant. He is the author of the book Digital Darwinism which is now in its second edition. He answers our questions regarding marketing trends lists, why they don't change much over time, what is simply noise, and we even get into elements of his book.  

This is a thought-provoking episode that you should make time for. 

Enjoy the show!

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Our Guest:

Follow Tom Goodwin: https://www.linkedin.com/in/tomfgoodwin/

Company Website: https://www.allwehaveisnow.co/

Personal Website: https://www.tomgoodwin.co/ 

The Edge: https://www.euronews.com/next/next-series/the-edge

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Follow or get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

____________

Literature and Links:

• Surviving A Mass Extinction Event in The Corporate World: https://mackinstitute.wharton.upenn.edu/2019/surviving-a-mass-extinction-event-corporate-world/
• For All The Talk of Change, Things Haven't Changed That Much: https://www.linkedin.com/posts/tomfgoodwin_for-all-the-talk-of-change-things-have-activity-6986720297160744960-V41T/
• Tom's Book: https://www.amazon.ca/Digital-Darwinism-Surviving-Business-Disruption/dp/1398601926/

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Timestamps:

• 0:46 - Intro to Tom
• 3:00 - Why are annual trends popular?
• 5:04 - Why don’t trends change very much over time?
• 7:19 - Nowism
• 9:47 - Why do we get sucked into trends
• 13:04 - Is there any truth to the unprecedented disruption argument?
• 15:22 - The gulf between trends and innovation
• 18:23 - Most companies don’t have to change
• 21:26 - The frustration with trends
• 22:55 - Why ideas die
• 26:03 - What we should learn from the past revolutions
• 29:27 - We haven’t taken advantage of what already exists
• 31:18 - What are companies getting wrong about digital transformation
• 33:45 - Leading change through pilot projects
• 35:29 - Getting digital transformation right
• 39:00 - Why McDonalds is one of the best digital transformation case studies
• 42:22 - Marketers need to share insights outside of marketing
• 48:36 - Why we struggle with customer centricity
• 51:10 - What is the opportunity for digital transformation in B2B?
• 53:08 - Why VC funding is getting it wrong
• 57:30 - Companies getting it right with trends
• 59:11 - How to learn more about Tom
• 1:00:11 - Post-Pod with V and Marc

On this week's episode of the Sleeping Barber Podcast, we are excited to welcome Prof. Hermann Simon to the show. Prof. Simon is a bestselling author of more than 40 books and is a leading authority in pricing. His accolades include being inducted into the Thinkers50 Hall of Fame and having a Chinese business school named after him in Shouguang. 

We had the pleasure of discussing various topics, like defining the three drivers of profit, good v. bad market share, profit killers, and much more. It was an incredibly enlightening conversation we know you'll enjoy. 

Enjoy the show.

____________

Our Guest:

Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/.

Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/.

Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/ 

Confessions of the Pricing Man: https://www.amazon.ca/Confessions-Pricing-Man-Affects-Everything/dp/3319203991/ref=sr_1_1

____________

The Sleeping Barber Podcast:

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/

____________

Literature and Links:

• The Pricing Man Summary: https://jamesclear.com/book-summaries/confessions-of-the-pricing-man
• Hermann Simon Articles: https://hermannsimon.com/articles/
• Herman Simon Books: https://hermannsimon.com/books/ 

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Timestamps

• 0:48 -  Intro to Hermann Simon
• 2:46 - Price, the neglected stepchild of the 4Ps
• 4:29 - Cost plus, the most frequent pricing mistake
• 7:00 - Why profit, not volume, is the only meaningful goal of a business
• 9:45 - Why the airline industry is prone to price wars
• 12:15 - Profit killers: overcapacity & market share
• 14:56 - How to counteract price war
• 17:19 - Why do marginal costs define the lower price limit
• 19:06 - The three drivers of profit & which is most effective
• 23:08 - Why companies should orient to price, not volume
• 26:49 - Reconciling shareholder return vs. profit maximization
• 29:15 - Good v. bad market-share
• 32:02 - Pricing and where does it live
• 36:00 - The two categories for salespeople. Value sellers and price sellers. 
• 41:22 - Price and its effect on product development
• 45:00 - Understanding pricing models
• 52:45 - Subscriptions-based pricing model
• 56:30 - Customers' willingness to pay
• 1:05 - Post pod discussion with Marc and V

