The Sleeping Barber - A Business and Marketing Podcast

SBP 012: The Laws of Marketing with, Dr. Nicole Hartnett

Jul 21, 2022

01:33:30

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Highlights

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Episode notes

Is There a Border Condition for That?

05:05

How Smaller Brands Are More Dependent on Light Buyers

02:26

The Light Versus the Heavy

02:12

Introduction

5min

Subscription Markets - Are They a Repertoire Market?

2min

The Difference Between a Repertoire and a Subscription Market

5min

The Biggest Challenge for Brands Is to Increase Your Perceivency

2min

Why Aren't People So Fixated on Loyalty?

2min

Light Buyers

5min

How to Grow a Brand's Customer Base

2min

Light Buyers Are Your Business Travellers

2min

I'm a Light Buyer, and I've Got a Loyal Base

4min

10.

Private Labels vs. National Brands in Australia?

4min

11.

Reach vs Frequency - The Age Old Question

2min

12.

How to Create Effective Meteor Planning With Continuity Overtime

3min

13.

Is There a Border Condition for That?

5min

14.

Advertising Effects Decay

6min

15.

How Smaller Brands Are More Dependent on Light Buyers

2min

16.

How Do We Build Longevity?

2min

17.

Building a Distinctive Asset

6min

18.

I've Found That if You're a Woman, You Should Be Using a Man's Soap

2min

19.

Branding Is Not Necessary, but Insufficient Condition for for Marketing Success

2min

20.

Do You Have a Strong Branding Asset?

2min

21.

Brand Awareness Is at Its Core

5min

22.

How Can People Find Out More About Me?

2min

23.

What's Up as Down, What Is Up Is Left?

2min

24.

Are You Positioning for That Ten % or for the 90 %?

2min

25.

The Heavy Buyers of to Day Are Fleeting, Right?

2min

26.

The Duplication of Purchase Laws

2min

27.

Do You Have a Loyalty Strategy?

3min

28.

Personalization Isn't a Marker.

2min

29.

The Light Versus the Heavy

2min

30.

Is Personalization the Next Big Thing?

3min

31.

Is Levis a Brand Czar?

2min

32.

Building Longevity Into Your Brand

2min

33.

The Doful Difference Model Framework

2min

In this week's show, we welcome Dr. Nicole Hartnett, Senior Marketing Scientist from the Ehrenberg-Bass Institute for Marketing Science. We discuss the laws of marketing, what happens to brands when you stop advertising, how to build strong brands on distinctive assets, and even spend time discussing loyalty myths. Nicole shares a lot of insights that we know you will find valuable!

Enjoy the show!

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Our Guest:

Follow Dr. Nicole Hartnett on LinkedIn: https://www.linkedin.com/in/nicole-hartnett/.

Ehrenberg-Bass Institute: https://www.marketingscience.info/

Marketing: Theory, Evidence & Practice: https://www.amazon.ca/Marketing-Evidence-Practice-Byron-Sharp/dp/0195590295/ref=asc_df_0195590295/

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The Sleeping Barber Podcast:

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

Get in touch with our hosts:

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

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

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Literature:

When Brands Stop Advertising: https://www.marketingscience.info/when-brands-stop-advertising/

Marketers' Intuitions about the Sales Effectiveness of Advertisements:

https://www.researchgate.net/publication/304764587_Marketers'_Intuitions_about_the_Sales_Effectiveness_of_Advertisements

How Brands Grow: https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560/ref=asc_df_0195573560/

How Brands Grow Part 2: https://www.amazon.ca/How-Brands-Grow-Emerging-Services/

Building Distinctive Brand Assets: https://www.amazon.ca/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/

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Timestamps:

1:00 - Intro to Nicole
3:19 - The difference between repertoire and subscription markets
9:34 - Loyalty myths, the law of double jeopardy & why market penetration matters
13:55 - What influenced our fixation on loyalty
16:14 - Law of buying frequencies: why light category buyers are important
22:55 - Time & the illusion of solely loyal customers
26:29 - Penetration, the sustainable root to growth, is driven by mental & physical availability
29:58 - Proof of physical availability - private label substitutions from retailers
32:08 - Reach versus frequency - why reach is non-negotiable and the diminishing returns of high frequency
35:35 - How accurate are these laws?
41:20 - Ads don’t work on me: what happens when brands go dark
50:40 - Building solid brands through distinctive assets
55:20 - What makes a great ad - the Old Spice case study
1:01 - The difference between creativity and branding
1:04:03 - Why Nike needs to reconnect the Name with the Swoosh
1:05:38 - Brand awareness and category entry points
1:08:44 - How to contact Nicole
1:10:00 - Post-Pod discussion with V and Marc