Sleeping Barber - A Marketing Podcast

In this episode of The Sleeping Barber, Charlotte Blank, US CMO of Jaguar Land Rover, shares how the brand balances heritage with modern luxury. She explores the power of creative advertising, the role of psychological research in understanding consumers, and how marketing science supports strategic decisions. The conversation also dives into the Jaguar rebrand, the success of the Range Rover Sport campaign with Theo James, and the need for evidence-based, data-driven marketing to justify spend and deliver a seamless customer experience.Enjoy the show!Our GuestCharlotte BlankUS CMO at Jaguar Land Rover North AmericaMember Board of Trustees, Advertising Research Foundation (ARF)Advisory Board Member, Penn Master of Behavioural and Decision SciencesHarvard, MBAhttps://www.linkedin.com/in/charlotte-blank/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/⁠Timestamps00:00 Introduction to Jaguar Land Rover's Marketing Strategy02:58 Balancing Heritage and Modern Luxury06:08 The Role of Marketing Science in Decision Making08:58 Charlotte Blank's Unique Career Path12:06 Behavioural Science and Marketing Insights14:53 Understanding Consumer Behaviour Through Psychological Research17:59 The Impact of Creative Effectiveness on Brand Growth21:10 The Range Rover Sport Campaign with Theo James23:55 Adapting Marketing Strategies for Different Markets26:58 Evidence-Based Marketing and Its Impact on Performance34:36 The Importance of Creative Advertising36:11 The Jaguar Rebrand: A Bold Move42:11 Understanding Consumer Psychology48:01 Marketing Challenges and Solutions51:25 Final Thoughts and InsightsBackground Research & Links:TEDx - Lead like a Scientist https://www.ted.com/talks/charlotte_blank_lead_like_a_scientist_experiments_are_key_to_unleashing_potential?Sell Luxury without a product https://www.cmswire.com/digital-marketing/cmos-can-you-sell-luxury-without-a-product-jaguars-doing-it/Copy Nothing https://www.youtube.com/watch?v=rLtFIrqhfng&t=1sRange Rover - Theo James https://www.youtube.com/watch?v=kwma55CDO9UBest Q3 Ever https://www.automotiveworld.com/news-releases/jlr-delivers-robust-q3-financial-performance-with-best-q3-revenue-on-record/Pause Exports to US https://www.reuters.com/business/autos-transportation/uks-jaguar-land-rover-pause-shipments-us-over-tariffs-times-says-2025-04-05/

Welcome to another episode of The Barber’s Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!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 - Introduction01:28- Consumer Behaviour Insights from Amazon04:33 - Digital Marketing and Incrementality Challenges08:36 - NBA Viewership and Streaming Trends12:56 - Liquid Death's Strategic Market Exit17:16 - Peloton's Business Model Evolution22:26 - Puma's Bold Campaign Launch24:27 - Upcoming Episode Preview with Jaguar Land Rover CMO

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 @ Kantarhttps://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/⁠Timestamps00:00 Introduction to the Podcast and Guest01:40 Inspiration Behind the CMO Series04:24 Mary's Journey to Global Thought Leader05:26 Kantar's Research Focus and Paradigm Shift09:36 Understanding Future Power and Meaningful Difference12:01 The Drivers of Future Power15:00 Mental vs. Physical Availability in Branding18:01 Accelerators for Growth in Branding22:04 Finding New Space for Brands24:20 The Link Between Pricing and Brand Strength24:50 Understanding Pricing Power and Elasticity27:40 The Importance of Brand Positioning29:02 Willingness to Pay and Perceived Differences32:12 Aligning Brand Value with Pricing Strategy35:01 Influencing Budget Decisions in Marketing39:11 The Role of Brand Trackers in Marketing StrategyBackground 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-growthhttps://www.kantar.com/inspiration/brands/how-can-you-approach-the-cfo-to-argue-for-greater-investment-in-your-brandhttps://www.kantar.com/inspiration/brands/diary-of-a-cmo-i-am-a-small-brand-with-big-dreams-how-can-i-grow-fasterhttps://www.kantar.com/inspiration/brands/diary-of-a-cmo-is-your-categorys-ceiling-coming-down-on-youhttps://www.kantar.com/inspiration/brands/Diary-of-a-CMO-How-can-I-protect-my-brand-against-copycatshttps://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-the-secret-recipe-to-combat-private-labelhttps://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-marketings-contribution-to-profithttps://www.kantar.com/north-america/expertise/brand-growth/brand-tracking