On this week's episode of the Sleeping Barber Podcast, we are delighted to have on the show two fantastic guests. Jon Evans, Chief Marketing Officer and 'Uncensored CMO' at System1 Group and Orlando Wood, Chief Innovation Officer at System 1 Group. We discuss the theory and practice of effective ads, the impact digital has had on advertising effectiveness while also spending time understanding why left-brain versus right-brain thinking is wrong. 

This is an episode you don't want to miss. Enjoy the show!

____________

Our Guests:

Follow Jon Evans: https://www.linkedin.com/in/uncensoredcmo/

Follow Orlando Wood: https://www.linkedin.com/in/orlando-wood-6a62946/

Listen to the Uncensored CMO Podcast: https://uncensoredcmo.com/

Follow the System 1 Group: https://www.linkedin.com/company/system1-group/

____________

The Sleeping Barber Podcast:

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/

____________

Literature and Links:

• Lemon, the Book: https://www.amazon.ca/Lemon-advertising-brain-turned-sour/dp/0852941471/ 
• Look Out, the Book: https://www.amazon.ca/Look-Out-Orlando-Wood/dp/0852941498/
• Lemon Video: https://www.youtube.com/watch?v=XUXYRf5O5T4&t=1031s
• Look Out Video: https://vimeo.com/646872264
• GoDaddy Ad: https://www.youtube.com/watch?v=5Z1nlSDcRSk
• Yorkshire Tea: https://www.youtube.com/watch?v=ulKeJYl0Hac
• Barclay Credit Card: https://www.youtube.com/watch?v=xsh0hlnDvKA
• Tide Ad Analysis: https://www.youtube.com/watch?v=MpyHVXNtOlw

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Timestamps

• 0:46 - Intro to Jon and Orlando
• 4:14 - The “purpose” of advertising
• 7:35 - Declining effectiveness of advertising
• 12:36 - Attention and why left v right Brain thinking is wrong
• 18:27 - The impact of digital on advertising effectiveness
• 22:54 - The correlation between Orlando’s work, ad effectiveness and business outcomes
• 27:50 -  The value of testing creative
• 32:32 - The negative impact of performance marketing
• 33:58 - Long-term versus long-lasting effects of brand building
• 36:19 - Differences between ads built for narrow versus broad beam attention
• 40:03 - The impact of excess Share of Voice (eSOV) and creative effectiveness
• 43:38 - Are there bad ads?
• 44:30 - Can ads have too many messages?
• 49:07 - Industries leading the adoption of testing creative
• 53:19 - Channel choices - the importance of attention and reach
• 57:05 - Do these principles and results apply to B2B?
• 1:01:49 - Why brand building is effective before Black Friday
• 1:04:21 - Postpod with V and Marc

Budget planning. 

These two words can bring back nightmares for many marketers. A daunting task that pins marketers against finance departments in a game of chicken to see who blinks first. We know how difficult this process can be, so we called an expert to help us. 

In this week's show, Dr. Grace Kite, Founder and economist, joins us from Magic Numbers to discuss budget planning, channel distribution, and what percentage of total revenue should be allocated to marketing. She also helps us understand the role of econometrics and shares how she really feels about CPA! This is a timely episode that we know you will enjoy.

Enjoy the show!

