In this post-pod, Marc Binkley and Vassilis Douros reflect on their conversation with David and their collective experiences at Cannes. They discuss the evolving landscape of marketing, the tension between data-driven strategies and the fast-paced media environment, and the importance of long-term campaigns. They explore the role of AI in marketing and the significance of creative strategies, while also highlighting the evolution of the Cannes festival into a global marketing ecosystem.

We hope you enjoy this show!

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

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

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

Chapters

00:00 - Post-Cannes Reflections

01:38 - The Tension Between Data and Media

04:52 - Long-Term Campaign Strategies

09:12 - Redefining Campaigns

10:33 - The Hum and the Beats of Marketing

12:21 - The Power of AI in Marketing

14:55 - The Evolution of Cannes Festival

In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising.

The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies.

We hope you enjoy the show!

Our Guest:

David Tiltman

Chief Content Officer, WARC; SVP Content, LIONS Intelligence

https://www.linkedin.com/in/david-tiltman-5a2a6614/

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

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

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

Episode Takeaways:

• Cannes Lions has evolved significantly since 2008, becoming a major global marketing event.
• The festival includes both a core event and a vibrant fringe, offering diverse experiences.
• Creativity must be linked to commercial effectiveness in today's marketing landscape.
• The rise of AI is reshaping how marketers approach creativity and effectiveness.
• Craftsmanship in marketing is essential and cannot be easily automated.
• The American marketing landscape is sophisticated but has its challenges.
• The Multiplier Effect highlights the importance of effective marketing strategies.
• Marketers need to communicate effectiveness in relatable terms to a broader audience.
• The tension between best practices and market trends is a significant challenge.
• Lions Intelligence aims to provide valuable insights and tools for marketers.

Chapters

00:00 - Introduction

00:58 - The Evolution of Cannes Festival

03:48 - Experiencing the Fringe and Spontaneity

05:55 - Making Effectiveness Entertaining

07:54 - Balancing Creativity and Effectiveness

09:45 - The Shift in Festival Programming

11:48 - The Multiplier Effect and Industry Response

14:24 - Emerging Trends and Frameworks

16:10 - The Evolving Landscape of Marketing Practices

18:40 - Navigating the Creator Economy and Brand Recognition

21:30 - The Craft of Marketing: Balancing Creativity and Consistency

22:46 - American Marketing: Insights and Challenges

27:34 - Introducing Lions Intelligence: A New Era in Marketing Research

In this episode of the Sleeping Barber Podcast, Marc and Vassilis delve into the importance of brand tracking and creative marketing in today's performance-driven landscape.

To help them dive into this topic, they host Connor Archbold and Matthew Herbert, co-founders and co-CEOs of Tracksuit.

Together they discuss the evolution of performance marketing, the impact of cookie deprecation on measurement, and the necessity of connecting brand and performance marketing.

The episode highlights the importance of education on marketing effectiveness principles and the shift toward long-term brand building in the industry and so much more.

This is an episode you do not want to miss!

Enjoy the show.

Our Guests

Connor Archbold, Co-Founder and Co-CEO, Tracksuit

https://www.linkedin.com/in/connor-archbold/

Matt Herbert, Co-Founder and Co-CEO, Tracksuit

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

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

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

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

Timestamps:

00:00 - Introduction to Brand Tracking and Creative Marketing

03:08 - The Evolution of Performance Marketing

06:02 - Founders' Journey: From Law to Brand Tracking

09:04 - The Impact of Cookie Deprecation on Measurement

12:07 - Connecting Brand and Performance Marketing

14:54 - The Role of Awareness in Brand Success

17:55 - The Importance of Creative in Marketing

20:59 - Building Brand Awareness as a Startup

24:09 - Navigating Investor Expectations in Marketing

26:52 - The Shift Towards Long-Term Brand Building

30:09 - Marketing Effectiveness Principles and Their Relevance

32:46 - The Future of Marketing: Creativity and Technology

36:09 - The Awareness Advantage: Insights from Reports

48:07 - The Importance of Brand Awareness

54:54 - Nike's Brand Strategy and Market Positioning

01:00:52 - The Role of Emotion in Advertising

01:06:04 - The Cost of Dull Advertising

01:16:04 - Aligning Brand Strategy with Investor Expectations

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

Summary

In this episode, Marc Binkley and Vassilis Douros discuss various topics, including brand purpose, insights from Google Marketing Live, the impact of AI on advertising, the decline of Hudson's Bay, and strategies for capturing consumer attention in a digital landscape. They also highlight a humorous advertising campaign featuring Jason Alexander.

