SBP 088: The Barber's Brief - September 12, 2024

Welcome to another episode of The Barber’s Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.

Enjoy the show!

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

Get in touch with our hosts:

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

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

Timestamps

0:00 - Introduction

1:56 - Efficiency Delusion

4:54 - iOS 18 What Does It Mean For Marketers

12:30 - Brand Has Never Been More Important For B2B

17:14 - Google Lose Appeal in EU

19:56 - The Marketing Moment - Dr. Pepper

Links:

Story #1

Title: The Efficiency Delusion

Source: Paul Worthington blog OffKilter

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

Story #2a

Title: iOS 18: What do the new AI features mean for Email Marketing?

Source: DeployTeq

Link: https://deployteq.com/ios-18-what-do-the-new-ai-features-mean-for-email-marketing/

Story #2b

Title: iOS 18: Apple Visual Intelligence – search using your iPhone camera

Source: Search Engine Land

Link: https://searchengineland.com/apple-visual-intelligence-search-using-your-iphone-camera-446419

Story #3

Title: Brand Has ‘Never Been More Important in B2B Marketing’, research reveals

Source: Marketing Week

Link: https://www.marketingweek.com/brand-more-important-b2b/

Story #4

Title: Nike: Google loses appeal against EU’s $2.7B Shopping antitrust case, as bloc also wins $15B Apple state aid appeal

Source: Masimo Guanaco on LinkedIn

Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf

Marketing Moment: Dr. Pepper Just Took over Pepsi: Could Coca-Cola be Next?

Source: Andrew Tindall in The Drum

Link: https://www.thedrum.com/opinion/2024/09/02/dr-pepper-just-overtook-pepsi-could-coca-cola-be-next

The Background: Coke, Pepsi, and Dr. Pepper once dominated the U.S. soda market, but by the end of 2023, Pepsi and Dr. Pepper were tied with an 8.3% market share. Dr. Pepper's success is due to both its own strategy and Pepsi's failures.

Case #1 - Branding & Rebranding: While Coca-Cola maintained a consistent brand identity, Pepsi underwent multiple major redesigns. Dr. Pepper, launched in 1885, kept its unique positioning, benefiting from a distinct brand and flavor profile. The brand leveraged its unique classification as a "Pepper Soda" to expand its distribution network.

The Cola Wars: Pepsi focused on taste tests and high-profile campaigns, including controversial ads, while the overall market saw a shift towards bottled water and diverse flavors. Pepsi emphasized zero sugar and snacks.

Dr. Pepper’s Strategy: Unlike its competitors, Dr. Pepper avoided the "Cola Wars" and focused on its distinctiveness, committing to an eSOV (excess share of voice) strategy and consistently improving ad quality. As Gen Z becomes the key demographic, Dr. Pepper continues to focus on its 139-year-old positioning as a unique blend of 23 flavors while adapting its creative approach to resonate with younger consumers.

We Play Different - The North Face

Link: https://www.youtube.com/watch?v=-7qHeUak1RU&list=TLGGQEylHYKkXDwxMDA5MjAyNA&t=18s

Agency: B-Reel

The North Face aimed to reconnect with its core audience across fashion and outdoor sports while appealing to a younger demographic unfamiliar with its heritage.

Campaign narrative and execution

The campaign, "We Always Have Your Back," utilizes storytelling and visual spectacle to bridge The North Face's legacy in extreme outdoor exploration with its contemporary status as a streetwear icon. Narrated by Alex Honnold, the campaign emphasizes unity and support in adventure.