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Our Guest:

Follow Dr. Grace Kite on LinkedIn: https://www.linkedin.com/in/grace-kite/

Magin Numbers: https://magicnumbers.co.uk/

Magic Numbers Profile: https://magicnumbers.co.uk/people/dr-grace-kite/

Marketing Week Author Page: https://www.marketingweek.com/author/grace-kite/

____________

The Sleeping Barber Podcast:

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/

____________

Literature:

Three data-led pointers for marketers during budget season: https://www.marketingweek.com/grace-kite-three-pointers-budget-season/

When it comes to marketing payback, words matter just as much as numbers: https://www.marketingweek.com/grace-kite-marketing-payback-words/

If there was a marketing effectiveness ‘crisis’, it’s now over: https://www.marketingweek.com/grace-kite-effectiveness-crisis/ 

____________

Timestamps:

• 0:40 - Introduction to Dr. Grace Kite
• 1:30 - What percentage of total revenue should be allocated to marketing?
• 6:30 - Does the industry impact what percentages of total revenue are allocated to marketing?
• 9:00 - What is the best way to allocate your budget?
• 10:30 - Econometrics and channel distribution.  
• 11:50 - The 60/40 rule, budget allocation, and the nuances between offline and online.
• 14:00 - Excess share of voice and its impact on setting budgets.
• 17:30 - Market orientation and its impact on budget planning.
• 20:00 - Budget planning during a crisis.
• 23:00 - And why testing is important.
• 26:00 - Reach vs. frequency.
• 29:35 - Academic research may not be representative of all industries. 
• 31:20 - Online vs. Offline media
• 38:04 - Did we shift to digital means more than we should have?
• 40:10 - CPA and why it can be misleading.
• 44:00 - What is incrementally?
• 49:00 - When SEM is important
• 52:36 - The role of econometrics measuring the efficacy of marketing.
• 54:00 - Defending research and the marketing budget.
• 57:30 - Defending budgets through the lens of time.
• 59:40 - Decrease in price sensitivity. How do marketers influence price sensitivity? 
• 1:09 - How to get in touch with Grace
• 1:10 - Post-pod discussion with Mark and Vassilis

Marketing. It's meant to be at the core of every business, bridging the gap between product and customer. In this episode of the sleeping barber podcast, our hosts Marc Binkley and Vassilis Douros debate if our discipline is at a crossroads. They discuss a myriad of topics covering the lack of identity of our discipline, CMO tenure, and even misguided marketing perspectives. This episode will leave you reflecting on what you, as a practitioner, can do differently and how to better adopt evidence-based decision-making.

Enjoy the show.

____________

The Sleeping Barber - A Marketing Podcast:

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/

____________

Literature:

Special thanks to friends of our podcast, Kantar, for sourcing great literature for us.

• Creating better briefs - betterbriefs.com
• How CEOs Grade Their CMOs - Forbes
• Is The CMO Tenure Narrative Wrong? - Forbes
• Total Marketing ROI - Kantar
• The Imperative of Imagination - Kantar
• Media Reactions 2022 - Kantar
• The CMO Survey® - London Business School
• If there was a marketing effectiveness 'crisis,' it's now over - MarketingWeek
• Look at your brand from the customer's perspective, not the other way round - MarketingWeek
• Average CMO Tenure Holds Steady at Lowest Level in Decade - WSJ

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Timestamps:

• 0:46 - Intro
• 2:18 - Marketing has a lack of identity
• 3:58 - What happened when marketing was led without an executive
• 6:10 - The "Evidence" why marketing is in trouble: CMO tenure, misguided perspectives, lack of effectiveness
• 8:14 - The CMO unicorn & the disciplines needed to succeed
• 11:03 - The merging of CMO and CDO
• 13:30 - Media Mix Modelling and Multi-touch attribution
• 15:09 - It's the death of ___
• 19:02 - The decline in marketing effectiveness
• 21:48 - The importance of creative
• 24:15 - Marketing has zero strategy
• 26:35 - Briefs and strategy
• 33:21 - The problem with quick wins
• 36:45 - Improving our metrics with evidence-based decision making
• 40:27 - Why do we default to myopic marketing myths?
• 43:15 - The misguided perspectives in marketing
• 48:00 - Are we really consumer-centric?
• 54:48 - The 4 Ps of marketing
• 57:17 - Conclusion - Is marketing really in trouble?