Welcome to another episode of The Barber’s Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!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 - Introduction01:04 - Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data Practice03:55 - VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion Industry08:14 - The Next Wave of Search: AI Mode, Deep Research, and Beyond18:18 - Marketing Moment - Fragment Forward: Five Key Trends Shaping 202523:12 - Ad of the week: Fiverr - Nobody Cares a 1:20 Musical 25:35 - Coming up next week.In The News Links:Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data PracticeLink: https://lbbonline.com/news/transparency-compliancy-and-adaptability-the-three-pillars-of-a-strong-data-practice VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion IndustryLink:https://www.forbes.com/sites/josipamajic/2025/03/24/vcs-wake-up-to-vibe-marketing-ai-reshaping-the-250-billion-industry/aos/The Next Wave of Search: AI Mode, Deep Research, and BeyondLink: https://searchengineland.com/search-ai-mode-deep-research-453744CEO Study on Marketing & the CMOhttps://www.forbes.com/sites/rogerdooley/2025/03/24/new-cmo-study-ceo-trust-rises-but-strategic-influence-drops/The Marketing Moment:Epitaph Group Unveils Thought-Provoking Stunt to Drive Change Within the Media IndustryLink: https://lbbonline.com/news/epitaph-group-unveils-thought-provoking-stunt-to-drive-change-within-the-media-industryAd Of The Week:Oatly Creamers presents Fancy Parking Lot Coffee.https://www.youtube.com/watch?v=HirRb7gD8ys&t=2s

In our latest episode of The Sleeping Barber Podcast, we welcome Jeremy Miller, President of Sticky Branding.Jeremey breaks down revenue gaps and shows how businesses can turn them into opportunities for growth. He introduces the slingshot strategy for rapid acceleration in uncertain times, emphasizing market validation and customer needs.We also discuss the Play to Win framework, the dangers of rebranding without a strong foundation, and why real marketing goes beyond advertising.If you’re looking for actionable insights on branding, strategy, and sustainable growth, this one’s for you!Our GuestPresident of Sticky Branding - Brand Consulting Firm with offices in Toronto, Rochester & Cape Townhttps://www.linkedin.com/in/jeremymiller/≠Author of Sticky Branding https://www.amazon.com/dp/1989025889/ref=tsm_1_fb_lkAnd Brand New Name https://www.amazon.com/dp/1989025609/ref=tsm_1_fb_lk Follow our UpdatesFollow 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/⁠Timestamps00:00 - Introduction to Revenue Gaps03:10 - Understanding Revenue Gaps06:10 - The Slingshot Strategy Explained08:51 - Market Validation and Sales Sprints12:03 - Adapting Products and Services14:53 - The Role of Marketing in Revenue Gaps18:02 - Building Capabilities for Growth21:09 - Case Studies: Success Stories24:09 - Challenges in Market Pivoting26:53 - The Importance of Customer Intimacy29:52 - Conclusion and Key Takeaways42:56 - Understanding the 3% Rule in Marketing45:11 - The Importance of Brand Relationships46:24 - Navigating Market Competition and White Space48:39 - The Role of Brand Accelerators49:31 - Rebranding: Risks and Strategies52:47 - Creating Competitive Advantages through Branding56:46 - The Evolution of Brand Strategy01:01 - Post pod with Marc and V

Welcome to another episode of The Barber’s Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!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 - Introduction01:07 - Pepsi buys Poppi Prebiotic soda for $1.95B03:15 - The Death of Attention Economy11:10 - Appealing to Canadian Pride in Ads is a Delicate Dance13:50 - The Future of Retail Media Networks16:40 - Marketing Moment - IPA on Making Effectiveness Work22:50 - Ad of the week: Lewis Hamilton recreates Ferrari scene from Ferris Bueller’s Day Off 25:03 - Coming up next week.In The News Links:Pepsi buys Poppi Prebiotic soda for $1.95Bhttps://www.cbc.ca/news/business/pepsico-poppi-prebiotic-soda-deal-1.7485690The Death of the Attention Economyhttps://www.linkedin.com/posts/rabbott3_the-biggest-lie-in-marketing-that-brand-activity-7306409193912115200-4NdS/?utm_medium=ios_app&rcm=ACoAAARF80ABNFBSYHcGw43pb1pcTsFzZIHvvIY Tariff’s Impact: Globe & Mail A soup company’s discovery: appealing to Canadian pride in ads is a delicate dance https://apple.news/ATRyWE3a8REeETF05ELGGDgThe Future of Retail Media Networkshttps://www.marketingdive.com/news/the-future-retail-media-networks-heres-what-the-numbers-say/742455/The Marketing Moment:Free Report from IPA on Making Effectiveness Work - October 2024 - https://ipa.co.uk/knowledge/publications-reports/making-effectiveness-workAd of the weekLewis Hamilton recreates Ferrari scene from Ferris Bueller’s Day Offhttps://www.youtube.com/watch?v=Ra9J0TES0DA&t=6s In the spot to mark his highly-publicized move from Mercedes to Ferrari, the driver adopts the character of the garage employee who takes Bueller’s Ferrari for a joyride through the streets of Chicago.The spot features Hamilton's favourite Ferrari 250 GT California Spyder car.

