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 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/⁠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

Welcome to another episode of The Barber’s Brief, by the Sleeping Barber Podcast! 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: https://www.linkedin.com/company/sleeping-barber/ Follow our Hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:00 - Introduction 1:18 - Mark Ritson's Annual Top Marketing Moments 10 - 5 5:56 - How Small Brands Grow 10:18 - Mark Ritson's Annual Top Marketing Moments 4-1 15:41 - Chipotle Expands Partnership with Strava 19:17 - The Marketing Moment: Questioning the Growth Dogma. A Replication Study 25:49 - Ad of the week: Apple's Heartstrings 28:45 - Coming up next week. In The News Links: Mark Riston’s Annual Top 10 Marketing Moments https://www.youtube.com/watch?v=kk9ju-avzNo How Small Brands Grow Source LinkedIn - Author Julia Skinner Link: https://shorturl.at/Kwy9Y Headline: Chipotle expands Strava tie-up globally to fuel New Year’s fitness goals Source: Marketing DiveLink: https://www.marketingdive.com/news/chipotle-strava-global-new-years-fitness-goals/736446/ Questioning the Growth Dogma: A Replication Study Ad of the Week Title: Heartstrings Advertiser Apple Agency: TWBA & Media Arts LabLink: https://www.youtube.com/watch?v=EvnJhwIwqds Apple had introduced their annual Holiday advertisement for the 2024 season at the end of November, titled “Heartstrings”, and it’s an unusually moving commercial that focuses on hearing loss and the hearing aids feature of AirPods Pro 2 (which happen to be hugely discounted on Amazon right now, if you’re in the market). In the touching and family oriented commercial, a small family is gathered around a Christmas tree opening presents, and as the father reminiscences about his daughter growing up over the years, he gets a nudge from his wife to listen to his daughter singing a rendition of “Our House” by Crosby, Stills, and Nash, where he puts in his AirPods and is able to hear her clearly.

Welcome to Another Episode of Our Barber’s Brief. In our final episode of the year, Vassilis and Marc discuss the key insights from the Cantor 2025 Trends Report, focusing on sustainability, inclusion, population growth challenges, the evolution of retail media networks, and the importance of innovation. They emphasize the need for authenticity in sustainability efforts, the business advantages of inclusivity, and the potential of retail media networks to leverage first-party data for targeted marketing. The conversation highlights the necessity for brands to adapt and innovate in a changing market landscape. 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 - Introduction to 2025 Trends Report 01:24 - Sustainability in Marketing 04:39 - The Inclusion Imperative 09:19 - Population Growth Challenges 17:17 - Retail Media Networks Evolution 25:43 - Stretching the Limits of Innovation Link to report: https://www.kantar.com/campaigns/marketing-trends

Join our hosts, Marc and Vassilis as they welcome back Elena Jasper from 'The Marketing Architects Podcast' and Conor Byrne from 'Now That's What I Call Marketing' to the "studio." In this engaging year-end review, our hosts and guests dive into standout marketing campaigns, trends in influencer marketing, and the effectiveness of various targeting strategies. They highlight successful campaigns like Budweiser's Clydesdales return and Elf Beauty's bold marketing approach while debating the future of influencer marketing and the critical role of first-party data. The conversation also explores broad targeting strategies, brand purpose vs. performance marketing, and the impact of diversity campaigns amidst cancel culture. Furthermore, they discuss the evolution of large language models (LLMs) and their marketing implications, alongside Jaguar's controversial rebranding strategy and its effect on brand loyalty. Wrapping up, they share predictions for 2025, focusing on emerging trends in media and marketing, the rise of AI in creative processes, and the importance of nuanced marketing strategies in a dynamic landscape. This episode is packed with insights, predictions, and vibrant debates you won't want to miss! Our Guests: Elena Jasper: VP of Marketing @ Marketing Architects and Podcast Host of The Marketing Architects https://www.linkedin.com/in/elenajasper/ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Senior Marketing Director and Podcast of 'Now That's What I Call Marketing' 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/⁠ 0:00 - Introduction and Year in Review 04:50 - Campaigns of the Year 14:45 - Bullish or Bearish: Marketing Trends 33:05 - Marketing Surprises of the Year 48:50 - Predictions for 2025: Media and Marketing Trends Links: Marketing Architects https://podcasts.apple.com/ca/podcast/the-marketing-architects/id1679048313  That’s What I Call Marketing https://www.thatswhaticallmarketing.com/  Sleeping Barber https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324   Filipe Thomaz Report https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes-oxford-uni-professor-says-byron-sharp-and-ehrenberg-bass

