The Sleeping Barber - A Business and Marketing Podcast

Welcome to another episode of The Barber’s Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Links: Title: The Big Dilemma in Advertising Source: Tom Goodwin Link: https://www.linkedin.com/posts/tomfgoodwin_this-is-the-big-dilemma-in-advertising-activity-7248050327734611968-jbDM Title: IAS To Sell Attention Data to Publishers Source: Marketing Brew Link: https://www.marketingbrew.com/stories/2024/10/03/ias-to-sell-attention-data-to-publishers Pareto’s Law: How Its Legacy Has Misled Marketers from Focusing on the Most Significant Consumers Source: Andreas Wallin https://www.linkedin.com/pulse/paretos-law-how-its-legacy-has-misled-marketers-from-focusing-wallin-vrruf Privacy laws raise questions for advertisers: Here’s what the numbers say Source: Marketing Dive Link: https://www.marketingdive.com/news/privacy-laws-raising-questions-advertisers-numbers-data-protection/728072/ Timestamps: 00:00 introduction 01:40 The Big Dilemma in Advertising 04:07 IAS To Sell Attention Data to Publishers 06:56 Pareto’s Law: How Its Legacy Has Misled Marketers from Focusing on the Most Significant Consumers 10:15 Privacy laws raise questions for advertisers: Here’s what the numbers say 15:05 McCain by Adam & Eve/DDB: When the chips are down, margins matter. How a focus on long-term emotional brand building reduced price elasticity and increased profits for McCain 22:22 Ad of the Week

Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Adam Morgan. Adam is a pioneer in business and marketing, best known for his book "Eat Big Fish," which has inspired countless brands to adopt a challenger mindset. He’s also authored "The Pirate Inside" and "Overthrow" and hosts the podcast "Let's Make Things More Interesting." In this episode, Adam discusses his latest research with System1 and Peter Field on "The Cost of Dull," exploring the financial impact of uninspired advertising. Guest Bio:  Adam Morgan Partner, eatbigfish: Brand and Marketing Consultant On LinkedIn Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:54 - About Adam 3:23 - Defining Dull 4:28 - The data sources of Dull 6:16 - Mediocrity inspired this research 10:01 - 4 the horseman of the dull-ocolypse  14:10 - Do dull ads influence consumer perceptions 17:33 - Optimizing to the average 18:27 - Sponsor - Quatical: Fractional Marketing Leadership 20:46 - The Smarter we get, the duller we get 22:07 - The financial impact of Dull 24:49 - Is average ad creative actually responsible? 27:34  - What makes impactful communication 30:15  - Emotion is more than tears 34:05 - Insurance industry has raised the B2B bar of creativity 36:19 - The % of B2B ads that are dull 41:07 - Attention & reach are different 43:03 - Dull inputs lead to dull outputs 44:10 - What is Risk and what is responsible 48:21 - Using AI in ad creative  52:52 - More about Adam 54:04 - Post Pod with V & Marc Literature: Risk & Responsibility: A lesson in creative responsibility The Cost of Dull with Peter Field — The Challenger Project | The Home of Challenger Brands Let's Make Your Brand More Interesting | Inc.com The £10m cost of dull advertising | WARC | The Feed

Welcome to another episode of The Barber’s Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Introduction 01:15 - Nike’s Market Strategy and Challenges 05:31 - Amazon’s Return to Office Mandate 09:52 - Swedish Advertising Insights 13:45 - The Evolution of KPIs in Marketing 25:38 - Ad of the week Links: Title: Did Nike Lose it’s Cool or it’s place? Prof. Koen Pauwels Source: Prof. Koen Pauwels Link: https://www.linkedin.com/pulse/did-nike-lose-its-cool-place-prof-dr-koen-pauwels-0cmqe/?trackingId=8MbCHRTATd%2Bm4DNRnHllsA%3D%3D Amazon Says No To Remote Work - Mandates full 5-day return to office Source: Techcrunch Link: https://techcrunch.com/2024/09/16/amazon-mandates-full-five-day-return-to-office/ Link#2: https://finance.yahoo.com/news/amazon-employees-blast-andy-jassy-113949840.html Title: Effective Communication 2024 report by Sveriges Annonsorer & NoA Consulting Source: Sveriges Annonsorer Link: https://www.sverigesannonsorer.se/kunskap/rapporter/effective-communication-2024 Title: Is the KPI still a good indicator of performance? Johnny Corbet Source: Marketing Week Link: https://www.marketingweek.com/kpi-good-indicator-performance/ The Marketing Moment: How KFC Integrated Creative Quality into Their Marketing Effectiveness Assessments Link: https://www.kantar.com/inspiration/advertising-media/how-kfc-integrated-creative-quality-into-their-marketing-effectiveness-assessments Ad of the Week MIRO - collaboration and project management software https://youtu.be/shy3tqvHb4g?si=QyNchqm5jw2e4GDo The Back Story - the production team used Miro to produce the commercial for Miro https://go2.miro.com/how-we-launched-a-national-ad-campaign-with-Miro.html

Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman. James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success. Enjoy the show! Our Guest: James Hurman - https://www.linkedin.com/in/jameshurman/ Founder Previously Unavailable - Innovation StudioFounder & Programme Director of the Masters of Advertising Effectiveness course with WARCCo-founder of Tracksuit - a SaaS brand health tracking systemCo-author with Peter Field on the Cannes Lions / WARC publication called Creative Effectiveness Ladder Author of a new book for startups called Future Demand and The Case for Creativity Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps: 0:00 - Episode Introduction 3:28 –the trouble with CAC & the startup playbook 6:39 – why future demand (brand building) is important for startups 10:15 – is demand generation possible 15:04 – Why CAC gets worse without brand awareness 17:30 – Split budgets between brand and performance marketing 19:00 – James’ journey into effectiveness 24:14 – What is effectiveness? 26:35 – The Creative Effectiveness ladder 32:35 – Do ads wear out or wear in? 37:10 – The customer need behind Tracksuit’s brand health tracking SaaS 41:10 – Lessons for early-stage startups 44:53 – The power of industry expertise inside a startup 47:58 – Building Effectiveness knowledge inside companies 51:15 – Much of what marketers are taught is wrong 53:30 – Marketing evidence needs to wear in 54:15 – how to learn more about James 55:09 - Post Pod with V and Marc Background Research & Literature: James on LinkedIn https://www.linkedin.com/in/jameshurman/ Tracksuit https://www.gotracksuit.com/us Previously Unavailable https://www.previously.co/ Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand

Welcome to another episode of The Barber’s Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Introduction 1:56 - Efficiency Delusion 4:54 - iOS 18 What Does It Mean For Marketers 12:30 - Brand Has Never Been More Important For B2B 17:14 - Google Lose Appeal in EU 19:56 - The Marketing Moment - Dr. Pepper Links: Story #1 Title: The Efficiency Delusion Source: Paul Worthington blog OffKilter Link: https://www.invencion.com/off-kilter Story #2a Title: iOS 18: What do the new AI features mean for Email Marketing? Source: DeployTeq Link: https://deployteq.com/ios-18-what-do-the-new-ai-features-mean-for-email-marketing/ Story #2b Title: iOS 18: Apple Visual Intelligence – search using your iPhone camera Source: Search Engine Land Link: https://searchengineland.com/apple-visual-intelligence-search-using-your-iphone-camera-446419 Story #3 Title: Brand Has ‘Never Been More Important in B2B Marketing’, research reveals Source: Marketing Week Link: https://www.marketingweek.com/brand-more-important-b2b/ Story #4 Title: Nike: Google loses appeal against EU’s $2.7B Shopping antitrust case, as bloc also wins $15B Apple state aid appeal Source: Masimo Guanaco on LinkedIn Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf Marketing Moment: Dr. Pepper Just Took over Pepsi: Could Coca-Cola be Next? Source: Andrew Tindall in The Drum Link: https://www.thedrum.com/opinion/2024/09/02/dr-pepper-just-overtook-pepsi-could-coca-cola-be-next The Background: Coke, Pepsi, and Dr. Pepper once dominated the U.S. soda market, but by the end of 2023, Pepsi and Dr. Pepper were tied with an 8.3% market share. Dr. Pepper's success is due to both its own strategy and Pepsi's failures. Case #1 - Branding & Rebranding: While Coca-Cola maintained a consistent brand identity, Pepsi underwent multiple major redesigns. Dr. Pepper, launched in 1885, kept its unique positioning, benefiting from a distinct brand and flavor profile. The brand leveraged its unique classification as a "Pepper Soda" to expand its distribution network. The Cola Wars: Pepsi focused on taste tests and high-profile campaigns, including controversial ads, while the overall market saw a shift towards bottled water and diverse flavors. Pepsi emphasized zero sugar and snacks. Dr. Pepper’s Strategy: Unlike its competitors, Dr. Pepper avoided the "Cola Wars" and focused on its distinctiveness, committing to an eSOV (excess share of voice) strategy and consistently improving ad quality. As Gen Z becomes the key demographic, Dr. Pepper continues to focus on its 139-year-old positioning as a unique blend of 23 flavors while adapting its creative approach to resonate with younger consumers. We Play Different - The North Face Link: https://www.youtube.com/watch?v=-7qHeUak1RU&list=TLGGQEylHYKkXDwxMDA5MjAyNA&t=18s Agency: B-Reel The North Face aimed to reconnect with its core audience across fashion and outdoor sports while appealing to a younger demographic unfamiliar with its heritage. Campaign narrative and execution The campaign, "We Always Have Your Back," utilizes storytelling and visual spectacle to bridge The North Face's legacy in extreme outdoor exploration with its contemporary status as a streetwear icon. Narrated by Alex Honnold, the campaign emphasizes unity and support in adventure.

In our latest podcast episode of the Sleeping Barber Podcast, we had the pleasure of speaking with Prof. Dan Ariely, a renowned behavioural economist and the James B. Duke Professor of Behavioural Economics at Duke University. Dan is also the co-founder of several companies, including BeWorks, and the author of eight books, his latest being "MisbeLIEf." This episode dives deep into the fascinating world of behavioural economics, focusing on how misinformation and stress can significantly impact decision-making in both personal and business environments. We hope you enjoy this episode as much as we enjoyed recording it! Our Guest: Prof. Dan Ariely - https://www.linkedin.com/in/danariely/ James B Duke Professor of Behavioural Economics at Duke University Co-founder of multiple companies including BEWorks - the world’s leading behavioral change firmAuthor of 8 books, including Predictably Irrational and the most recent MisbeLIEfTEDTalk Speaker Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:52 - Intro to Dan 3:36 - Behavioural Economics of Choice: The Economist Subscription 7:21 - The human brain is like a swiss army knife 9:30 - The inspiration of MisbeLIEf - COVID & death threats 12:59 - All of us have the potential to become misbelievers 15:15 - Mistrust in businesses & business leaders 16:30 - Stress affects our ability to trust 18:58 - Psychological resilience is affected by social connections 21:06 - Social isolation for employees hired during COVID 21:44 - Treating employees well can improve stock market returns 25:15 - ETF to track holdings based on how employees feel about where they work 25:44 - The trouble with counting the % of women in senior positions 30:38 - Two types of stress, one is harmful 32:33 - Seeing patterns where there are none 34:56 - The 2 components of misbelief 37:10 - Brands & influencers 39:47 - Improving trust on social networks 42:53 - We need to get better at consuming information 44:35 - People come to marketers too late 46:38 - Removing confirmation bias by changing the way we search 47:44 - Flush toilets and learning to understand 51:16 - Rather than argue the facts, accept ambiguity 53:50 - How to change people’s minds 55:05 - Why ostracism is so destructive 56:30 - Learn more about Dan 59:05 - Post-Pod Discussion with Marc and V Background Research & Literature: Dan’s Website https://danariely.com/  Links to all his papers, videos etc.  https://danariely.com/resources/#v-thoughts-of-the-week Links to his books https://danariely.com/books/  Center of Advanced Hindsight https://advanced-hindsight.com/ Irrational Capital ETF https://finance.yahoo.com/news/irrational-capitals-hapi-outperforming-p-120000068.html Center for Advanced Bureaucracy  https://centerforbureaucracy.com/  The Life We Should Live https://www.thelifeweshouldlive.com/

Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week. Enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Introduction 2:38 - Update to Google’s Pmax Reporting 5:37 - Using the Playting to Win Framework for Competitor Analysis 9:37 - Google Cancels The Cookie Deprivation 12:55 - The Power of Aunthicity 19:02 - The Marketing Moment - The Dollar Shave Club 26:25 - Ad of The Week 30:04 - Coming Up Next Week, Dan Ariely Links: Story #1 Title: Google adds new PMax reporting, generative AI tools Source: Search Engine Land Link: https://searchengineland.com/build-modern-digital-marketing-plan-444367 Story #2 Title: The Best Strategy Icebreaker Source: Roger Martin Medium Link: https://rogermartin.medium.com/the-best-strategy-icebreaker-0c9b6ae58461 Story #3 Title: Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be Source: Adexchanger Link: https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/ Story #4 Title: Nike: AN epic saga of value destruction Source: Masimo Guanaco on LinkedIn Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf Marketing Moment: Dollar Shave Club's Viral Launch: A Marketing Masterclass Link: https://www.youtube.com/watch?v=ZUG9qYTJMsI The Birth of Dollar Shave Club Founded in 2011 by Michael Dubin and Mark Levine, Dollar Shave Club aimed to solve a common consumer pain point: overpriced and inconvenient razor purchases. The company's subscription-based model promised high-quality razors delivered directly to customers' doors at a fraction of the cost, challenging the traditional retail model. The Viral Video: "Our Blades Are F***ing Great" Key Elements of the Video: Authenticity: Michael Dubin's natural and relatable delivery made the brand feel genuine and trustworthy. Humor: The script was packed with memorable jokes and absurd scenarios that entertained while conveying the product's value proposition. Simplicity: The video clearly explained the problem (expensive, inconvenient razors) and DSC's solution in an easily digestible format. Shareability: The entertaining nature and concise length made it highly shareable across social media platforms. Immediate Impact: Within 48 hours of its release, the video amassed over 12,000 orders, crashing the company's servers due to the unexpected traffic surge. Results and Growth The viral success of the video translated into exponential growth for DSC. Customer Acquisition: The company gained a massive influx of subscribers, building a strong customer base rapidly. Investor Confidence: The buzz attracted substantial investments, fueling further expansion and product development. Industry Disruption: DSC's success challenged established brands, leading to shifts in marketing strategies and pricing models within the industry. Acquisition: In 2016, Unilever acquired Dollar Shave Club for a reported $1 billion, highlighting the monumental success achieved through innovative marketing. Ad of the Week McDonalds - first full AI-generated video that I’m aware of via john james https://www.linkedin.com/posts/officialjohnjames_ai-advertising-ugcPost-7231841679882731520-_Hcq/?utm_source=share&utm_medium=member_android Mcdonalds Japan has released a polished ad using AI that cost the creator $50 in tools. The implications for worldwide advertising supply chain are huge

Welcome back to another episode of the Sleeping Barber Podcast! Today, we’re diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies. Our Guest: Dan White https://www.linkedin.com/in/danwhite1000/ Marketing & Insights Innovator Former CMO, co-developed Kantar’s BrandZ - the world's biggest brand equity measurement system 4-time author of some of the best marketing books in the world Including the topic of today’s call the Smart Advertising Book Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps: 0:50 - Intro to Dan 2:43 - How does the Smart Advertising fit with his other books 5:36 - Why write this book 7:35 - SMART = Evidence-Based Concepts 9:38 - The evidence for advertising ROI 13:20 - The evidence for demand generation 14:52 - The evidence for making customer switch 17:32 - The biggest driver of purchase behaviour 18:50 - How does advertising really work 22:14 - Why brands work over the long term 25:09 - We’re overcomplicating how branding works 31:09 - Why brand building is the right phrase 32:13 - Why packaging and ad creative need to match 34:37 - Core Concept: Reach v. Frequency 40:15 - Core Concept: Broad v. Narrow Targeting 48:47 - Core Concept: The optimal marketing budget 53:40 - Core Concept: Burst vs.Spreading Spend 58:44 - Find out more about Dan 1:00:44 - Post Pod with V and Marc Episode Quote: "If you can't explain it simply, you don't understand it well enough." - Dan White Show Links: The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186 Dan’s Website https://www.smartmarketing.me/ Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide

Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week. Enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Introduction 1:01 - Consumer Still Feeling teh Inflation Squeeze 3:26 - Tik Tok Tightens Teen AD Targeting 5:52 - Apple’s Vision Pro 1.4bn Failure 8:49 - The Growing Pains of Retail Media 12:05 - Marketing Moment: XBOX Football Manager 16:46 - Ad of the Week: McDonald’s Retro Birthday Party Links: Title: Consumers still feeling the squeeze despite falling inflation Source: Link: https://www.marketingweek.com/consumers-squeeze-inflation-data/ Summary Title: TikTok tightens teen ad targeting and boosts AI transparency Source: Search Engine Land Link: https://searchengineland.com/tiktok-teen-ad-targeting-ai-transparency-443986 Title: Apple’s Vision Pro $1.4bn failure shows importance of market orientation Source: The Drum Link: https://www.thedrum.com/opinion/2024/07/15/apple-s-vision-pro-600m-failure-shows-importance-market-orientation Title: The growing pains of retail media: Dodging ROAS gremlins Source: Marketing Week Link: https://www.marketingweek.com/retail-media-roas-gremlin/ Marketing Moment: Highlighting Case studies (3-4 minutes): XBox Football Manager (FM24) Video Game Everyday Tactician - McCann London https://www.youtube.com/watch?v=elq83mERXv0 Background If you’ve seen Wrexham docuseries they have been promoted to EFL One There’s a huge advantage for teams that get promoted - more $, better players, better coaches etc Bromley had been in the lower leagues for 132 years Bromely paired with Xbox to recruit talent using their FM24 game Like moneyball but with gamers Filmed a documentary, promoted on social & the game Results Hired the “Everyday Tactictian” a guy named Nathan Owolabi who was a tour guide at Wembly Became part of the team’s backroom staff and worked for the club’s manager Campaign won a bunch of awards including Cannes Lions Grand Prix Picked up a lot of press 1.5B impressions 190% increase in FM players Most played version ever Bromely FC promoted to EFL two for the first time in the past 132 years Ad of the Week McDonald’s serves up retro birthday party ad to celebrate 50 years in UK Link: https://youtu.be/MgBs3DgLZBk McDonald’s is kicking off a major new campaign celebrating 50 years since opening in the UK with a faithfully recreated reminder of the joy of its childhood birthday parties. McDonald's new campaign commemorating 50 years since its first UK location opened in Woolwich, London. The campaign features a nostalgic ad filmed in the original restaurant, meticulously recreated to evoke the ambiance of 1980s childhood birthday parties. Produced by Leo Burnett, the 60-second spot aims to celebrate McDonald's heritage and appeal to sentiments of joy and nostalgia associated with its early years in the UK.

In our latest episode, we delve into the critical topic of ethics in marketing and advertising with Amina Mattern, Industry Strategy Lead at LinkedIn Marketing Solutions. Amina shares her extensive experience and insights on the evolving landscape of digital advertising, data privacy, and consumer trust. Discover how data has become the new currency and why transparency, honesty, and societal well-being are essential for building and maintaining trust. Learn about the impact of regulations like GDPR and CCPA, and explore the potential of synthetic data in market research. This episode is packed with valuable information for marketers looking to navigate the complex world of digital ethics. Don't miss out on this enlightening conversation. Listen now and take your first step towards becoming a more responsible and effective marketer. Our Guest Amina Mattern https://www.linkedin.com/in/amina-mattern/ Industry Strategy Lead @ LinkedIn Marketing Solutions | Financial Services & Fintech Experience working agency side, MediaCom, Omnicom, and also held the position of Head of Marketing Strategy for Loblaws. Our Hosts Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ References:Canadian Marketing Association’s Code of Ethics https://thecma.ca/resources/code-of-ethics-standards Quote of the Episode: "The way that you handle data and privacy is very much a part of your brand." - Amina Mattern Timestamps 0:51 - Introduction to Amina Mattern 2:15 - Amina’s career path 4:00: - How roles in brand, agency and platform shaped Amina’s perspective on marketing ethics  5:53 - More data, more regulations 8:30 - Directional trends on regulation and policys 10:40 - Ethics and data privacy impacts brand reputation 12:40 - How local consumer expectations affect ethic & policys 15:28 - Data is currency 17:50 - If you collect data, you need an ethical data strategy 20:09 - Cookie deprecation & ethics 28:43 - A consumer’s responsibility with data collection 32:02 - Ethics in synthetic data 35:30 - Future of ethics in advertising 38:18 - Technology isn’t a substitute for ethics 42:22 - Post-pod with V and Marc