In this episode of The Sleeping Barber Podcast, we sit down with Paul Dervan, Head of Brand Marketing at Miro and author of Run With Foxes, to explore the evolving world of marketing in the age of AI. Paul shares his insights on evidence-based marketing, learning from failures, and the challenges of navigating marketing metrics effectively.We dive into the shifting landscape of marketing communications, the role of customer insights, and how brands can use micro-segmentation and category entry points to refine their strategies. The conversation also unpacks AI’s transformative impact on creative processes, the future of AI-driven marketing teams, and the growing need for AI literacy in the workplace.Join us as we discuss the intersection of AI, marketing, and storytelling—where technology enhances creativity, but the human touch remains irreplaceable.Our GuestPaul Dervan - Head of Brand Marketing @ MiroAuthor of Run With Foxes: Make Better Marketing Decisions https://www.linkedin.com/in/pauldervan/https://www.amazon.ca/Run-Foxes-Better-Marketing-Decisions/dp/085719772XMiro: The Innovation Workspace https://www.youtube.com/watch?v=pqaSH1Ibw-gMonster Problem? Solve Anything, Together https://www.youtube.com/watch?v=shy3tqvHb4g 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/⁠TimestampsChapters00:00 Introduction to the Podcast and Guest02:49 The Importance of Distinctive Assets in Branding05:58 Paul's Journey to Evidence-Based Marketing08:59 Mistakes in Marketing and Learning from Them12:02 Navigating Marketing Metrics and Decision-Making14:52 Leading Brands in an AI World17:59 Miro's Evolution as a Collaboration Tool28:05 Navigating Change in Marketing Communications29:50 Understanding Customer Insights for Effective Marketing31:52 Micro Segmentation vs. Category Entry Points35:02 The Role of Category Entry Points in Marketing Strategy40:25 AI's Impact on Creative Processes50:17 The Future of AI Agents in Marketing01:03:25 The Evolution of Podcasting and AI01:06:45 Democratization of Content Creation01:08:35 Understanding Marketing Metrics and AI01:10:38 AI Literacy and Competitive Advantage01:12:33 Integrating AI into Business Workflows01:15:35 The Role of AI in Creative Processes01:17:04 Category Entry Points in Marketing01:20:22 The Future of Segmentation and Targeting01:23:06 Human Element in Storytelling and AI01:26:51 Closing Thoughts on AI and MarketingBackground Research & Links:https://claude.ai/https://elevenlabs.io/https://www.make.com/en https://relevanceai.com/ https://www.perplexity.ai/https://notebooklm.google/https://www.lipdub.ai/pricing-page https://getimg.ai/ https://openai.com/index/sora/https://runwayml.com/

Welcome to another episode of The Barber’s Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!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:00:49 - Brand Recognition Trumps Rankings: New SEO Data Reveals Consumer Trust Patterns04:59 - Clear briefs help marketers confront the chaos of advertising07:08 - Adalytics Goes Public with First Named Client Partnership10:43 - Guess What? Nobody and Everybody Cares About AI15:00 - Marketing Moment - Fragment Forward: Five Key Trends Shaping 202523:12 - Ad of the week: Fiverr - Nobody Cares a 1:20 Musical 25:35 - Coming up next week.In The News Links:Brand Recognition Trumps Rankings: New SEO Data Reveals Consumer Trust PatternsLink: https://searchengineland.com/brands-search-results-survey-452789Clear briefs help marketers confront the chaos of advertisingLink: https://www.marketingweek.com/clear-briefs-confront-chaos/Adalytics Goes Public with First Named Client PartnershipLink: https://adage.com/article/digital-marketing-ad-tech-news/ad-tech-watchdog-adalytics-publicizes-quad-paying-client/2603756 Guess What? Nobody and Everybody Cares About AIhttps://investors.fiverr.com/news-releases/news-release-details/guess-what-nobody-and-everybody-cares-about-aiThe Marketing Moment:Fragment Forward: Five Key Trends Shaping 2025The Contagious IQ Download 2024 / https://www.contagious.com/reports-and-webinars/the-contagious-iq-download-2024Ad Of The Week:Fiver - Nobody Cares - A Musicalhttps://youtu.be/hJYvwmodYIU?si=O2mIDhiUQxoxf8akKey Points:A great example of an entertaining B2B ad with the use of humour.Fiver built this in-house, while also using insights from their report.The campaign emphasizes the importance of human expertise in maintaining high-quality results when integrating AI

