The Sleeping Barber - A Business and Marketing Podcast

Sleeping Barber

Welcome to the Sleeping Barber podcast with your hosts, Marc Binkley and Vassilis Douros. The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes. In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about. read less
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Episodes

SBP 101: The Year In Review Episode. With Elena Jasper and Conor Byrne.
11-12-2024
SBP 101: The Year In Review Episode. With Elena Jasper and Conor Byrne.
Join our hosts, Marc and Vassilis as they welcome back Elena Jasper from 'The Marketing Architects Podcast' and Conor Byrne from 'Now That's What I Call Marketing' to the "studio." In this engaging year-end review, our hosts and guests dive into standout marketing campaigns, trends in influencer marketing, and the effectiveness of various targeting strategies. They highlight successful campaigns like Budweiser's Clydesdales return and Elf Beauty's bold marketing approach while debating the future of influencer marketing and the critical role of first-party data. The conversation also explores broad targeting strategies, brand purpose vs. performance marketing, and the impact of diversity campaigns amidst cancel culture. Furthermore, they discuss the evolution of large language models (LLMs) and their marketing implications, alongside Jaguar's controversial rebranding strategy and its effect on brand loyalty. Wrapping up, they share predictions for 2025, focusing on emerging trends in media and marketing, the rise of AI in creative processes, and the importance of nuanced marketing strategies in a dynamic landscape. This episode is packed with insights, predictions, and vibrant debates you won't want to miss! Our Guests: Elena Jasper: VP of Marketing @ Marketing Architects and Podcast Host of The Marketing Architects https://www.linkedin.com/in/elenajasper/ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Senior Marketing Director and Podcast of 'Now That's What I Call Marketing' Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 0:00 - Introduction and Year in Review 04:50 - Campaigns of the Year 14:45 - Bullish or Bearish: Marketing Trends 33:05 - Marketing Surprises of the Year 48:50 - Predictions for 2025: Media and Marketing Trends Links: Marketing Architects https://podcasts.apple.com/ca/podcast/the-marketing-architects/id1679048313  That’s What I Call Marketing https://www.thatswhaticallmarketing.com/  Sleeping Barber https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324   Filipe Thomaz Report https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes-oxford-uni-professor-says-byron-sharp-and-ehrenberg-bass
SPB 100: The Barber's Brief - Celebrating Our 100th Episode
05-12-2024
SPB 100: The Barber's Brief - Celebrating Our 100th Episode
This is a special episode of the Barber's Brief, where Marc and Vassilis celebrate their 100th episode of the Sleeping Barber Podcast, while still diving into the latest marketing and business news. A small twist to the marketing moment, where they spotlight the Podcast, its origin, vision and direction moving forward. Enjoy the show! Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps: 00:00 - Introduction 03:32 - US Black Friday Results 06:34 - Jaguar's Bold Rebranding 10:36 - Critique of Jaguar's Marketing Strategy 20:20 - DOJ Recommendations for Google. Sell Chrome! 27:24 - Marketing Moment: Our Podcast In The News Links: US Black Friday Spending In store & online rose by 3.4% https://www.reuters.com/business/retail-consumer/black-friday-data-shows-us-shoppers-spent-108-bln-online-2024-11-30/ Jaguar releases a concept for its new EV model after a controversy over its rebranding — which didn't feature a car. Link: https://www.businessinsider.com/jaguar-releases-concept-car-after-controversial-rebranding-campaign-woke-2024-12 Advertising Malpractice at Jaguar - Roger Martin https://rogermartin.medium.com/strategy-branding-30fcb644ecc8 DOJ: Google must sell Chrome to end monopoly Link: https://techcrunch.com/2024/11/20/doj-google-must-sell-chrome-to-end-monopoly/
SBP 099 - How To Build Persuasive Presentations. With Nancy Duarte.
28-11-2024
SBP 099 - How To Build Persuasive Presentations. With Nancy Duarte.
