Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ In The News Ad Age: American Airlines Fired Exec After a Marketing Change Aliented Corporate Clients Link: https://adage.com/article/marketing-news-strategy/american-airlines-fired-chief-commercial-officer-vasu-raja-after-marketing-strategy-change/2562716 Paul Worthington Newsletter - Off Kilter - Oops, AI did it again Looking at some of the failings of AI Link: https://www.invencion.com/off-kilter Fast Company - How Amazon created a winning streaming formula: shows based on airport books for dads Link: https://www.fastcompany.com/91134058/amazon-prime-video-streaming-airport-books-for-dads-james-patterson-cross P&G’s Chief Brand Officer Mark Pritchard talking about inclusivity Link: https://wwd.com/beauty-industry-news/beauty-features/marc-pritchard-on-serving-all-and-each-to-drive-market-growth-1236389828/ Marketing Moment - The Power of Positioning // Apple - The Turnaround Background Back in 1997 - Apple was in big trouble They had just lost $800m Low market penetration and market capitalization of $2bn Michael Dell - when asked how he planned to fix the organization, he was planning to shut it down and give the money back to shareholders. Steve Jobs returned to re-focus Apple, and there was a lot of anticipation In August of the same year, Jobs addressed the future of the company at MacWorld 1997. Brand Positioning and Strategy Before getting to the Think Different campaign, they defined the new positioning of Apple, where they identified three core tenets. Simplicity Creativity Humanity These three tenants became core to Apple and were a major part of the brief that went into the brief to TBWA\Chiat\Day, which famously led to the iconic “think different” campaign. Revival and Growth Why was this so powerful? It comes back to the three tenants: It was a simple message It was about creativity And celebrated at its core, humanity Due to its simplicity, it also worked well across media channels (print, TV, OOH etc.) The Think Different campaign bought Apple time and got them out of trouble. Due to this newfound mental availability and the constant product innovation (see iPod) by 2003, Apple had an evaluation of $8bn. However, because they wanted to grow globally as well, they re-brief Chiat/Day for a global iPod campaign was when “silhouettes” was born, which leaned again against the three core branding positioning tenants. By 2006, Apple had turned a corner. Now worth over $70bn, it returned to its core product, computing. Going after Microsoft who had dominated for decades the space. The campaign, “Get a Mac” was born. Why did this campaign work? Apple created an “enemy” highlighted Apple’s simplicity and creativity Positioned against Microsoft’s complexity What Lessons can we date from this example? Simple positioning always beats complex positioning - It is important to be clear, and consistent with your brand positioning, Differentiation is possible through positioning because it can also help with price volatility helping you to drive profits Links: Mark Ritson on the power of Apple's brand positioning (youtube.com) Ad of the Week - Heinz Ketchup Fighting counterfeiters of people refilling Heinz ketchup bottles with different brands of ketchup Link: https://www.youtube.com/watch?v=S-TkRINrr4A&t=92s © 2024 Sleeping Barber

We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne. We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy! Get in touch with the hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Timestamps: 00:00 - Introduction01:19 - Convince Your C-Suite: The Real Impact of Creativity07:30 - The Evolution and Challenges of the CMO Role11:47 - The Creative Brief11:50 - Data-Driven Marketing: A Double-Edged Sword17:50 - NEW SEGMENT - This or That!18:45 - Campaign Pre-testing26:13 - Does Creative Inform Media, or Media Inform Creative33:03 - Differentiation vs. Distinctiveness Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ In The News Red Lobster Filing bankruptcy because of shrimp https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html Netflix is Launching Its Own Adtech https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/ Creatively awarded ads have average effectiveness https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average Marketing Week - Tighter budgets and effective choices https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/ The Marketing Moment Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson Link: https://www.youtube.com/watch?v=ZHgfp83k-10 Background Big Insight - Strategy Before Tactics 2007 - 2017 Tourists visiting Australia was up 11% BUT The increase of Americans visiting was much smaller - up 1.3% The big challenge was the barriers to travel relative to the competition Australia has high levels of awareness & a desire to visit But the big problem was intention Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under Barriers include High travel costs Length of flight Not enough time to travel Campaign Strategy Communication Objective: Increase traveller intention Business Objective: Grow US Spend from $3.7B to $6b by 2020 Target: High Value Traveller (higher spend & frequency) Positioning - A beautiful place to meet refreshingly irreverent people Campaign Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride Superbowl release trailer #2 with Danny & Chris Hemsworth Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling Results Most viewed ad in the Superbowl Won a gold Effie Intention increased by 83% 13% increase in bookings from American tourists 1 year in Ad of the Week Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc  Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro. Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9. Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run. Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations. Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.