Enjoy the show!

Follow our updates:

https://www.linkedin.com/company/sleeping-barber/

Our Hosts:

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

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

Timestamps:

00:00 - Introduction

03:03 - Is Brand Purpose Dead?

06:26 - Google I.O. and Marketing Innovations

11:34 - The Impact of AI on Advertising

14:49 - Balancing Automation and Control in Advertising

15:24 - The Fall of a Canadian Icon: Hudson's Bay

21:09 - Marketing Insights: Hacking the Attention Economy

25:46 - Creative Advertising: Jason Alexander's New Campaign

27:31 - Upcoming Episode: Measurement Series with Dale Harrison

Takeaways:

Brand purpose must be woven into the company's ethos.

Google Marketing Live introduced new AI tools for advertisers.

AI can optimize ad performance but requires careful management.

Hudson's Bay's decline reflects broader retail challenges.

Distinctive brand assets are crucial for effective advertising.

Attention spans for digital ads are alarmingly short.

Marketers must adapt to changing consumer behaviors.

Jason Alexander's campaign showcases effective brand storytelling.

Understanding the full funnel is essential for measurement.

Continuous testing and learning are vital in advertising.

In this 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

____________

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

____________

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!

____________

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/

____________

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/ 

____________

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/

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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/ 

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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

In this episode of the Sleeping Barber Podcast, our hosts Marc Binkley and Vassilis Douros engage in a thought-provoking conversation with Mitch Joel, a renowned entrepreneur and marketing expert.

They explore Mitch's diverse career journey, the evolution of marketing and agency relationships, and the impact of AI on the industry. The discussion emphasizes the importance of custodianship in brand management and the shift from speed to momentum in marketing strategies.

Mitch shares insights on the changing landscape of performance marketing and the necessity for marketers to take ownership of their roles in a rapidly evolving environment. This is an episode you dont want to miss!

Enjoy the show!

Our Guest

Mitch Joel

Entrepreneur, Investor, Speaker

Co-Founder of ThinkersOne - bite sized thought leadership from the best thinkers in the world

Former President of Twist Image Digital Marketing Agency that sold to WPP

Named to Thinkers50 Radar List

Author of Six Pixels of Separation & CTRL ALT Delete

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

https://www.mitchjoel.com/

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

https://www.sleepingbarber.ca

Get in touch with our hosts:

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

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

Timestamps:

00:00 - Introduction

01:25 - Mitch Joel's Career Journey

12:54 - The Evolution of Marketing and Agencies

17:09 - The Agency-Brand Relationship in the AI Era

26:20 - The Shift Towards In-House Marketing

33:09 - The One-to-X Marketing Model

38:11 - The Shift from Performance to Brand Storytelling

41:16 - The Role of Custodianship in Marketing

44:59 - Navigating Brand Evolution and Change

49:54 - Emotional Engagement in Marketing

54:39 - Speed vs. Momentum in Leading Change

01:00:31 - Personal Agency in the Age of AI

01:03:05 - Post-Pod with V & Marc

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/

____________

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!

____________

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 of the Barber's Brief, hosts add a little twisst.

Vassilis and Marc discuss their upcoming Cannes Lions Festival of Creativity attendance. They explore the significance of the festival, its structure, and the various components that make it a premier event in the marketing and creativity space.

The hosts share their excitement about networking opportunities, notable speakers, and key themes such as AI and the creator economy.

They also touch on new award categories and their plans for media coverage during the festival.

Enjoy the show!

Timestamps

00:00 - Introduction

02:56 - Exploring the Festival's Structure and Events

05:58 - Key Themes and Topics of Interest

08:56 - Insights on the Creator Economy and AI

12:01 - Notable Speakers and Jury Members

15:00 - Navigating the Festival Experience

17:54 - Conclusion and Future Plans

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.

