SBP 152: The Barber's Brief - Love Over Clicks?

In this episode, Vassilis and Marc explore things that caught their attention over the last couple of weeks. Key stories they highlight include:

• Ehrenberg-Bass Is Probably Right. Until It Isn’t. A piece by G Douglas
• Why marketing’s old rules still work in a new world, by Mark Pritchard
• 7 Focus Areas as AI Transforms Search and the Customer Journey in 2026
• Love Over Clicks, by Paul Worthington

For the marketing moment, Vassilis goes into his experience at the Millennium Alliance, CMO Forum, while concluding with the 'Ad of the week' where Marc details Skip the Dishes latest advertising campaign, highlighting its innovative approach to storytelling and brand positioning.

Enjoy the show!

Takeaways

• Ehrenberg-Bass principles are evidence-based but should not be dogma.
• Creativity is essential in marketing, even in established categories.
• Mark Pritchard emphasizes timeless marketing fundamentals.
• AI is reshaping customer journeys and search behaviours.
• Brand love can lead to economic durability.
• Skip the Dishes campaign cleverly uses storytelling to eliminate conflict.
• Marketers must adapt to AI's role in their processes.
• Emotional surplus can create pricing power for brands.
• Consistency in brand messaging is crucial across channels.
• The future of marketing involves collaboration with AI.

Chapters

00:00 - Introduction to Marketing Insights

02:43 - Ehrenberg-Bass Institute and Marketing Principles

05:33 - The Importance of Creativity in Marketing

08:19 - Timeless Marketing Lessons from Mark Pritchard

11:05 - AI's Impact on Search and Customer Journey

16:21 - Navigating the New AI Landscape

22:00 - The Concept of Brand Love and Emotional Surplus

27:26 - Marketing Moment: CMO Forum Insights

33:08 - Ad of the Week: Skip the Dishes Campaign