Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more.

This episode will not disappoint.

Enjoy the show.

Our Guest:

Roger’s Website: https://rogerlmartin.com/

LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/

Medium Blog: https://rogermartin.medium.com/

Thinkers 50: https://thinkers50.com/biographies/roger-martin/

HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

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:

HBR Articles

https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated

Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9

Timestamps

0:44 - Intro

5:01 - Results from the Promise to the Customer (PTTC) report

6:59 - The difference between a brand promise and a PTTC

9:01 - Only 40% of campaigns include a PTTC

9:45 - A brand promise isn’t as powerful

11:48 - Small brands can also benefit from PTTC

13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is

16:45 - Eliminating bias in the WARC database and research methodology

19:06 - The hypothesis of what makes a brand. ie. FedEx

24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns

26:12 - Snickers: How to correctly build on a PTTC

28:45 - Why this is the most striking research result in Roger’s career

30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career

34:33 - Walmart’s Everyday low prices is a PTTC

35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico

40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet

43:27 - How P&G used the PTTC framework to evaluate their ad creative

49:44 - Why a PTTC can organize and align an entire company

52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate

57:45 - Customer loyalty is overrated, focus on habit instead

1:00:02 - Social media buzz is NOT a good indicator of PTTC success

1:04:04 - The first thing a CMO can do to benefit from the PTTC findings

1:06:15 - What’s coming with the PTTC framework

1:08:40 - Find out more about Roger (use the L.)

1:10:55 - Our best compliment ever

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

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