In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros sit down with Pieter-Paul and Matt Davies from BetterBriefs to talk about one of marketing’s most overlooked tools: the creative brief.

From common pitfalls to practical fixes, they explore why so many briefs miss the mark — and what marketers and agencies can do to write ones that actually drive great work. Expect candid insights, real-world challenges, and a few strong opinions on what it takes to brief better.

Enjoy the show!

Our Guests:

Pieter-Paul von Weiler https://www.linkedin.com/in/pieterpaulvonweiler/

Matt Davies https://www.linkedin.com/in/matt-davies-a7570433/

Founders of Better Briefs

former creative agency strategists

Won a couple of Grand Effies and IPA Effectiveness Award

Now they help brands create better briefs that inspire more effective work

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/⁠

Chapters 

00:00 The Importance of Creative Briefs

07:11 Understanding the Briefing Process

13:59 Challenges in Brief Writing

20:48 The Role of Strategy in Briefs

28:12 Evaluating Ideas and Creativity

34:56 The Cost of Poor Briefs

43:47 The Power of Partnership in Marketing

48:24 The Importance of Training and Communication

52:01 Navigating the Briefing Process

55:07 The Human Element in Creative Work

58:43 Optimizing Creative Processes

01:01:12 The Role of AI in Marketing

01:05:10 Post Pod with V & Marc

Background Research & Links:

Better Breifs https://www.betterbriefs.com/the-betterideas-project

Welcome to another episode of The Barber’s Brief!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

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

Get in touch with our hosts:

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

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

Timestamps:

00:00 - Introduction

01:04 - Google Found Guilty of Illegal Ad Tech Monopoly

03:55 - Amount of Money Being Spent on Digital ad Spending for the Election

08:14 - ChatGPT Enhances User Experience with Shopping, WhatsApp Integration, and Improved Citations

12:12 - Video marketing spend up 20% last year as advertisers shift focus

18:18 - Marketing Moment - Should Meta Divest Instagram and WhatsApp?

23:12 - Ad of the week: Goodnights - Mission Dry

25:35 - Coming up next week.

In The News Links:

Google Found Guilty of Illegal Ad Tech Monopoly

Link: https://www.searchenginejournal.com/google-found-guilty-of-illegal-ad-tech-monopoly-in-court-ruling/544795/

Historic Amount of Money Being Spent on Digital ad Spending for the Election

Link: https://www.ctvnews.ca/kitchener/article/historic-amount-of-money-being-spent-on-digital-ad-spending-for-election-says-kitchener-ont-firm/

ChatGPT Enhances User Experience with Shopping, WhatsApp Integration, and Improved Citations

Link: https://www.searchenginejournal.com/chatgpt-adds-shopping-whatsapp-search-improved-citations/545525/

Video marketing spend up 20% last year as advertisers shift focus

Link: https://www.marketingweek.com/video-marketing-spend-advertisers-shift-focus/

The Marketing Moment:

Should Meta Divest Instagram and WhatsApp?

Author: Prof. dr. Koen Pauwels

Link: https://www.linkedin.com/pulse/should-meta-divest-instagram-whatsapp-prof-dr-koen-pauwels-kj07e/

Ad Of The Week:

Goodnights - Mission Dry

https://youtu.be/ucPDfeLmJEY?si=_HrJrW2Nzfh3JgGP

In this episode of The Sleeping Barber, Charlotte Blank, US CMO of Jaguar Land Rover, shares how the brand balances heritage with modern luxury. She explores the power of creative advertising, the role of psychological research in understanding consumers, and how marketing science supports strategic decisions. The conversation also dives into the Jaguar rebrand, the success of the Range Rover Sport campaign with Theo James, and the need for evidence-based, data-driven marketing to justify spend and deliver a seamless customer experience.

Enjoy the show!