In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros dive into the art of creativity with Karen Pierce and Morgan Tierney from the award-winning Canadian agency, Rethink.They explore the role of creativity in marketing, Rethink’s distinctive Crafts Framework, and how it fuels their success. The conversation delves into the power of strong partnerships, the nuances of brand storytelling, and real-world applications of their strategies—featuring standout campaigns for WestJet, TELUS, and Heinz.They also tackle the challenges of navigating bureaucracy in the creative process and discuss why curiosity is essential for breakthrough ideas.Don’t miss this insightful episode—enjoy the show!Our Guests:Karen Pearce - GM of Rethink Vancouverhttps://www.linkedin.com/in/karengpearce/Morgan Tierney - Executive Creative Director @ Rethink Vancouverhttps://www.linkedin.com/in/morgan-tierney-19353943/ Follow Our Updates:⁠⁠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/⁠\Timestamps00:00 Introduction to Rethink and the Power of Creativity02:46 The Importance of Creative Impact in Marketing05:58 Understanding the Crafts Framework08:51 Rethink's Success and Agency Values12:01 Building Partnerships for Creative Success14:50 Key Requirements for Effective Advertising17:57 Crafts Framework Explained21:01 Real-World Applications of the Crafts Framework24:02 Case Studies: WestJet and Heinz29:54 Innovative Campaigns and Their Impact38:44 The Power of Distinctive Brand Assets41:47 Emotional Storytelling in Commoditized Markets45:03 Navigating Bureaucracy in Creative Processes49:06 Building Trust and Effective Client Relationships52:55 The Importance of Curiosity in Creativity57:51 PostPod with V & Marc Background Research & Links:Rethink the Business of Creativity https://www.amazon.ca/Rethink-Business-Creativity-Ian-Grais/dp/1773271059Kantar - Top 10 Drivers of Ad Profitability https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-thinkOne Way Trips to Canada https://www.rollingstone.com/product-recommendations/lifestyle/best-cheap-flights-to-canada-travel-trends-1235155422/Taylor Swift - Seemingly Ranch https://www.today.com/food/news/taylor-swift-seemingly-ranch-heinz-rcna117724Heinz Ketchup Fraud https://www.contagious.com/iq/article/insight-strategy-ketchup-fraudCoors Light & Shohei Ohtani https://www.thedrum.com/news/2024/10/07/how-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment

Welcome to another episode of The Barber’s Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!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:00:49 - Is X winning back advertisers?03:53 - Google Testing 'AI Mode" internally.06:53 - Unlocking the next frontier of personalized marketing.11:43 - Why humour in advertising works.14:54 - Marketing Moment - Choosing the wrong pricing strategy can be costly19:41 - Ad of the week: New Head of CeraVeIn The News Links:Elon Musk's X is winning advertisers new and old — but the comeback has a long way to go https://www.businessinsider.com/elon-musk-x-advertising-spending-data-analysis-mixed-recovery-2025-2Google Search testing ‘AI Mode’https://searchengineland.com/google-search-testing-ai-mode-451672 Unlocking the next frontier of personalized marketing https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-the-next-frontier-of-personalized-marketingHumour in advertising works.https://lnkd.in/diRqTWKaQuick glance: https://www.warc.com/content/feed/Why_humour_in_advertising_works_and_how_brands_can_use_it_more/10268The Marketing Moment:Choosing the Wrong Pricing Strategy Can Be a Costly Mistakehttps://faculty.wharton.upenn.edu/wp-content/uploads/2012/12/Hussain-EAP.pdf https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/choosing-the-wrong-pricing-strategy-can-be-a-costly-mistake/Ad Of The Week:Anthony Davis is the Head of Ceravehttps://youtu.be/DME907CSSt8https://www.prnewswire.com/news-releases/cerave-announces-new-head-of-cerave-hair-campaign-featuring-charli-damelio-anthony-davis-and-paige-bueckers-302375432.html CeraVe has launched "Head of CeraVe," a new campaign addressing the fact that while dandruff affects 1 in 5 Americans, only 40% seek treatment.The campaign features social media star Charli D'Amelio, NBA player Anthony Davis, and UCONN basketball player Paige Bueckers, who each shared viral moments highlighting scalp health issues. The campaign includes a Saturday Night Live collaboration featuring a parody metal band called "Naumôre Dandruf." CeraVe is promoting their new Anti-Dandruff Shampoo and Conditioner line, which contains 1% Pyrithione Zinc and their signature ceramide blend. The campaign also includes a sweepstakes offering winners trips to see Broadway shows, Mavericks games, or UCONN games, along with product giveaways.