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Time stamps: 0:00 - Introduction 2:56 - Measuring the relationships between brands and AI Models 06:11 - The rise of brand refreshes over splashy ads 09:30 - Diageo's commitment to marketing investment 11:48 - Partnerships between media agencies and research firms 19:06 - Ad of the Week - CeraVe New Campaign 25:57 - Coming up next week In The News Links: The Sandbox’s terms of service may be “onerous, discriminatory and one sided,” according to an open web advocacy group. Source: The Drum Link: https://www.thedrum.com/news/2024/07/15/google-s-privacy-sandbox-terms-may-ironically-violate-privacy-law-new-research-says Amazon Prime Day Source: VOX Link: https://www.vox.com/money/360028/amazon-prime-day-2024-target-walmart-temu Amazon’s AI shopping assistant Rufus is live for all U.S. customers Source: Search Engine Land Link: https://searchengineland.com/amazon-rufus-live-444097 Loyalty scheme will enable ‘even smarter’ pricing Source: MarketingWeek Link: https://www.marketingweek.com/mcdonalds-loyalty-scheme-smarter-pricing/ Marketing Moment: Converse Create Now, Create Next Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O Summary of the Initiative Converse implemented a dynamic Instagram marketing strategy to boost engagement and brand visibility by leveraging user-generated content, influencer partnerships, and engaging visuals For their create now, create next campaign. What Was the Problem They Were Trying to Solve? Converse aimed to engage a younger audience on social media and stand out in a competitive market by creating a strong, relatable brand presence on Instagram. Who Was Involved in Creating This? Converse’s in-house marketing team drove the initiative. While specific agencies or external vendors were not mentioned, influencer partnerships played a significant role in the campaign. What Solution Was Engineered? User-Generated Content: Encouraged followers to share photos using hashtags like #ConverseStyle. Influencer Partnerships: Collaborated with influencers and celebrities to reach a wider audience. Engaging Visuals: Maintained a vibrant, dynamic feed with a mix of professional photos, user-generated content, and artistic graphics. Interactive Campaigns: Ran contests and interactive campaigns to boost engagement. Consistent Brand Voice: Maintained a casual, fun, and relatable tone across all posts. Results Converse achieved a higher engagement rate on Instagram than many competitors, significantly increasing its brand visibility and follower growth. Key Takeaways Leverage User-Generated Content: Encouraging followers to share their own content can create a sense of community and provide authentic marketing material. Influencer Partnerships: Collaborating with influencers can help reach a broader audience and add credibility to your campaigns. Consistent Brand Voice: Maintaining a consistent and relatable tone helps build a strong brand identity.

This week, we dive deep into marketing effectiveness with the distinguished Professor Koen Pauwels. Get ready for a treasure trove of insights, including a checklist on increasing sales, the two most common mistakes marketers make, and whether a discount or doubling your budget will drive sales. Professor Pauwels, Vice Dean of Research at Northeastern University, shares his expertise on data-driven decision-making, the difference between efficiency and effectiveness, and the role of intuition in marketing. This episode is packed with actionable advice and thought-provoking discussions you won't want to miss! Don't forget to leave a review on Apple or Spotify if you enjoy the show. Your feedback means a lot to us! Our Guest: Professor Koen Pauwels Distinguished Professor of Marketing and Vice Dean of Research at Northeastern University Consultant for companies like Amazon, Microsoft, Unilever, and Sony Author of multiple books and award-winning papers Website: www.marketingandmetrics.com Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ Topics Discussed: • Data-driven vs. evidence-based decision making • Marketing effectiveness and efficiency • The importance of goal alignment in marketing • How to avoid common marketing mistakes • The role of intuition and creativity in marketing • Segmentation, targeting, and positioning • Old world vs. new world marketing • Effective use of discounts and advertising budgets Quote of the Episode: "In marketing, it’s better to be vaguely right than precisely wrong." - Professor Koen Pauwels Timestamps 0:00 - Introduction to the theme and Prof. Pauwels 2:55 - How Prof. Pauwels got into marketing effectiveness 3:52 - The model + the manager is better than either individually 5:20 - The difference between marketers in the US vs Europe 7:22 - Marketing Effectiveness vs. Effeciency 9:20 - ROI is limiting if you’re a mid to large size company 11:54 - ROI is NOT an effectiveness metric 14:50 - Improving marketing ROI is a team sport 16:05 - Looking for evidence where the light shines 17:37 - When Facebook Likes isn’t an objective 22:22 - Reach is a proxy metric 25:19 - The two big mistakes marketers consistently make  30:45 - Marketing theory: what still matters and what doesnt  35:43 - How does advertising actually work 38:30 - The common response to how sales volume respond to discount  41:27 - A checklist to quickly increase sales 45:40 - Reference pricing 48:30 - How do we get from here to there?  54:29 - Find out more about Prof. Pauwels 56:30 - Post-pod with V and Marc Long-Term effects of Advertising https://www.linkedin.com/pulse/long-term-effects-advertising-prof-dr-koen-pauwels-gasve/?trackingId=ydTzAVjqTFujBWIsvMnupQ%3D%3D Reference for all Published Papers https://marketingandmetrics.com/sitemap/  It’s not the size of the data, it’s how you use it https://www.amazon.ca/Its-Not-Size-Data-How-ebook/dp/B00HSUWKY4?ref_=ast_author_dp

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Time stamps: 0:00 - Introduction 2:56 - Measuring the relationships between brands and AI Models 06:11 - The rise of brand refreshes over splashy ads 09:30 - Diageo's commitment to marketing investment 11:48 - Partnerships between media agencies and research firms 19:06 - Ad of the Week - CeraVe New Campaign 25:57 - Coming up next week In The News Links: Measuring the relationship between brands in AI models and market share Source: WARC Link: https://www.warc.com/content/feed/tom-roach-measuring-the-relationship-between-brands-in-ai-models-and-market-share/en-GB/9684 Why marketers keep refreshing brands instead of betting on splashy ads Source: Marketing Dive - Opinion Piece Link: https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/ Diageo commits to ‘strong’ marketing investment as efficiency improves Source: Marketing Week Link: https://www.marketingweek.com/diageo-strong-marketing-investment-efficiency/ Omnicom Media Group strikes a deal with a top marketing research body Source: More About Advertising Link: https://www.moreaboutadvertising.com/2024/07/omnicom-media-group-strikes-deal-with-top-marketing-research-body/ Marketing Moment:  A marketing Case study Alka Seltzer Plop Plop Fizz Fizz Background In the 60’s Alka-Seltzer was suffering from poor reputation with younger buyers They associated the product with over-indugence Needed a new strategy to revitalize sales  Hired Tinker & Partners Previous campaigns focused on speed of relief - no matter what shape your stomach is in Insight Mary Wells AE caught wind that two tablets were better than one and came up with the now infamous Plop Plop Fizz Fizz campaign Added the jingle, suggested how to use the product with Plop Plop (2 tablets) Result  Sales nearly doubled overnight About Mary Later became the first woman to own and run a major nationa ad agency (came up with the I love NY slogan) Wells Rich Green and first female CEO of a NYSE listed company  Ad of the week: CeraVe takes on soap operas in new genre-spoofing campaign Video: https://www.youtube.com/watch?v=JNNwE-GZC_A CeraVe launches a dramatic new campaign today (July 15) for its Hydrating Facial Cleanser, featuring video content, influencer marketing, and a mobile tour focused on skincare education, as shared with Marketing Dive.The campaign includes a two-minute “Cleanse Like a Derm” video starring actress Xochitl Gomez. The storyline, full of soap opera clichés like overacting, frosted lenses, and doppelgangers, revolves around a family whose CeraVe has been replaced by bar soap. Media placements will span digital, social, and streaming platforms.Fresh from a big win at Cannes, the L’Oreal brand continues to push creative boundaries. This latest initiative partners with 30 influencers to create soap opera-inspired content and kicks off a mobile tour with stops in New York, Chicago, Nashville, and Atlanta, featuring games, photo ops, and expert skincare advice.