This is a special episode of the Barber's Brief, where Marc and Vassilis celebrate their 100th episode of the Sleeping Barber Podcast, while still diving into the latest marketing and business news. A small twist to the marketing moment, where they spotlight the Podcast, its origin, vision and direction moving forward. 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 - Introduction 03:32 - US Black Friday Results 06:34 - Jaguar's Bold Rebranding 10:36 - Critique of Jaguar's Marketing Strategy 20:20 - DOJ Recommendations for Google. Sell Chrome! 27:24 - Marketing Moment: Our Podcast In The News Links: US Black Friday Spending In store & online rose by 3.4% https://www.reuters.com/business/retail-consumer/black-friday-data-shows-us-shoppers-spent-108-bln-online-2024-11-30/ Jaguar releases a concept for its new EV model after a controversy over its rebranding — which didn't feature a car. Link: https://www.businessinsider.com/jaguar-releases-concept-car-after-controversial-rebranding-campaign-woke-2024-12 Advertising Malpractice at Jaguar - Roger Martin https://rogermartin.medium.com/strategy-branding-30fcb644ecc8 DOJ: Google must sell Chrome to end monopoly Link: https://techcrunch.com/2024/11/20/doj-google-must-sell-chrome-to-end-monopoly/

Marketing may involve running campaigns, tracking pricing, or creating brands, but let’s face it—marketers spend a lot of time building decks. From pitching ideas and asking for funding to reporting results or outlining strategies, we rely on presentations to drive action. Yet, no idea gains traction if it isn’t understood. That’s why communication and presentation skills are essential. In this episode, Nancy Duarte shares her insights on crafting persuasive presentations and mastering effective communication. Enjoy the show! Our Guest: Nancy Duarte https://www.linkedin.com/in/nancyduarte/ CEO & Principal @ Duarte, Inc. - Creative Services & Presentation Skills Training Author of 6 books & contributor to numerous publications like HBR, NYT, Wall Street Journal, Wired Her TED Talk - The Secret Structure of Great Talks has well over 3M views A client list that looks like the S&P500 listing - Apple, Hubspot, Walmart, Salesforce, Visa, Workday etc 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/ Background Research & Literature: Duarte, Inc. https://www.duarte.com/ TEDx The Secret Strucutre of Great Talks https://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks  Books https://www.duarte.com/resources/books/ Create Slides People will Remember https://www.youtube.com/watch?v=OeV2fHEM4RI  Timestamps: 0:00 - Intro to Nancy Duarte 3:35 - Nancy’s career path to Presentation Agency Owner 6:38 - A presentation that won an Academy Award   9:35 - The challenge with most presentations 12:40 - How to amplify the connection to your audience 15:22 - Building decks is different from persuasive communication 19:00 - The importance of unpacking visuals 20:35 - Slideshows vs. Slidedocs    24:00 - Communication is evolving, PPT is just a tool   26:55 - How data has changed presentations 29:55  - Design implications with data 33:19 - The structure of great talks 37:42 - Why objections can improve your presentations  41:38 -  Poking holes before presenting 43:45 - The Duarte Method: Story, Visuals, Delivery & Empathy 47:19 - Presenters need to think more like a helicopter than a train 49:40 - The big Aha’s for great presentations 51:54 - Learning more about Nancy 55:21 - Post-pod with V and Marc

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 - Introduction 00:51 - Why Tide is shifting to social-first marketing for its latest NFL blitz. 03:47 - Spotify takes aim at YT with a new revenue-sharing platform for creators. 06:07 - Google to halt political ads in EU over new regulations. 10:07 - US Ad spend managed by agency holding companies. 14:15 - 2024 CeraVe's Super Bowl Stunt: A Humorous Take on Brand Awareness. 14:15 - Ad of the Week - VW, Think Small In The News Links: Title: Why Tide is shifting to social-first marketing for its latest NFL blitz - https://www.marketingdive.com/news/tide-tackles-NFL-marketing-campaign-social-creator-content/732597/ Spotify takes aim at YT with a new revenue-sharing platform for creators - https://www.businessinsider.com/spotify-battles-youtube-with-new-creator-video-revenue-sharing-program-2024-11 Google to halt political ads in EU over new regulations - https://searchengineland.com/google-halt-political-ads-eu-448336 US Ad Spend managed by agency-holding companies, Shane O’Leary - https://www.linkedin.com/posts/shane-o-leary-1660_sometimes-you-see-a-graph-or-piece-of-data-activity-7261356951370895360-BMSB