Ever wondered about the companies leading global markets from behind the scenes? Our latest podcast episode features Dr. Hermann Simon, who unveils the mystery behind his book 'Hidden Champions.' These mid-sized, niche companies are more influential than you think. Tune in to learn the strategies that make them successful and how they contribute to the global economy in ways you never imagined. We hope you enjoy the show! Our Guest: Founder and Chairman of Simon-Kucher & Partners: world's leading pricing advisor with offices in 27 countries https://www.simon-kucher.com/en Inducted into the Thinkers50 Hall of fame Visiting professor at Harvard, Stanford, Tokyo Business School, INSEAD etc Co-Author of multiple books including Confessions of a pricing Man, Beating Inflation and Hidden Champions Our Hosts: 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 0:00 - Intro to Hermann Simon 2:40 - Why Germany is so successful in exports? 4:18 - The growth of Hidden Champion research 5:20 - Defining hidden champion companies 7:17 - Apple’s value chain of “deep tech” 9:22 - Niche businesses aren’t always tiny 10:28 - 3 pillars of Hidden Champions strategy 11:25 - Customer proximity is one of their biggest strengths 12:32 - Hidden Champion’s innovation advantage vs. enterprise orgs 16:01 - How niche focus leads to technological advantages 20:49 - Profitability vs. Market Leadership motives of Hidden Champions 21:45 - Pricing strategy of Hidden Champions 22:48 - Niche companies are not without competitors 24:18 - Why Germany produces so many Hidden Champions 29:12 - Competitive advantages - a 22 year overnight success 31:59 - Government’s role in developing supporting eco-systems 34:12 - Talent development & Leadership style of Hidden Champions 37:00 - The role of M&A 39:35 - Innovation processes inside Hidden Champion orgs 42:10 - Take-aways from Hidden Champions 46:55 - Post-pod with V and Marc Background Research & Literature: Simon, H. (1992). Lessons from Germany’s midsize giants. Harvard Business Review, 70, 115–123. Simon, H. (1996). Hidden champions–Lessons from 500 of the world’s best unknown companies, Boston: Harvard Business School Press. M&A has an 50-90% failure rate https://finance.yahoo.com/news/why-90-mergers-acquisitions-fail-155000525.html Profit or Growth - You lie in the bed you make https://journals.sagepub.com/doi/abs/10.1177/10422587211059991 https://www.visualcapitalist.com/cp/worlds-exports-by-country-one-chart/

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: 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/⁠ In the News In the News Meteoric Rise & Fall of Prime: https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html Adweek: Google Delays Cookie Deprication a Third Time https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/ Why most launches fail to grow your brand? https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/ lobal social media ad spend to approach £200bn in 2024 https://www.marketingweek.com/social-media-spend-200bn/ Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph Background In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide. The Crisis Context: McDonald’s was once a beloved part of British life but had lost its luster. Crisis: A series of events damaged brand perception, putting the business at risk. Abuse claims - https://www.bbc.com/news/business-66231131 McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152 The Unique Approach Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions. Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation. TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling. Results Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived. £4.7 Billion Net Revenue: Their brand-building efforts contributed significantly. Case Study Gold: Recognized as the most effective restaurant brand case study by IPA. References: Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/  McDonald’s: Keeping customers Lovin It for 15 yearhttps://www.thinkbox.tv/case-studies/brand-films/mcdonalds-keeping-customers-lovin-it-for-15-years Ad of the Week Trucker Napp VW Meteor Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN 42% of auto accidents are related to lack of sleep In Brazil, truck drivers suffer the highest # of fatal accidents while on the job Pressure to get deliveries to a location often forces them to not sleep VW & Livelo (Brazil's largest reward program) created the Trucker Napp app Connect smartwatch to the Trucker Napp app Earn points for sleeping Better sleep quality = more points The more points a company fleet earns, the more discount the company gets from VW Timestamps 0:00 - Introduction 0:45 - In The News 0:50 - Prime Energy (The Rise and Fall) 5:40 - Google's Cookie Deprication Delayed. Again. 9:04 - Why Most Launches Fail to Grow Your Business 14:00 - Social Media Has Now Overtaken All Media Channels in Spend 17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph 23:00 - Audience Q/A 27:00 - Ad of the week