In the latest episode of the Sleeping Barber Podcast, we sit down with Dr. Ella Ward, a senior marketing scientist from the Ehrenberg-Bass Institute.  Dr. Ward shares her expertise on the importance of visual brand identity, the difference between being data-driven and evidence-based, how to create cohesive brand packaging and most importantly Marc and V get a lesson on Aussie rules footy! This is an episode you do not want to miss! Don't forget to join our hosts, Vassilis and Marc, for some post-podcast banter! Quote of the episode: “Your strategy can’t be based on differentiation. Your competitors will catch up." Our Guest: Dr. Ella Ward Sr. Marketing Scientist @ Ehrenberg-Bass Institute Enhancing visual brand identity across a product portfolio. https://www.linkedin.com/in/ella-ward-/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Background Research & Literature: https://journals.sagepub.com/doi/10.1177/14707853231201852?icid=int.sj-abstract.citing-articles.4 https://www.unisa.edu.au/media-centre/Releases/2023/coloured-by-numbers/  https://www.linkedin.com/posts/ella-ward-_distinctiveassets-evidencebasedmarketing-activity-6785027383834611713-eeTI https://marketingscience.info/research-services/distinctive-assets/ Timestamps: 0:00 - Podcast Introduction 0:50 - Introduction to Ella  3:31 - Path to becoming a Marketing Scientist @ Ehrenberg-Bass Institute 4:28 - Ella’s areas of research 5:23 - Visual cohesion across the brand portfolio 6:40 - The scientific revolution happening in marketing 8:39 - Marketing science matters because the real world is a very weird place 10:33 - Data-driven vs. Evidence-based marketing 13:05 - Using science to lead change 16:40 - Bloodletting & changing paradigms  18:30 - The difference between brand books and Distinctive Brand Assets (DBA) 20:44 - Making brands available & linking brands to memory 23:22 - Brand management isn’t about policing, it should be fun 26:45 - Rebranding? Know what assets trigger the brand   29:20 - How effective are your DBAs at triggering memory 30:52 - Why characters are more memorable than other types of distinctive assets  34:20 - Rebranding? know the strength of your distinctive assets 36:15 - Adding to your distinctive asset pallet - Ikea voiceover 39:10 - Hagen-Dazs Case Study 39:40 - Package colours used to signal variety aren’t often effective 43:17 - The danger of using colour to signal a variety 45:38 - Prioritize your branding over colour signalling 49:43 - Decreasing product packaging types to improve advertising efficiency 51:00 - Cohesive branding improves the bottom line 53:17 - Differentiation v. Distinctiveness in product packaging 58:25 - Packaging Services 1:01:45 - Post-pod with V and Marc   Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In The News: Nike ramps up innovation to combat sales slip in ‘transition year’ Link: https://www.marketingweek.com/nike-accelerate-innovation/ Ritson on Creativity - WARC Podcast https://podcasts.apple.com/us/podcast/mark-ritson-on-creativity-brand-and-the-need-for/id1563243327?i=1000660441127 The Boston Marathon Got a New Logo and Runners are Not Happy https://www.fastcompany.com/91148937/the-boston-marathon-got-a-new-logo-and-runners-are-not-happy Get ready for the Echo-Verse: New Rules of Cross-Channel Marketing https://hbr.org/2024/06/the-new-rules-of-marketing-across-channels Marketing Moment The Field Trip to Mars - 2018 Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O Lockheed Martin, a Global Security and Aerospace company wanted to Inspire interest in Mars exploration and STEM education. The Brief: Space was/is experiencing a cultural Renaissance to rival the excitement of the Space Race. SpaceX, Virgin Galactic and Mars One, and movies recaptured the general public’s imagination with space. It is estimated that humans will set foot on Mars within two decades, making STEM education more important than ever. So they set out to inspire the next generation of deep space explorers, creating a VR experience that shows them what it’s like to visit Mars Solution & Cultural Context: They rendered 200 sq. mi of Mars’ surface based on real Mars geography and mapped it to D.C streets. Then we bought a school bus. The bus was gutted and equipped with custom electric glass that switched from transparent to opaque, plus 4K transparent LCDs, while preserving its school bus appearance. Integrating our Mars landscape, custom screens, GPS, accelerometer, magnetometer and laser velocimeter, the bus became a VR headset. When it moved, Mars moved and when it turned, it turned on Mars. Impact:  Generated extensive social media buzz and media (NBC, ABC, and Fox, Engadget, Futurism and Digital Trends) coverage. Trended on Facebook globally for over 24 hours. Featured in major news outlets and tech sites. In a week after it’s debut, Lockheed Martin saw a 3000% increase in Mars-related conversations post-launch, 260% more than spaceX.  Videos of the experience garnered over 6 million views. References:  https://www.unrealengine.com/en-US/spotlights/out-of-this-world-an-inside-look-at-the-making-of-field-trip-to-mars  https://www.dandad.org/awards/professional/2017/direct/26343/the-field-trip-to-mars/ Audience Q&A (2-3 minutes): Jon Lorenzini post -  Do you know marginal ROAS is better than incremental or regular ROAS?  https://www.linkedin.com/posts/jonathanlorenzini_marketingscience-marketinganalytics-marketing-activity-7209922721428729858-wi0B