In this week's show, we welcome Dr. Nicole Hartnett, Senior Marketing Scientist from the Ehrenberg-Bass Institute for Marketing Science. We discuss the laws of marketing, what happens to brands when you stop advertising, how to build strong brands on distinctive assets, and even spend time discussing loyalty myths. Nicole shares a lot of insights that we know you will find valuable!

Enjoy the show!

____________

Our Guest:

Follow Dr. Nicole Hartnett on LinkedIn: https://www.linkedin.com/in/nicole-hartnett/.

Ehrenberg-Bass Institute: https://www.marketingscience.info/ 

Marketing: Theory, Evidence & Practice: https://www.amazon.ca/Marketing-Evidence-Practice-Byron-Sharp/dp/0195590295/ref=asc_df_0195590295/

____________

The Sleeping Barber Podcast:

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/

____________

Literature:

When Brands Stop Advertising: https://www.marketingscience.info/when-brands-stop-advertising/

Marketers' Intuitions about the Sales Effectiveness of Advertisements: 

https://www.researchgate.net/publication/304764587_Marketers'_Intuitions_about_the_Sales_Effectiveness_of_Advertisements

How Brands Grow: https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560/ref=asc_df_0195573560/

How Brands Grow Part 2: https://www.amazon.ca/How-Brands-Grow-Emerging-Services/

Building Distinctive Brand Assets: https://www.amazon.ca/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/ 

____________

Timestamps:

• 1:00 - Intro to Nicole
• 3:19 - The difference between repertoire and subscription markets
• 9:34 - Loyalty myths, the law of double jeopardy & why market penetration matters
• 13:55 - What influenced our fixation on loyalty
• 16:14 - Law of buying frequencies: why light category buyers are important
• 22:55 - Time & the illusion of solely loyal customers
• 26:29 - Penetration, the sustainable root to growth, is driven by mental & physical availability
• 29:58 - Proof of physical availability - private label substitutions from retailers
• 32:08 - Reach versus frequency - why reach is non-negotiable and the diminishing returns of high frequency
• 35:35 - How accurate are these laws?
• 41:20 - Ads don’t work on me: what happens when brands go dark
• 50:40 - Building solid brands through distinctive assets
• 55:20 - What makes a great ad - the Old Spice case study
• 1:01 - The difference between creativity and branding
• 1:04:03 - Why Nike needs to reconnect the Name with the Swoosh
• 1:05:38 - Brand awareness and category entry points
• 1:08:44 - How to contact Nicole
• 1:10:00 - Post-Pod discussion with V and Marc

On this edition of the Sleeping Barber podcast, we welcome Jon Mowat, award-winning content creator and video strategy expert. Initially working as a director at the BBC, he now turns his expertise to helping businesses achieve their objectives through engaging and powerful video campaigns as managing director of Hurricane Media - one of the UK's leading video marketing agencies. 

Author of the book, Video Marketing, Create Engaging Video Campaigns to Drive Brand Growth and Sales, we spend time discussing the nuances of video marketing, some of the do's and don'ts and tea towels!

It's a great listen we hope you enjoy.

____________

Our Guest:

Follow Jon Mowat on LinkedIn: https://www.linkedin.com/in/jonmowat/

Hurricane Media: https://www.linkedin.com/company/hurricane-media/

Link to book: https://www.koganpage.com/product/video-marketing-9781398601147

20% off Promo code: sleepingbarber20

____________

The Sleeping Barber Podcast:

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

• 0:45 - Jon Mowat Bio
• 2:08 - A funny story from Iraq
• 4:01 - What makes video so unique
• 6:03 - Video across the sales funnel
• 8:17 - How video has changed
• 10:45 - How to use video across different touchpoints
• 13:46 - Video is more than just a TV commercial
• 16:09 - Where people watch video matters
• 19:44 - Video marketing planner
• 21:06 - Don’t waste your money: pre-plan your video shoot
• 25:08 - Less is more - Emotion, Fact and Action helps brand videos Airbus example https://youtu.be/Bw66ZJR2-8w
• 28:44 - Which emotion is important for your brand?
• 31:49 - Why emotion is important in B2B
• 33:14 - Why does video work
• 37:48 - How to prioritize the goals of video
• 42:48 - Why video costs more than email
• 45:47 - How to test a video
• 48:44 - Death by committee: how to protect ideas for your video
• 52:00 - Do you build videos for the channels, the idea or the audience?
• 55:40 - Do your objectives match your video’s performance metrics?
• 59:30 - More about Jon discount code: SleepingBarber20
• 1:01:01 - Post pod with V and Marc

The Sleeping Barber podcast welcomes Graham Staplehurst, Director of Thought Leadership at BrandZ Kantar, and Jorge Alagon, Global Head of Data Science Innovations at Kantar. On this episode, we discuss the 2022 Global Brandz Report and decouple the 'Meaningful Difference Framework.' We also discuss what it means for brands to be salient, meaningful, and different, as well as how they can use the framework to create value. It is a fantastic conversation that we're confident you will enjoy.

____________

Our Guests:

Follow Graham Staplehurst on LinkedIn: https://www.linkedin.com/in/gstaplehurst/

Follow Jorge Alagon on LinkedIn: https://www.linkedin.com/in/jalagon/ 

The 2022 Global BrandZ Report: https://www.kantar.com/campaigns/brandz/global

The Meaningful Difference Framework: https://kantaraustralia.com/kantar-millward-browns-meaningfully-different-framework-receives-marketing-accountability-standards-board-accreditation/

____________

The Sleeping Barber Podcast:

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

• 0:43 - Introduction to Graham Staplehurst and Jorge Alagon
• 2:34 - The Brandz Model and tracking the value of brands
• 4:27 - What is the vision of Brandz?
• 6:50 - How are brands valued?
• 9:20 - What makes Kantar's database valuable?
• 13:20 - What is the meaningful difference framework?
• 20:00 - What other attributes were considered for the meaningful difference framework?
• 25:20 - Understanding salience
• 28:42 - How does emotion stand as an attribute within the meaningful difference framework?
• 35:00 - Are brands really important? What does neuroscience say?
• 37:00 - How do brands create value?
• 39:30 - What are the important attributes marketers should be applying?
• 47:40 - How do you weigh the meaningful difference attributes against one another?
• 50:40 - How is 'difference' defined in the meaningful difference framework?
• 56:00 - The attributes help nudge consumers
• 56:45 - How actionable are the three core attributes?
• 01:00 - How to think about being meaningful as a brand
• 01:01 - Are there nuances between B2B and B2B industries?
• 01:09 - Post pod discussion 

In this episode of the Sleeping Barber, we welcome to the show Ty Heath, Director, Market Engagement at the B2B Institute at LinkedIn, where we discuss the contrarian matrix, the future cash flow model, the importance of content and emotion in B2B marketing and so much more.  

While the focus of the discussion revolves around B2B, Ty shares a lot of great information that can apply to B2C as well.

Enjoy the episode!

____________

Our Guest:

Follow Ty on LinkedIn: https://www.linkedin.com/in/tyronaheath/.

Research from the LinkedIn B2B institute: https://business.linkedin.com/marketing-solutions/b2b-institute

Get more information on Ty Heath: https://tyronaheath.com/.

