SBP 124: Brand Building Beyond The Click. With Connor Archbold and Matthew Herbert.

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

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

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

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

This is an episode you do not want to miss!

Enjoy the show.

Our Guests

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

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

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

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

Follow our updates here: ⁠⁠

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

https://www.sleepingbarber.ca

Get in touch with our hosts:

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

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

Timestamps:

00:00 - Introduction to Brand Tracking and Creative Marketing

03:08 - The Evolution of Performance Marketing

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

09:04 - The Impact of Cookie Deprecation on Measurement

12:07 - Connecting Brand and Performance Marketing

14:54 - The Role of Awareness in Brand Success

17:55 - The Importance of Creative in Marketing

20:59 - Building Brand Awareness as a Startup

24:09 - Navigating Investor Expectations in Marketing

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

30:09 - Marketing Effectiveness Principles and Their Relevance

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

36:09 - The Awareness Advantage: Insights from Reports

48:07 - The Importance of Brand Awareness

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

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

01:06:04 - The Cost of Dull Advertising

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