SBP 022: Modern Marketing Dilemmas, with Mary Kyriakidi

Jan 26, 2023

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In this episode, we're joined by Mary Kyriakidi, a Global Thought Leader at Kantar and a long-time friend of the show. We delve into her modern marketing dilemmas series and explore multiple topics. The three triggers of equity, experience, and activation, the role of meaning, difference, and salience in marketing and the importance of designing engaging experiences. It was a great conversation, and we had a lot of fun recording it.

So, sit back, relax, and enjoy the show!

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Our Guest:

Follow Mary Kyriakidi on LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/

Mary's Brandberries Author Website: https://www.thebrandberries.com/author/mary-kyriakidi/

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The Sleeping Barber Podcast:

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

Follow or 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 and Links:

Modern Marketing Dilemmas Series:

What Role Does Brand Play in The Consumer Decision Journey: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-what-role-does-brand-play-in-the-consumer-decision-journey
How should marketers stand up to recession? https://www.kantar.com/north-america/inspiration/brands/modern-marketing-dilemmas-how-should-marketers-stand-up-to-recession
Where does performance marketing meet brand building? https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-where-does-performance-marketing-meet-brand-building

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Timestamps:

0:43 - Intro
2:28 - Mary’s 2022 Wish.
4:28 - The consensus around mental and physical availability for driving growth.
6:15 - The role of triggers - equity, experience, activation.
10:25 - Are all stages created equally through the eyes of the consumer?
11:45 - Equity and the relationship of annual recurring revenue
13:20 - Equity, Experience and activation vs. other models.
17:12 - Mental availability and the customer experience.
20:15 - Experience design and brands and how does it live holistically within organizations
22:21 - The happiest place on earth? Marc’s Disney experience.
25:26 - Designing experiences for your business
26:40 - Can brands sell the same products but win by differentiating on customer experience?
31:28 - Sampling products and the ability to drive long-term revenue.
32:23 - Can you increase the purchase frequency of a brand by designing an experience?
36:35 - Should marketing teams be involved in building brand experiences across departments?
41:00 - Distinctiveness and brands.
43:30 - Branding is a shortcut for the brain.
44:40 - Does re-branding happen too often?
48:10 - The influence of meaning, salience, and difference
54:30 - The evolution of marketing
55:46 - Mary’s wish for 2023
58:00 - Post-pod with Marc and V

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Where to Listen:

Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw

YouTube: https://www.youtube.com/@sleepingbarberpodcast