____________

The Sleeping Barber Podcast:

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

• 0:41 - Introduction to Ty Heath
• 1:48 - A little on the LinkedIn B2B institute
• 4:32 - The contrarian matrix and the value to businesses
• 6:35 - How to succeed in B2B marketing
• 9:00 - What are the blind spots for marketers?
• 11:43 - What is performance marketing?
• 12:40 - Does the orientation of a company change how it performs? Marketing vs. Sales.
• 16:16 - Orienting a team around the consumer decision journey.
• 17:14 - Where does brand live in a B2B organization?
• 22:45 - Marketing and Sales teams, how do they play nice?
• 26:20 - Creating shared outcomes, why is it so difficult for organizations?
• 28:42 - The Finance department and how marketers can make a greater impact.
• 31:43 - Storytelling internally.
• 33:35 - Future cashflow model.
• 38:40 - The importance of content and emotion in B2B marketing.
• 44:28 - What marketing trends should marketers lean into?
• 46:49 - Post Pod discussion

We welcome to the show Dan White, author of two books, 'The Smart Marketing Book' and 'The Soft Skills Book.' We discuss our careers and how we've adapted throughout the years while also covering the importance of soft skills that can make you a successful marketer. We finish off our conversation by bestowing advice to our younger selves.

We hope you enjoy this episode!

____________

Our guest:

Follow Dan White on LinkedIn:
https://www.linkedin.com/in/danwhite1000/

Get your copy of The Soft Skills Book:
https://www.amazon.ca/gp/product/1911671545/ 

You can get more information on Dan's work below:
https://smartmarketing.me

____________

The Sleeping Barber Podcast:

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/

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Timestamps 

• 0:45 - Introductions
• 03:45 - How did this idea come about.
• 05:11 - How did we get to where we are today.
• 12:50 - How to choose your career. 
• 15:30 - Have you ever made a decision based on money?
• 21:24 - What are the soft skills that have helped you the most?
• 32:43 - The principles of good visual design
• 35:00 - The sales funnel
• 39:25 - What information should marketers spend time becoming more familiar with?
• 57:00 - Learning and development, how much is this on you or the company's responsibility?
• 1:04:30 - What has been your motivator to seek more?
• 1:08:40 - One piece of advice to your younger self.

Episode 6 is here and it's a special one for us. In this episode of the Sleeping Barber Podcast, we welcome back Roger Martin and discuss his latest book 'A New Way to Think.' We cover many topics like cumulative advantage, understanding human behavior, while discussing frameworks that can help build organizations that thrive. We are really excited about this episode, and we think you will really enjoy this one!

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Follow Roger Martin on LinkedIn:
https://www.linkedin.com/in/roger-martin-9916911a9/

Get your copy of A New Way to Think here:
https://www.amazon.ca/New-Way-Think-Management-Effectiveness/dp/164782351X/

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 

• 0:42 - Quick Introduction to “A New Way to Think” 
• 3:15 - Introduction to Roger 
• 6:00 - Are we thinking about customers the right way? 
• 10:02 - Learning to ask the right questions that inform strategy. 
• 15:17 - Understanding Cumulative Advantage 
• 22:00 - Making decisions based on loyalty vs. habit. The role of the subconscious. 
• 28:37 - Understanding human behaviour in marketing 
• 32:47 - Strategy - Planning - Execution vs. strategic planning. 
• 38:47 - Strategic planning. How often? 
• 41:05 - What counts isn't what's true. It’s what would have to be true. 
• 46:00 - How to de-risk your campaigns 
• 50:14 - Identifying problem statements vs. choice outcomes 
• 54:58 - Creating discipline by identifying “what has to be true.” 
• 59:35 - Knowledge work and decision factories 
• 1:07 - Post-Pod discussion with V and Marc

In this episode, we sit down with Chris Walker, CEO and founder of Refine Labs, to discuss the nuances of B2B marketing. The importance of lead and demand generation, vanity metrics and much more! Don't forget to stick around till the end when we discuss the key learnings from our conversation with Chris. Enjoy the show!

In this episode, we pull the curtain back on Kantar's work in defining brand equity and how to measure it. We sit down with Mary Kyrikidi, who holds the position of global thought leader at Kantar, to discuss the nuances of brand equity, the "brand power secret sauce," and are companies genuinely customer-centric? Make sure you stick around to the end, where we spend time discussing the key learnings.