This week's episode of the Sleeping Barber podcast features Dale W. Harrison, Commercial Strategy & Marketing Effectiveness Consultant @ Inforda Services. Dale features an extraordinary background from physics to finance and marketing. We dive into the fallacies of demand generation, the truth about ROI, and the impact of brand awareness. Don't miss this enlightening discussion that will leave you with a new perspective on marketing strategy. Enjoy the show! Our Guest: Dale W. Harrison LinkedIn: https://www.linkedin.com/in/dalewharrison/ Youtube: https://www.youtube.com/@BiotechBestPractices Our Hosts: 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 0:00 - Introduction 2:46 - From experimental physics to finance to marketing 10:22 - Faith-based beliefs like lead nurturing and scoring 14:19 - Why some marketing measurements aren’t metrics 17:54 - Lead scoring, MTA & sales velocity should never be performance metrics 23:05 - Comparing the path to purchase of real customers to interpreted intent signals 31:15 - Why ROI is a troubling metric 36:41 - Performance vs. Brand advertising are different asset classes 44:34 - Business value of brand - it makes things more effective AND efficient 46:54 - The point of brand campaigns 51:11 - Mulit-Touch Attribution - just because you can measure something doesn’t mean it’s useful 57:39 - Billboard & radio 58:51 - The fallacy of demand generation & intent signals 1:13 - Post Pod with V and Marc Background links: Not All Marketing Metrics are “measurements” - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-activity-7170140668697276416-iTMJ?utm_source=share&utm_medium=member_desktop Marketing Effectiveness vs. Efficiency - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F-activity-7148782037108178944-IEUL?utm_source=share&utm_medium=member_desktop Marketing ROI is not a real number you can calculate - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F-%3F%3F-%3F%3F%3F-%3F-activity-7152401810681483265-yeeT?utm_source=share&utm_medium=member_desktop IS MTA actually Even Attribution? - https://www.linkedin.com/posts/dalewharrison_%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F-activity-7165085278636822528-pcGY?utm_source=share&utm_medium=member_desktop How the CFO Sees Your Marketing Budget - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7168655113627062272-Sgpo?utm_source=share&utm_medium=member_desktop Demand Creation does not exist - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7157471671409373184-Ob9v?utm_source=share&utm_medium=member_desktop Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: 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/⁠ In the News Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention. https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/  Business Insider: Tesla lays off its new marketing team months after launching it. https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4  Media Leader: Forbes 7-year scheme to dupe advertisers https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/ https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps. https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/ Marketing Moment: Baileys - The Pleasure Dividend WARC Case Study This strategy won Silver from the IPA Effectiveness Awards Baileys Irish cream launched in 1974 By 2008 (34 years later) it was in 147 markets Always has a role as a dinner liqueur, mainly at Christmas In 2009, sales were declining and by 2014, they were 16% below the 2008 peak increased pricing to try and compensate for volume losses  Tried a bunch of different campaigns but nothing was working Diageo (parent company also owns Guinness, Johnny Walker) establishes a best practice - brand success is about being good at and committing to one big thing The Campaign  The big insight - baileys is part cake, part booze and pure pleasure The Strategy People love the product but they need reminders of when it might be relevant (CEPs) You can have it after dinner at Christmas or 52 weeks a year when … Poured over ice cream In coffee In cake At brunch  On the weekend With Milkshakes On French toast In Chocolate Anytime you want a treat The Results 23% growth between 2015 - 2019  250M pounds gross profit over 5 years Increase in male share of purchases Gains not due to price increases, discounting or increased distribution in big markets Compared to previous campaigns, they get an extra $1 in profit for every $1 spent in media ($2.5 v. $1.5) Have AI Break, Have A KitKat - KitKat Canada Link: https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh

We're thrilled to announce a new segment featuring a friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne. This segment will delve into current marketing topics, drawing inspiration from Tom Fishburne's Marketoonist. For this segment, each host has chosen two sketches to discuss, sparking engaging dialogue. We see this as a fun way to tackle pressing issues that surface in our discipline. We hope you enjoy this new segment! Get in touch with the hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Timestamps: 00:00 Welcome to the Pilot: Introducing Mindless Marketers00:25 Diving Into the World of tom Fishburne and the Marketoonist,01:36 The Evolution and Challenges of the CMO Role07:54 AI in Marketing: Expectations vs. Reality11:50 Data-Driven Marketing: A Double-Edged Sword16:56 Navigating the Shift from Third-Party Cookies21:10 Rethinking Remarketing Strategies22:13 Scepticism and Realisations in Digital Marketing24:20 The Impact of Cutting Marketing Budgets31:37 Inside the Mind of a Consumer: Brand Perception39:08 Concluding Thoughts on Marketing Strategies Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: 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/⁠ In the News: [AdExchanger] - LinkedIn is Getting into CTV Link: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/ [Marketing Dive] - Privacy tools fall short: Here’s what the numbers say Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/ [LinkedIn] Media Grows Markets - Marc Pritchard Link: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/ [Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign Link: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/ Marketing Moment: Old Spice: "Smell Like a Man, Man" “Look at your man. Now look at me. Now back at your man. Now back to me.” Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q TL;DR Having failed to successfully rebrand back in the late 90’s and early 2000’s, Old Spice was rapidly losing market share to Lynx (‘Axe’ in certain markets). Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor. To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women. Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign. The Results Old Spice quickly rose to become the top men’s body wash brand in the USA 300% increase in website traffic Sales of Old Spice had doubled by July of the same year 1.2 billion earned media impressions The campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial. Ad of the Week Downy Fabric Softener | More Than Laundry https://www.youtube.com/watch?v=oQQwUIX9OVQ Downy Fabric Softener - More than Laundry Just a blanket until you wrap a baby Just a hoodie - till its felt by your first love Just a jacket - till it brings you brings you back to your home Just a sweater - till it a cryed into Doesn't talk about the tech Shows product in use Breath life into your laundry Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth? In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success. Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth. Don't forget, tune into the post-pod with Marc and V! Our Guest: Ethan Decker https://www.linkedin.com/in/ehdecker/ Founder & President of Applied Brand Science https://appliedbrandscience.com/ Our Hosts: 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/⁠ 0:44 - Introduction to Ethan 2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2 7:02 - 2 reasons why we have the wrong ideas 8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts 11:30 - Your customers rarely think of you 15:05 - Do generational personas even exist? 18:50 - Your customers aren’t different from your competitor's customers 21:30 - Your loyal customers are likely just heavy buyers in the category 22:23 - I. Hate. Loyalty. 24:24 - How to change beliefs about loyalty 28:02 - Data science isn’t the same thing as science 31:51 - Do you know the frequency distribution of your customers? 33:19 - The Taylor Swift of brand laws 35:46 - The Buyer Banana Curve 38:13 - Why light buyers and non-buyers matter to your business 41:01 - Why team-based learning is so critical 44:02 - Introducing the FRELK - why a quirky logo matters 47:10 - The 4 stages of brand grief 51:19 - Why creativity is critical to applying scientific laws in your business 1:01:51 - 3 ways to start using these laws 1:05:37 - How to find out more about Ethan and Applied Brand Science 1:06:56 - The post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast Background Links Ehrenberg-Bass Institute's publications https://marketingscience.info/books/ Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett © 2024 Sleeping Barber