Marketing may involve running campaigns, tracking pricing, or creating brands, but let’s face it—marketers spend a lot of time building decks. From pitching ideas and asking for funding to reporting results or outlining strategies, we rely on presentations to drive action. Yet, no idea gains traction if it isn’t understood. That’s why communication and presentation skills are essential. In this episode, Nancy Duarte shares her insights on crafting persuasive presentations and mastering effective communication. Enjoy the show! Our Guest: Nancy Duarte https://www.linkedin.com/in/nancyduarte/ CEO & Principal @ Duarte, Inc. - Creative Services & Presentation Skills Training Author of 6 books & contributor to numerous publications like HBR, NYT, Wall Street Journal, Wired Her TED Talk - The Secret Structure of Great Talks has well over 3M views A client list that looks like the S&P500 listing - Apple, Hubspot, Walmart, Salesforce, Visa, Workday etc 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: Duarte, Inc. https://www.duarte.com/ TEDx The Secret Strucutre of Great Talks https://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks  Books https://www.duarte.com/resources/books/ Create Slides People will Remember https://www.youtube.com/watch?v=OeV2fHEM4RI  Timestamps: 0:00 - Intro to Nancy Duarte 3:35 - Nancy’s career path to Presentation Agency Owner 6:38 - A presentation that won an Academy Award   9:35 - The challenge with most presentations 12:40 - How to amplify the connection to your audience 15:22 - Building decks is different from persuasive communication 19:00 - The importance of unpacking visuals 20:35 - Slideshows vs. Slidedocs    24:00 - Communication is evolving, PPT is just a tool   26:55 - How data has changed presentations 29:55  - Design implications with data 33:19 - The structure of great talks 37:42 - Why objections can improve your presentations  41:38 -  Poking holes before presenting 43:45 - The Duarte Method: Story, Visuals, Delivery & Empathy 47:19 - Presenters need to think more like a helicopter than a train 49:40 - The big Aha’s for great presentations 51:54 - Learning more about Nancy 55:21 - Post-pod with V and Marc
SBP 098: The Barber's Brief - November 21, 2024
21-11-2024
SBP 098: The Barber's Brief - November 21, 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: 00:00 - Introduction 00:51 - Why Tide is shifting to social-first marketing for its latest NFL blitz. 03:47 - Spotify takes aim at YT with a new revenue-sharing platform for creators. 06:07 - Google to halt political ads in EU over new regulations. 10:07 - US Ad spend managed by agency holding companies. 14:15 - 2024 CeraVe's Super Bowl Stunt: A Humorous Take on Brand Awareness. 14:15 - Ad of the Week - VW, Think Small In The News Links: Title: Why Tide is shifting to social-first marketing for its latest NFL blitz - https://www.marketingdive.com/news/tide-tackles-NFL-marketing-campaign-social-creator-content/732597/ Spotify takes aim at YT with a new revenue-sharing platform for creators - https://www.businessinsider.com/spotify-battles-youtube-with-new-creator-video-revenue-sharing-program-2024-11 Google to halt political ads in EU over new regulations - https://searchengineland.com/google-halt-political-ads-eu-448336 US Ad Spend managed by agency-holding companies, Shane O’Leary - https://www.linkedin.com/posts/shane-o-leary-1660_sometimes-you-see-a-graph-or-piece-of-data-activity-7261356951370895360-BMSB
SBP 097 - A Customer Promise Is A Business Strategy, with Roger Martin, Mimi Turner and Jann Martin Schwarz.
14-11-2024
SBP 097 - A Customer Promise Is A Business Strategy, with Roger Martin, Mimi Turner and Jann Martin Schwarz.
In this episode, we're excited to welcome back our returning guest, Roger Martin, and he's brought along two brilliant co-researchers/authors, Mimi Turner and Jann Martin Schwarz! They’re here to share insights from the latest Promise to the Customer (PTTC) research by WARC and The B2B Institute. Last year, Roger joined us to discuss findings from a B2C dataset, but this time, it’s all about B2B. So grab a seat, plug in your earbuds and join us as we dive into what really matters to business customers today—direct from the experts. Our Guests Roger Martin - https://www.linkedin.com/in/roger-martin-9916911a9/ The World’s Authority on StrategyNamed #1 Management Thinker by Thinkers50Trusted strategy advisor to CEOs of the biggest companies on the planet like P&G, Lego, FordAuthor of 13 books & 34 HBR articles including Playing to Win: How Strategy Really Works Mimi Turner - https://www.linkedin.com/in/mimi-turner/ Head of Marketplace Innovation with LinkedIn LMS Fellow @ The B2B Institute Jann Martin Schwarz - https://www.linkedin.com/in/janns/ Founder of The B2B Institute, Sr. Director Marketplace Innovation Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts:Marc Binkley: ⁠⁠ https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:57 - Introduction to Mimi, Jann & Roger 3:05 - How LinkedIn is shaping the understanding of B2B marketing 5:00 - Defining & examples of a promise to the customer (PTTC)  8:40 - Linking PTTC to strategy 10:53 - Why PTTC matters  14:40 - PTTC isn’t just for big brands 18:47 - The link between PTTC and a winning aspiration in business strategy 20:39 - Why PTTC can help brands differentiate 24:08 - PTTC examples with Sage ERP B2B SaaS  26:20 - how PTTC can improve ad creative 27:55 - Why PTTC works 32:50 - PTTC is more than an ad campaign 35:14 - Aligning sales & marketing to simplify the buyer’s experience  38:43 - PTTC impact on ABM & targeting  41:52 - Customer promises make the customer-company relationship tangible  44:20 - Business isn’t personal?  46:20 - The real job of B2B marketers  50:17 - How you know when you’ve got a brand 51:40 - The importance of knowing a brands before buying 54:58 - Brands are like blame insurance in decision making   57:20 - Roger: the most striking finding from this research 1:00:45 - Jann: the most striking finding from this research 1:03:55 - Mimi: the most striking finding from this research 1:05:41 - how P&G used PTTC to evaluate campaigns 1:10:08 - Post-pod with V, Marc & MIMI! Links & References The B2B Institute - https://business.linkedin.com/marketing-solutions/b2b-institute Making a Promise to the Business Customer - https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-business-customer Full Research Library - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research?selectedFilter=all-categories The Product Delusion - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/the-product-delusion Roger Martin Website https://rogerlmartin.com Medium https://rogermartin.medium.com/ SBP - PTTC 2023 episode with Roger https://podcasts.apple.com/ca/podcast/sbp-040-making-a-promise-to-the-customer-with-roger-martin/id1609811324?i=1000631039119
SBP 096: The Barber's Brief - November 6, 2024
07-11-2024
SBP 096: The Barber's Brief - November 6, 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: 00:00 - Introduction 01:25 - Is influencer marketing right for you? 04:24 - lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection. 08:18 - Moo Deng will Die. Your brand needs to be immortal. 12:08 - ChatGPT search officially launches 18:26 - The Marketing Moment: Heinz Ketchup, It has to be Heinz. 25:21 - Ad of the Week - Apple, Write Smarter. In The News Links: Is influencer marketing right for you? Dr. Grace Kite https://www.linkedin.com/posts/magic-numbers-co_is-influencer-marketing-right-for-you-the-activity-7254761570923069441-iknX YouGov findings: https://business.yougov.com/content/50275-from-kitchen-to-closet-nearly-three-in-five-users-find-fashion-and-food-influencer-advice-helpful lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection Source: https://corporate.lululemon.com/media/our-stories/2024/lululemon-and-fanatics-partner-with-nhl Moo Deng will Die. Your brand needs to be immortal Andrew Tindall on The Drum Source: https://www.thedrum.com/opinion/2024/10/24/moo-deng-will-die-your-brand-needs-be-immortal ChatGPT search officially launches Source: Techcrunch Link: https://searchengineland.com/chatgpt-search-officially-launches-447919 The Marketing Moment: Heinz Ketchup: It has to be Heinz WARC Cannes Creative Lions Grand Prix, Creative Effectiveness Lions Agency - Rethink Canada https://info.canneslions.com/the-official-cannes-lions-2024-wrap-up-report/creative-impact Ad Of The Week: Title: Write Smarter Advertiser: Apple Link: https://youtu.be/3m0MoYKwVTM?list=TLGGnLWpSYG3DtwwNTExMjAyNA The latest Apple ad, ‘Write Smarter,’ follows an office worker using the tech giant's Intelligence system on his iPhone 16 Pro to refine his usually casual emails into polished, professional messages, much to the surprise of his boss, who seems a bit perplexed by the sudden shift in tone.
SBP 095: AI-Powered Synthetic Market Research. With Peter Weinberg.
31-10-2024
SBP 095: AI-Powered Synthetic Market Research. With Peter Weinberg.
Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Peter Weinberg. AI is the biggest topic of the past two years. When you combine that with the science behind evidence-based marketing principles and the discipline of Market Research you get Evidenza. Our Guest: Peter Weinberg Co-Founder, Evidenza https://www.linkedin.com/in/weinbergpeter/ Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: ⁠⁠ https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ TimeStamps 0:56 - Introduction to Peter Weinberg 1:59 - What is synthetic research? 3:45 - Three phases of Peter’s career 7:03 - Leading on cutting edge thinking & technology 9:30 - 5/95 Rule 10:50 - Segmenting the market for AI-based research 13:04 - Thinking about Category Entry Points for Evidenza 15:38 - How to create synthetic personas 17:58 - A word from our sponsor - Quatical 19:19 - The speed and flexibility advantage of Synthetic-research 22:00 - Augmenting traditional market research 23:35 - Building CFO ready marketing strategy 25:48 - Using AI to solve TAM, SAM and SOM 27:23 - Correcting for hallucinations 30:24 - Error in AI v. traditional surveys 32:01 - Improving accuracy of synthetic research 33:51 - The opportunity and limitations of synthetic research 35:42 - Product Market Fit for Evidenza 37:38 - AI can be used for much more than copywriting 39:03 - How a background in marketing influences business operations 43:29 - Most growth comes from new customers 45:25 - Opportunity to financialize marketing plans 46:57 - Why marketers need to learn financial language 47:58 - Learn more about Evidenza 48:37 - Post pod with V and Marc
SBP 094: The Barber's Brief - October 24, 2024
24-10-2024
SBP 094: The Barber's Brief - October 24, 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: 00:00 Introduction 02:15 In-house vs. Downtown Agencies: Cost Savings or Misconception? 06:55 Just do it! Brand Name Lessons from Nike's Troubles! 13:19 Dom Pérignon perfectly demonstrates the appeal of scarcity. 19:25 Great Whitepaper from Mailchimp - How to Grow Your Brand 22:58 Marketing Moment: Insights from Adweek 2024 32:13 Ad of the Week In the News links: In-house vs. Downtown Agencies: https://www.linkedin.com/feed/update/urn:li:activity:7253289716513431553/ Brand Name Lessons from Nike's Troubles! https://aswathdamodaran.blogspot.com/2024/10/just-do-it-brand-name-lessons-from.html Dom Pérignon perfectly demonstrates the appeal of scarcity https://www.marketingweek.com/ritson-dom-perignon-appeal-scarcity/ Whitepaper from Mailchimp: https://mailchimp.com/resources/how-to-grow-your-brand/ Marketing Moment: Adweek 2024 Key Learnings: CTV and Retail Media AI’s Role in Advertising Harnessing First-Party Data Omnichannel and Full-Funnel Strategies Privacy and Regulatory Uncertainty Declining Focus on Social Purpose, DEI and Sustainability Ad of the Week: https://youtu.be/qvFnf2EEd20?feature=shared
SBP 093: Financial Metrics for Marketers. With Omar Roubi.
17-10-2024
SBP 093: Financial Metrics for Marketers. With Omar Roubi.
Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Omar Roubi. Within a business, there appears to be a constant tension between marketing and accounting/finance departments. In this episode, Marc and Vassilis speak with Omar Roubi to explore that relationship and look for some common ground and language that can help marketers better understand their businesses. Our Guest: Omar Roubi https://www.linkedin.com/in/omar-roubi-cpa-texas/Host & Director, Education & Content at LumiQ | Accounting Instructor at University of Colorado Denver | Accounting Textbook Author with Top Hat Enjoy the show! Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: ⁠⁠ https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:57 - Intro to Omar 1:47 - About LumiQ 4:50 - Target Canada - Why they Failed 6:22 - What is a capital budget & how does it affect the 4Ps 8:11 - The danger of putting strategy before execution of the 4Ps  10:33 - Big M marketing is different from advertising 12:35 - The value including marketers CMO in Capital budget planning 16:01 - Why No Amount of Budget could have created demand for Target Canada 20:09 - How to justify marketing budgets to accounting 21:45 - Predicting the future vs. Reporting on the past 25:50 - Marketing and accounting education 30:05 - Do we understand what return means?  32:30 - How accountants see brand 34:58 - Goodwill & Settting Expectations 39:22 - A process to improve budgeting 41:08 - Understanding the roles of Finance & Accounting  43:55 - Avoiding WAGs (Wild Ass Guesses) 48:12 - Justifiing ROI: Time is on your side 52:00 - Three tips for marketers to improve financial acumen 58:45 - Post Pod with V and Marc
SBP 092: The Barber's Brief - October 10, 2024
10-10-2024
SBP 092: The Barber's Brief - October 10, 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/⁠ 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
SBP 091: The Cost Of Dull Ads. With Adam Morgan.
03-10-2024
SBP 091: The Cost Of Dull Ads. With Adam Morgan.
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
SBP 090: The Barber's Brief - September 26, 2024
26-09-2024
SBP 090: The Barber's Brief - September 26, 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 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
SBP 089: Future Demand, Not Demand Generation. With James Hurman.
19-09-2024
SBP 089: Future Demand, Not Demand Generation. With James Hurman.
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
SBP 088: The Barber's Brief - September 12, 2024
12-09-2024
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.
SBP 087: What Would It Take To Change Your Mind? With Prof Dan Ariely.
05-09-2024
SBP 087: What Would It Take To Change Your Mind? With Prof Dan Ariely.
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/
SBP 086 - The Barber's Brief - August 29, 2024
28-08-2024
SBP 086 - The Barber's Brief - August 29, 2024
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
SBP 085: A Field Guide To Smart Advertising. With Dan White.
22-08-2024
SBP 085: A Field Guide To Smart Advertising. With Dan White.
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
SBP 084: The Barber's Brief - August 15, 2024
15-08-2024
SBP 084: The Barber's Brief - August 15, 2024
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.
SBP 083: Ethics & The Currency of Trust. With Amina Mattern.
08-08-2024
SBP 083: Ethics & The Currency of Trust. With Amina Mattern.
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