Our Guest

Charlotte Blank

US CMO at Jaguar Land Rover North America

Member Board of Trustees, Advertising Research Foundation (ARF)

Advisory Board Member, Penn Master of Behavioural and Decision Sciences

Harvard, MBA

https://www.linkedin.com/in/charlotte-blank/

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

Get in touch with our hosts:

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

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

Timestamps

00:00 Introduction to Jaguar Land Rover's Marketing Strategy

02:58 Balancing Heritage and Modern Luxury

06:08 The Role of Marketing Science in Decision Making

08:58 Charlotte Blank's Unique Career Path

12:06 Behavioural Science and Marketing Insights

14:53 Understanding Consumer Behaviour Through Psychological Research

17:59 The Impact of Creative Effectiveness on Brand Growth

21:10 The Range Rover Sport Campaign with Theo James

23:55 Adapting Marketing Strategies for Different Markets

26:58 Evidence-Based Marketing and Its Impact on Performance

34:36 The Importance of Creative Advertising

36:11 The Jaguar Rebrand: A Bold Move

42:11 Understanding Consumer Psychology

48:01 Marketing Challenges and Solutions

51:25 Final Thoughts and Insights

Background Research & Links:

TEDx - Lead like a Scientist https://www.ted.com/talks/charlotte_blank_lead_like_a_scientist_experiments_are_key_to_unleashing_potential?

Sell Luxury without a product https://www.cmswire.com/digital-marketing/cmos-can-you-sell-luxury-without-a-product-jaguars-doing-it/

Copy Nothing https://www.youtube.com/watch?v=rLtFIrqhfng&t=1s

Range Rover - Theo James https://www.youtube.com/watch?v=kwma55CDO9U

Best Q3 Ever https://www.automotiveworld.com/news-releases/jlr-delivers-robust-q3-financial-performance-with-best-q3-revenue-on-record/

Pause Exports to US https://www.reuters.com/business/autos-transportation/uks-jaguar-land-rover-pause-shipments-us-over-tariffs-times-says-2025-04-05/

Welcome to another episode of The Barber’s Brief!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

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

Get in touch with our hosts:

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

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

Timestamps:

00:00 - Introduction

01:28- Consumer Behaviour Insights from Amazon

04:33 - Digital Marketing and Incrementality Challenges

08:36 - NBA Viewership and Streaming Trends

12:56 - Liquid Death's Strategic Market Exit

17:16 - Peloton's Business Model Evolution

22:26 - Puma's Bold Campaign Launch

24:27 - Upcoming Episode Preview with Jaguar Land Rover CMO

In this episode of The Sleeping Barber Podcast, hosts Mark Binkley and Vasilis Douros are joined once again by Mary Kirikiri, global thought leader at Kantar. They explore insights from Mary’s CMO series, diving into future power, meaningful difference, and pricing strategy. The conversation covers how brand equity drives growth, the link between pricing power and perceived value, and why evidence-based marketing is essential for long-term success. From brand salience to pricing elasticity, this episode unpacks the tools marketers need to influence both consumers and the boardroom.

Our Guest:

Mary Kyriakidi

Global Thought Leader @ Kantar

https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/

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

Get in touch with our hosts:

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

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

Timestamps

00:00 Introduction to the Podcast and Guest

01:40 Inspiration Behind the CMO Series

04:24 Mary's Journey to Global Thought Leader

05:26 Kantar's Research Focus and Paradigm Shift

09:36 Understanding Future Power and Meaningful Difference

12:01 The Drivers of Future Power

15:00 Mental vs. Physical Availability in Branding

18:01 Accelerators for Growth in Branding

22:04 Finding New Space for Brands

24:20 The Link Between Pricing and Brand Strength

24:50 Understanding Pricing Power and Elasticity

27:40 The Importance of Brand Positioning

29:02 Willingness to Pay and Perceived Differences

32:12 Aligning Brand Value with Pricing Strategy

35:01 Influencing Budget Decisions in Marketing

39:11 The Role of Brand Trackers in Marketing Strategy

Background Research & Links:

Blueprint for Brand Growth: https://www.kantar.com/campaigns/blueprint-for-brand-growth?