In this episode, we're excited to welcome back our returning guest, Roger Martin, and he's brought along two brilliant co-researchers/authors, Mimi Turner and Jann Martin Schwarz! They’re here to share insights from the latest Promise to the Customer (PTTC) research by WARC and The B2B Institute. Last year, Roger joined us to discuss findings from a B2C dataset, but this time, it’s all about B2B. So grab a seat, plug in your earbuds and join us as we dive into what really matters to business customers today—direct from the experts. Our Guests Roger Martin - https://www.linkedin.com/in/roger-martin-9916911a9/ The World’s Authority on Strategy Named #1 Management Thinker by Thinkers50 Trusted strategy advisor to CEOs of the biggest companies on the planet like P&G, Lego, Ford Author of 13 books & 34 HBR articles including Playing to Win: How Strategy Really Works Mimi Turner - https://www.linkedin.com/in/mimi-turner/ Head of Marketplace Innovation with LinkedIn LMS Fellow @ The B2B Institute Jann Martin Schwarz - https://www.linkedin.com/in/janns/ Founder of The B2B Institute, Sr. Director Marketplace Innovation 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 0:57 - Introduction to Mimi, Jann & Roger 3:05 - How LinkedIn is shaping the understanding of B2B marketing 5:00 - Defining & examples of a promise to the customer (PTTC)  8:40 - Linking PTTC to strategy 10:53 - Why PTTC matters  14:40 - PTTC isn’t just for big brands 18:47 - The link between PTTC and a winning aspiration in business strategy 20:39 - Why PTTC can help brands differentiate 24:08 - PTTC examples with Sage ERP B2B SaaS  26:20 - how PTTC can improve ad creative 27:55 - Why PTTC works 32:50 - PTTC is more than an ad campaign 35:14 - Aligning sales & marketing to simplify the buyer’s experience  38:43 - PTTC impact on ABM & targeting  41:52 - Customer promises make the customer-company relationship tangible  44:20 - Business isn’t personal?  46:20 - The real job of B2B marketers  50:17 - How you know when you’ve got a brand 51:40 - The importance of knowing a brands before buying 54:58 - Brands are like blame insurance in decision making   57:20 - Roger: the most striking finding from this research 1:00:45 - Jann: the most striking finding from this research 1:03:55 - Mimi: the most striking finding from this research 1:05:41 - how P&G used PTTC to evaluate campaigns 1:10:08 - Post-pod with V, Marc & MIMI! Links & References The B2B Institute - https://business.linkedin.com/marketing-solutions/b2b-institute Making a Promise to the Business Customer - https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-business-customer Full Research Library - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research?selectedFilter=all-categories The Product Delusion - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/the-product-delusion Roger Martin Website https://rogerlmartin.com Medium https://rogermartin.medium.com/ SBP - PTTC 2023 episode with Roger https://podcasts.apple.com/ca/podcast/sbp-040-making-a-promise-to-the-customer-with-roger-martin/id1609811324?i=1000631039119

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 - Introduction 01:25 - Is influencer marketing right for you? 04:24 - lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection. 08:18 - Moo Deng will Die. Your brand needs to be immortal. 12:08 - ChatGPT search officially launches 18:26 - The Marketing Moment: Heinz Ketchup, It has to be Heinz. 25:21 - Ad of the Week - Apple, Write Smarter. In The News Links: Is influencer marketing right for you? Dr. Grace Kite https://www.linkedin.com/posts/magic-numbers-co_is-influencer-marketing-right-for-you-the-activity-7254761570923069441-iknX YouGov findings: https://business.yougov.com/content/50275-from-kitchen-to-closet-nearly-three-in-five-users-find-fashion-and-food-influencer-advice-helpful lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection Source: https://corporate.lululemon.com/media/our-stories/2024/lululemon-and-fanatics-partner-with-nhl Moo Deng will Die. Your brand needs to be immortal Andrew Tindall on The Drum Source: https://www.thedrum.com/opinion/2024/10/24/moo-deng-will-die-your-brand-needs-be-immortal ChatGPT search officially launches Source: Techcrunch Link: https://searchengineland.com/chatgpt-search-officially-launches-447919 The Marketing Moment: Heinz Ketchup: It has to be Heinz WARC Cannes Creative Lions Grand Prix, Creative Effectiveness Lions Agency - Rethink Canada https://info.canneslions.com/the-official-cannes-lions-2024-wrap-up-report/creative-impact Ad Of The Week: Title: Write Smarter Advertiser: Apple Link: https://youtu.be/3m0MoYKwVTM?list=TLGGnLWpSYG3DtwwNTExMjAyNA The latest Apple ad, ‘Write Smarter,’ follows an office worker using the tech giant's Intelligence system on his iPhone 16 Pro to refine his usually casual emails into polished, professional messages, much to the surprise of his boss, who seems a bit perplexed by the sudden shift in tone.

Welcome to another episode of the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Peter Weinberg. AI is the biggest topic of the past two years. When you combine that with the science behind evidence-based marketing principles and the discipline of Market Research you get Evidenza. Our Guest: Peter Weinberg Co-Founder, Evidenza https://www.linkedin.com/in/weinbergpeter/ 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 0:56 - Introduction to Peter Weinberg 1:59 - What is synthetic research? 3:45 - Three phases of Peter’s career 7:03 - Leading on cutting edge thinking & technology 9:30 - 5/95 Rule 10:50 - Segmenting the market for AI-based research 13:04 - Thinking about Category Entry Points for Evidenza 15:38 - How to create synthetic personas 17:58 - A word from our sponsor - Quatical 19:19 - The speed and flexibility advantage of Synthetic-research 22:00 - Augmenting traditional market research 23:35 - Building CFO ready marketing strategy 25:48 - Using AI to solve TAM, SAM and SOM 27:23 - Correcting for hallucinations 30:24 - Error in AI v. traditional surveys 32:01 - Improving accuracy of synthetic research 33:51 - The opportunity and limitations of synthetic research 35:42 - Product Market Fit for Evidenza 37:38 - AI can be used for much more than copywriting 39:03 - How a background in marketing influences business operations 43:29 - Most growth comes from new customers 45:25 - Opportunity to financialize marketing plans 46:57 - Why marketers need to learn financial language 47:58 - Learn more about Evidenza 48:37 - Post pod with V and Marc