Welcome to the Sleeping Barber Podcast, where business leaders get the best and most credible information on marketing, strategy and innovation. In our latest podcast episode, we sit down with Andrew Tindall, Senior Vice President of Global Partnerships at System1, to explore the crucial role of creativity in advertising. Andrew shares his journey from starring on "The Young Apprentice" to leading global partnerships at System1. Learn why creativity ranks second in driving ad profitability, the pitfalls of AI-generated content, and the elements that make ads truly effective. We also discuss why dull ads pose the biggest risk to your business and so much more. Don't miss this opportunity to learn from one of the brightest minds in marketing. Enjoy the show! Our Guest: Andrew Tindall SVP Global Partnerships @ System1 https://www.linkedin.com/in/andrew-tindall/ https://system1group.com/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Holistic Effectiveness Framework https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7202563554573438976-Oh8T Creatively Awarded Ads are Average https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average Creative is undervalued https://www.linkedin.com/posts/marcbinkley_we-marketers-underestimate-the-value-of-activity-7188522028625231872-0GXU The best & Wurst of pre-testing https://www.thedrum.com/opinion/2024/04/25/the-best-and-wurst-pre-testing-why-marketers-need-visit-my-sausage-factory Majority of B2B ads are ineffective https://www.marketingweek.com/majority-b2b-creative-ineffective/ Kantar - Paul Dyson https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think Definitions for Paul’s Work https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability#the-drivers-of-profitability TimeStamps 0:00 - Podcast Intro and Introduction to Andrew Tindall 3:22 - Andrew’s career from TV to Medicine to Alcohol to Ads 7:10 - The importance of good product design - Burger King 8:30 - Creativity is the biggest driver of ad profitability   11:57 - The problem with AI-generated creative & platform metrics  13:38 - Why do we undervalue the inputs and overvalue the outputs 16:53 - Making time to think  20:15 - Awards for creativity vs. creative effectiveness 24:34 - Refusing to learn performance marketing 26:09 - Why we’ve not seen massive effects in creative effectiveness 27:45 - Measuring effectiveness with System1 31:08 - eSOV + Emotion drives profitability 35:16 - Nearly 75% of B2B ads are not effective in the long term 36:45 - B2B customers are not different than B2C 38:50 - Creative effectiveness is against a benchmark 39:59 - Strategy is critical for effective advertising 41:58 - 3 elements of effective ads: Unique, Engaging, Craft   46:30 - Dull ads are the biggest risk to your marketing investments 48:43 - Outdated ideas on pre-testing ads 50:04 - Shit that arrives at the speed of light is still shit 52:08 - Post-pod with V & Marc   Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ In the News: Nvidia's 10-for-1 Stock Split Is Over. Here's What's Next for the Stock. Link: https://www.fool.com/investing/2024/06/16/nvidias-10-for-1-stock-split-is-over-heres-whats-n/ Meta announces new enhancements to Reels and AI-powered solutions at Cannes Link: https://www.socialsamosa.com/2023/06/meta-reels-ai-solutions-at-cannes/ How to Kill Creativity  Link: https://hbr.org/1998/09/how-to-kill-creativity  TikTok ads will now include AI avatars of creators and stock actors Link: https://techcrunch.com/2024/06/17/tiktok-ads-and-branded-content-will-now-include-ai-avatars-of-creators-and-stock-actors/  Marketing Moment: Highlighting Case studies (3-4 minutes): Bubly / Buble Launch - ARF Advertising Research Foundation  Link: https://thearf-org-unified-admin.s3.amazonaws.com/ARF%20Ogilvy%20Award%20Case%20Studies/2020%20ARF%20David%20Ogilvy%20Award%20CS/Buble%CC%81-vs.-bubly.pdf Challenge - Gain market share in a fast-growing category Background  PepsiCo looking at breaking into a emerging categoryLa Croix was established market leader with 20% MSProduct lacked personality Sparkling water category $2b industry by end of 2018CAGR around 20%Expected growth over the next 5 years of 74% Targeting millennials = generation play Insight  Adulting is hard millennials dealing with adulting want an everyday sparkling water brand that felt as fun, colorfoul and playful as soda.Used customer interviews, social listening, quant/qual message testing & google search trend analysisMost other brands had very little personalityLa Croix was positioned as fancier than others - name became territory for playful approach  Creative Brand took on a “playful instigator” roleFocused on fun & colour in media placements, partnerships, creative and spokesperson (buble) Launch 2019 superbowl kickoff with Buble convincing people how bubly was pronouncedPartnership with Ellen Degeneres show featuring Buble in a fun skitSnackable video on most platforms, GIFs, BublyV.Buble gifMedia placements on TV, CTV Results 77% increase in brand awareness among category usersDoubled retail sales in 2019 to $250MPurchase consideration grew by 2xTripled category shareLa Croix reported 16% drop in 3rd quarter earnings Ad of the Week Paddy Power - Danny Dyer and Peter Crouch star in Paddy Power's new Euros advert Link: https://youtu.be/BdavDrqE2jg?si=vyfH-5jhmfesqcM4  Danny Dyer (English actor and presenter) brings his Cockney charm to Paddy Power’s ad, capturing the nation’s excitement for the tournament with a humorous twist. The commercial playfully pokes fun at British quirks, featuring diverse characters who deliver sarcastic ‘compliments’ to the English. From Italians mockingly admiring our fashion to Germans grumbling about World Cup chants, and Dyer himself, portraying the quintessential English dad abroad, the ad is a witty celebration of our national character.