Some links to the diary are below:

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-what-is-the-blueprint-for-brand-growth

https://www.kantar.com/inspiration/brands/how-can-you-approach-the-cfo-to-argue-for-greater-investment-in-your-brand

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-i-am-a-small-brand-with-big-dreams-how-can-i-grow-faster

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-is-your-categorys-ceiling-coming-down-on-you

https://www.kantar.com/inspiration/brands/Diary-of-a-CMO-How-can-I-protect-my-brand-against-copycats

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-the-secret-recipe-to-combat-private-label

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-marketings-contribution-to-profit

https://www.kantar.com/north-america/expertise/brand-growth/brand-tracking

Welcome to another episode of The Barber’s Brief!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

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

Get in touch with our hosts:

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

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

Timestamps:

00:00 - Introduction

01:04 - Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data Practice

03:55 - VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion Industry

08:14 - The Next Wave of Search: AI Mode, Deep Research, and Beyond

18:18 - Marketing Moment - Fragment Forward: Five Key Trends Shaping 2025

23:12 - Ad of the week: Fiverr - Nobody Cares a 1:20 Musical 

25:35 - Coming up next week.

In The News Links:

Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data Practice

Link: https://lbbonline.com/news/transparency-compliancy-and-adaptability-the-three-pillars-of-a-strong-data-practice 

VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion Industry

Link:https://www.forbes.com/sites/josipamajic/2025/03/24/vcs-wake-up-to-vibe-marketing-ai-reshaping-the-250-billion-industry/aos/

The Next Wave of Search: AI Mode, Deep Research, and Beyond

Link: https://searchengineland.com/search-ai-mode-deep-research-453744

CEO Study on Marketing & the CMO

https://www.forbes.com/sites/rogerdooley/2025/03/24/new-cmo-study-ceo-trust-rises-but-strategic-influence-drops/

The Marketing Moment:

Epitaph Group Unveils Thought-Provoking Stunt to Drive Change Within the Media Industry

Link: https://lbbonline.com/news/epitaph-group-unveils-thought-provoking-stunt-to-drive-change-within-the-media-industry

Ad Of The Week:

Oatly Creamers presents Fancy Parking Lot Coffee.

https://www.youtube.com/watch?v=HirRb7gD8ys&t=2s

In this episode of Barber's Brief, Vassilis Douros is riding solo discussing various marketing trends and insights, including the economic implications of the Calgary Stampede, shifts in Google Ads following AI integration, the impact of viral content on brand growth, MasterCard's pivot to experiential marketing, effective retargeting strategies, and Stella Artois' creative campaign for Wimbledon.

Each topic highlights the evolving landscape of marketing and the importance of adapting strategies to meet consumer needs and behaviors.

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

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

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

Takeaways

The Calgary Stampede serves as an unofficial economic indicator.

Attendance at the Stampede is on pace to break records.

Google Ads are seeing a decline in click-through rates post-AI integration.

Longer queries are becoming more common in search behavior.

Viral content does not always correlate with brand growth.

Experiential marketing is becoming more important than traditional ads.

Generic ads can outperform personalized retargeting ads in certain contexts.

Timing is crucial for effective retargeting strategies.

Stella Artois' Wimbledon campaign creatively aligns with cultural events.

Emotional connections in marketing are essential for brand differentiation.

Chapters

00:00 - Introduction

00:57 - Calgary Stampede: Economic Indicator

03:14 - Shifts in Google Ads Post-AI

06:33 - The Long and Short of Advertising

07:58 - MasterCard's Experiential Marketing Shift

11:10 - Retargeting: When Does It Work?

17:36 - Stella Artois: Wimbledon Campaign Highlights

Links:

Calgary Stampede: What the 'Greatest Outdoor Show on Earth' says about the economy - https://www.cbc.ca/news/canada/calgary/bakx-calgary-stampede-2025-1.7577533

Google Ads data shows query length shift post-AI Mode - https://searchengineland.com/google-ads-data-shows-query-length-shift-post-ai-mode-458162

Post from Andrew Tindal about the Long & Short (form) of it - https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7346158065483718657-bp2y

Advertising is not working the way it used to’: Why Mastercard has pivoted to an experiential future - https://www.marketingweek.com/advertising-not-working-mastercard-experiential/

Marketing Moment:

When does Retargeting Work?

https://ide.mit.edu/wp-content/uploads/2016/04/2011.12_Lambrecht_Tucker_When-Does-Retargeting-Work_311.pdf?x88505

Dressed in White for Wimbledon - https://www.famouscampaigns.com/2025/07/stella-artois-serves-up-limited-edition-white-can-for-wimbledon

From Performance Marketing To Experience Marketing

https://www.linkedin.com/pulse/from-performance-marketing-experience-engineering-consumer-douros-hasdc

In our latest episode of The Sleeping Barber Podcast, we welcome Jeremy Miller, President of Sticky Branding.

Jeremey breaks down revenue gaps and shows how businesses can turn them into opportunities for growth. He introduces the slingshot strategy for rapid acceleration in uncertain times, emphasizing market validation and customer needs.

We also discuss the Play to Win framework, the dangers of rebranding without a strong foundation, and why real marketing goes beyond advertising.

If you’re looking for actionable insights on branding, strategy, and sustainable growth, this one’s for you!

Our Guest

President of Sticky Branding - Brand Consulting Firm with offices in Toronto, Rochester & Cape Town

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

≠Author of Sticky Branding https://www.amazon.com/dp/1989025889/ref=tsm_1_fb_lk

And Brand New Name https://www.amazon.com/dp/1989025609/ref=tsm_1_fb_lk

Follow our Updates

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

Get in touch with our hosts:

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

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

Timestamps

00:00 - Introduction to Revenue Gaps

03:10 - Understanding Revenue Gaps

06:10 - The Slingshot Strategy Explained

08:51 - Market Validation and Sales Sprints

12:03 - Adapting Products and Services

14:53 - The Role of Marketing in Revenue Gaps

18:02 - Building Capabilities for Growth

21:09 - Case Studies: Success Stories

24:09 - Challenges in Market Pivoting

26:53 - The Importance of Customer Intimacy

29:52 - Conclusion and Key Takeaways

42:56 - Understanding the 3% Rule in Marketing

45:11 - The Importance of Brand Relationships

46:24 - Navigating Market Competition and White Space

48:39 - The Role of Brand Accelerators

49:31 - Rebranding: Risks and Strategies

52:47 - Creating Competitive Advantages through Branding

56:46 - The Evolution of Brand Strategy

01:01 - Post pod with Marc and V

Welcome to another episode of The Barber’s Brief!

Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

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

Get in touch with our hosts:

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

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

Timestamps:

00:00 - Introduction

01:07 - Pepsi buys Poppi Prebiotic soda for $1.95B

03:15 - The Death of Attention Economy

11:10 - Appealing to Canadian Pride in Ads is a Delicate Dance

13:50 - The Future of Retail Media Networks

16:40 - Marketing Moment - IPA on Making Effectiveness Work

22:50 - Ad of the week: Lewis Hamilton recreates Ferrari scene from Ferris Bueller’s Day Off

 25:03 - Coming up next week.

In The News Links:

Pepsi buys Poppi Prebiotic soda for $1.95B

https://www.cbc.ca/news/business/pepsico-poppi-prebiotic-soda-deal-1.7485690

The Death of the Attention Economy

https://www.linkedin.com/posts/rabbott3_the-biggest-lie-in-marketing-that-brand-activity-7306409193912115200-4NdS/?utm_medium=ios_app&rcm=ACoAAARF80ABNFBSYHcGw43pb1pcTsFzZIHvvIY

Tariff’s Impact: Globe & Mail A soup company’s discovery: appealing to Canadian pride in ads is a delicate dance https://apple.news/ATRyWE3a8REeETF05ELGGDg

The Future of Retail Media Networks

https://www.marketingdive.com/news/the-future-retail-media-networks-heres-what-the-numbers-say/742455/

The Marketing Moment:

Free Report from IPA on Making Effectiveness Work - October 2024 - https://ipa.co.uk/knowledge/publications-reports/making-effectiveness-work

Ad of the week

Lewis Hamilton recreates Ferrari scene from Ferris Bueller’s Day Off

https://www.youtube.com/watch?v=Ra9J0TES0DA&t=6s 

In the spot to mark his highly-publicized move from Mercedes to Ferrari, the driver adopts the character of the garage employee who takes Bueller’s Ferrari for a joyride through the streets of Chicago.

The spot features Hamilton's favourite Ferrari 250 GT California Spyder car.