In this episode of the Sleeping Barber Podcast, Professor Byron Sharp discusses key marketing resolutions for 2025, emphasizing the importance of understanding consumer behaviour, the limitations of loyalty programs, and the need for evidence-based marketing practices. He shares insights from his extensive research at the Ehrenberg-Bass Institute, challenging conventional marketing wisdom and advocating for a more scientific approach to marketing strategy.

We hope you enjoy listening to this episode!

Our Guest:

Prof. Bryon Sharp: https://www.linkedin.com/in/professorbyronsharp/

Professor of Marketing Science & Director of the Ehrenberg-Bass Institute the world's largest centre for marketing research

Author of

• How Brands Grow I & II
• Textbook Marketing: Theory, Evidence & Practice
• 90+ Journal articles

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Get in touch with our hosts:

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

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Follow Our Updates:

Timestamps:

00:00 Introduction to Marketing Resolutions

02:53 Byron Sharp's Journey in Marketing Science

05:57 The Punk Rock Nature of Marketing Science

08:48 Consumer Behavior: The Weirdness of the Market

11:53 Rethinking Brand Loyalty and Customer Acquisition

15:10 The Importance of Mental Availability

18:00 Segmentation Strategies in Marketing

20:47 Assessing Metrics for Performance Tracking

38:42 Reassessing Metrics for Performance Measurement

41:25 Understanding Mental vs. Physical Availability

45:21 The Importance of Distinctive Brand Assets

47:12 Rethinking the Consumer Purchase Funnel

51:39 How Brands Go Live: A New Approach

56:54 Post-Pod with V& Marc Key Takeaways