In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&G to her insights on the balance between brand and performance marketing, Esther shares invaluable knowledge that every marketer should hear. Discover the impact of digital channels, marketing specialists' rise, and marketing sustainability's future. Don't miss this opportunity to learn from one of the industry's best. Enjoy the episode. Our Guest: Esther Benzie - https://linkedin.com/in/estherbenzie/ Senior Marketing Executive Formerly the: :: VP of Brand and Advertising @ CIBC and :: VP Brand Operations @ P&G :: Board Member of the AssociationAssociatiom of Canadian Advertisers Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Opening 0:44 - Intro to Esther 4:38 - Learning marketing foundations through CPG 7:30 - How digital changed marketing departments 10:30 - The negative impact of digital on creative 12:19 - Non-Viewable Impressions 15:20 - Talent Development - Specialists vs Generalists 22:45 - The shift from brand to performance and back 30:14 - What got lost in “Performance Marketing” 32:40 - How digital advertising change content supply chains 36:28 - An awakening with performance marketing 40:25 - Strategic objectives may differ from digital performance indicators 43:55 - How digital channels like Pinterest align with brand objectives 47:15 - The evolution of marketing performance metrics 55:06 - How to find out more about Esther Post-Pod with V and Marc

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ In The News Ad Age: American Airlines Fired Exec After a Marketing Change Aliented Corporate Clients Link: https://adage.com/article/marketing-news-strategy/american-airlines-fired-chief-commercial-officer-vasu-raja-after-marketing-strategy-change/2562716 Paul Worthington Newsletter - Off Kilter - Oops, AI did it again Looking at some of the failings of AI Link: https://www.invencion.com/off-kilter Fast Company - How Amazon created a winning streaming formula: shows based on airport books for dads Link: https://www.fastcompany.com/91134058/amazon-prime-video-streaming-airport-books-for-dads-james-patterson-cross P&G’s Chief Brand Officer Mark Pritchard talking about inclusivity Link: https://wwd.com/beauty-industry-news/beauty-features/marc-pritchard-on-serving-all-and-each-to-drive-market-growth-1236389828/ Marketing Moment - The Power of Positioning // Apple - The Turnaround Background Back in 1997 - Apple was in big troubleThey had just lost $800mLow market penetration and market capitalization of $2bnMichael Dell - when asked how he planned to fix the organization, he was planning to shut it down and give the money back to shareholders.Steve Jobs returned to re-focus Apple, and there was a lot of anticipationIn August of the same year, Jobs addressed the future of the company at MacWorld 1997. Brand Positioning and Strategy Before getting to the Think Different campaign, they defined the new positioning of Apple, where they identified three core tenets. SimplicityCreativityHumanity These three tenants became core to Apple and were a major part of the brief that went into the brief to TBWA\Chiat\Day, which famously led to the iconic “think different” campaign. Revival and Growth Why was this so powerful? It comes back to the three tenants: It was a simple messageIt was about creativityAnd celebrated at its core, humanity Due to its simplicity, it also worked well across media channels (print, TV, OOH etc.) The Think Different campaign bought Apple time and got them out of trouble. Due to this newfound mental availability and the constant product innovation (see iPod) by 2003, Apple had an evaluation of $8bn. However, because they wanted to grow globally as well, they re-brief Chiat/Day for a global iPod campaign was when “silhouettes” was born, which leaned again against the three core branding positioning tenants. By 2006, Apple had turned a corner. Now worth over $70bn, it returned to its core product, computing. Going after Microsoft who had dominated for decades the space. The campaign, “Get a Mac” was born. Why did this campaign work? Apple created an “enemy”highlighted Apple’s simplicity and creativityPositioned against Microsoft’s complexity What Lessons can we date from this example? Simple positioning always beats complex positioning - It is important to be clear, and consistent with your brand positioning,Differentiation is possible through positioning because it can also help with price volatility helping you to drive profits Links: Mark Ritson on the power of Apple's brand positioning (youtube.com) Ad of the Week - Heinz Ketchup Fighting counterfeiters of people refilling Heinz ketchup bottles with different brands of ketchup Link: https://www.youtube.com/watch?v=S-TkRINrr4A&t=92s © 2024 Sleeping Barber

We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne. We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy! Get in touch with the hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Timestamps: 00:00 - Introduction01:19 - Convince Your C-Suite: The Real Impact of Creativity07:30 - The Evolution and Challenges of the CMO Role11:47 - The Creative Brief11:50 - Data-Driven Marketing: A Double-Edged Sword17:50 - NEW SEGMENT - This or That!18:45 - Campaign Pre-testing26:13 - Does Creative Inform Media, or Media Inform Creative33:03 - Differentiation vs. Distinctiveness Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber