SBP 116: Unlocking Future Power in Branding. With Mary Kyriakidi.

In this episode of The Sleeping Barber Podcast, hosts Mark Binkley and Vasilis Douros are joined once again by Mary Kirikiri, global thought leader at Kantar. They explore insights from Mary’s CMO series, diving into future power, meaningful difference, and pricing strategy. The conversation covers how brand equity drives growth, the link between pricing power and perceived value, and why evidence-based marketing is essential for long-term success. From brand salience to pricing elasticity, this episode unpacks the tools marketers need to influence both consumers and the boardroom.

Our Guest:

Mary Kyriakidi

Global Thought Leader @ Kantar

https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/

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/⁠

Timestamps

00:00 Introduction to the Podcast and Guest

01:40 Inspiration Behind the CMO Series

04:24 Mary's Journey to Global Thought Leader

05:26 Kantar's Research Focus and Paradigm Shift

09:36 Understanding Future Power and Meaningful Difference

12:01 The Drivers of Future Power

15:00 Mental vs. Physical Availability in Branding

18:01 Accelerators for Growth in Branding

22:04 Finding New Space for Brands

24:20 The Link Between Pricing and Brand Strength

24:50 Understanding Pricing Power and Elasticity

27:40 The Importance of Brand Positioning

29:02 Willingness to Pay and Perceived Differences

32:12 Aligning Brand Value with Pricing Strategy

35:01 Influencing Budget Decisions in Marketing

39:11 The Role of Brand Trackers in Marketing Strategy

Background Research & Links:

Blueprint for Brand Growth: https://www.kantar.com/campaigns/blueprint-for-brand-growth?

Some links to the diary are below:

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-what-is-the-blueprint-for-brand-growth

https://www.kantar.com/inspiration/brands/how-can-you-approach-the-cfo-to-argue-for-greater-investment-in-your-brand

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-i-am-a-small-brand-with-big-dreams-how-can-i-grow-faster

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-is-your-categorys-ceiling-coming-down-on-you

https://www.kantar.com/inspiration/brands/Diary-of-a-CMO-How-can-I-protect-my-brand-against-copycats

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-the-secret-recipe-to-combat-private-label

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-marketings-contribution-to-profit

https://www.kantar.com/north-america/expertise/brand-growth/brand-tracking