Sleeping Barber - A Marketing Podcast

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

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: Adidas weans itself off discounting - https://www.marketingweek.com/adidas-discounting-annual-loss/ Google loses in local search to Instagram, TikTok among Gen Z - https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/ Demand Gen vs. Meeting Consumer’s Unmet Needs - https://www.instagram.com/p/C4RV9NnP6jU/?utm_source=ig_web_copy_link AI-Powered ad ignites creator controversy on Instagram - https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram Three SWSX-inspired trends to consider adding to your brand playbook - https://www.thedrum.com/opinion/2024/03/15/sxsw-2024-bold-experiential-marketing-took-center-stage Elon Musk’s “Grok” AI company is now open-source - https://techcrunch.com/2024/03/18/why-elon-musks-ai-company-open-sourcing-grok-matters-and-why-it-doesnt/ Marketing Moment: Apologize the Rainbow - DDB Chicago 9 Years Ago, Skittles changed the flavour of green Skittles from Lime to Apple Over the years, they’d get about 20k tweets per year of people hating on Skittles and asking the company to bring back lime flavour Supporting Links: https://www.youtube.com/watch?v=i_kxj8dhdjo&list=TLGG6HNwK54Wga4xMTAzMjAyNA https://www.thedrum.com/news/2024/03/11/how-ddb-chicago-made-apologize-the-rainbow-the-most-awarded-ad-the-last-year Ad of the Week Amazon celebrates grassroots players in Uefa Women’s football commercial Amazon's European-wide brand campaign highlights the passion and determination of real women's football players, emphasizing how playing women's football boosts confidence and self-assurance both on and off the pitch. Link: https://www.thedrum.com/news/2024/03/15/ad-the-day-amazon-celebrates-grassroots-players-uefa-women-s-football-short

Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret. Don't forget to join our hosts, Vassilis and Marc, for post-pod banter! Our Guest: Arry Tanusondjaja https://www.linkedin.com/in/arryt/ Senior Marketing Scientist at Ehrenberg-Bass Institute 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/⁠ Podcast Literature: Dominos Fortressing Strategy: https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/ Most expensive Starbucks Drinks: https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/ HBR 2: https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269 Market-Based Asset Theory for Brand Competiton: https://www.sciencedirect.com/science/article/pii/S096969892300317X Timestamps: 0:44 - Intro to Dr. Arry Tonusondjaja 2:09 - What is mental and physical availability - Easy to Mind, Easy to Find 5:00 - The 3 main components of physical availability 7:26 - Physical availability is more than distribution 9:22 - Why the scope of marketing is bigger than ad creative 11:15 - The value of consistent branding in retail environments 12:59 - The danger of rebranding especially product packaging 16:10 - Why we satisfice and aren’t brand loyal 17:43 - Remove barriers to purchase 19:01 - Domino’s location-based “Fortressing” strategy 20:48 - Customers are cognitive meisers 21:53 - Why dine-in customers, are different from carry-out and delivery customers 25:45 - eCommerce increases physical availability 29:01 - Customers want to shop how they want, don’t force them to change how they want to buy 32:02 - Some digital ads aren’t ads, they’re signage 34:54 - Physical availability applies to SaaS and B2B 40:47 - The role of physical availability is to harvest the work of mental availability 42:03 - The strategy of building a relevant portfolio of products 48:20 - The danger of large product portfolios and brand extensions 52:20 - Tropicana - a warning for product package rebranding 55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops 57:22 - How to know when a market has physically saturated a market 1:00:48 - Choosing between your own store and distribution channels 1:03:50 - How physical availability brings marketing and sales together 1:05:32 - How Startups can benefit from mental and physical availability 1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute 1:09:28 - 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 © 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: [CNN] House panel unanimously approves bill that could ban TikTokHeadline + Link + Top 3 Points Link: https://www.cnn.com/2024/03/07/tech/congress-bill-bans-tiktok-america/index.html?darkschemeovr=1 [Marketing Week] TIME - The one true measure of marketing effectiveness Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/ [Marketing Week] Meta Spotlight How AI Investments Are Paying Off For Advertisers Link: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/ [Marketing Week] Marketing Teams are increasingly outsourced Link: https://www.marketingweek.com/skills-shrinking-teams-outsourcing/ [Yahoo Finance] The Canadian Marketing Association Unveils Plans for Its Inaugural CMA Marketing Week to Drive Industry Innovation Link: https://finance.yahoo.com/news/canadian-marketing-association-unveils-plans-125500328.html [CryptoNews] El Salvador Could become one of the Worlds Richest Countries due to Bitcoin Link: https://cryptonews.com/news/el-salvador-may-become-one-of-the-worlds-richest-countries-due-to-bitcoin-holdings.htm Marketing Moment Most contagious report 2023: 2023 Orange / Bleues’ Highlights / Marcel, Paris Summary: In July 2023, one ad from the Women’s World Cup garnered a lot of attention, from French telco Orange. The spot highlights the talent of the women’s French national team (known as ‘les Bleues’) and calls out prejudice against women’s football. Download Link: https://shorturl.at/goO39 Ad of the Week MPfizer - Here’s to the Next Fight, Letsoutdocancer.com Video Link: https://youtube.com/watch?v=fwvjimuwVyY&t=59s 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

Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation. Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development. Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter! Our Guest: Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done Founder & CEO of Strategyn https://strategyn.com/ linkedin.com/in/tonyulwick/ Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation. 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/⁠ Podcast Literature: Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/ HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY JTBD Free Download - https://strategyn.com/jobs-to-be-done/ What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map Startup Stats - https://www.embroker.com/blog/startup-statistics/ Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/ Timestamps: 0:44 - Tony Ulwick Introduction 3:04 - Why are innovations typically so unsuccessful? 6:24 - Segmenting across unmet needs instead of industry verticals 9:03 - Why most innovations are done in reverse 11:15 - I need a ¼ inch hole, not a ¼ inch bit 12:49 - Kodak didn’t know what market they were in 14:50 - The goal of segmentation & why personas fail 18:54 - Circumstances, not demo or firmographics, cause segments to exist 23:22 - Customers are aware of the problems they have, but not the solutions that exist 25:01 - Marketing strategy is about finding unmet needs and fulfilling them 28:40 - How to identify the jobs customer’s are trying get done 31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs 35:45 - Most products don’t get the entire job done 37:55 - Category Entry Points v. JTBD 43:14 - Reinventing a Banana 45:01 - Using JTBD in enter crowded markets 47:52 - Using JTBD to reposition an existing product 51:02 - Solutions mindsets aren’t as helpful as problem mindsets in innovation 53:43 - Moving from JTBD analysis into action 58:02 - Learn more about Tony 59:00 - 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 © 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: Paid search outperforms paid social—with the latter far more likely to bounce Link: https://www.insiderintelligence.com/content/paid-search-outperforms-paid-social-with-latter-far-more-likely-bounce Using AI to Improve Business KPIs Link: https://www.zdnet.com/article/ais-latest-trick-better-kpis-for-measuring-business-success Walmart-Vizio deal raises fresh concerns about retail media walled gardens Link: https://www.marketingdive.com/news/walmart-vizio-deal-retail-media-network-walled-gardens/708362/ File under DEI - ageism in Marketing is rampant Link: https://www.marketingweek.com/career-salary-survey-youth-stats/ Ditching the Degree: A Shift in Canadian Workforce Requirements Link: https://marketingnewscanada.com/news/foregoing-bachelors-degree-requirements-brings-big-benefits-for-engaged-businesses Marketing Moment: Febreze - Diagnosis before Tactics https://www.youtube.com/watch?v=OrmJQtPABXE Ad of the Week: José Mourinho takes over the Topps office in run-up to the Euros https://youtu.be/gTeUPizYEpY?si=zWYynwzn3e0YFA-p 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

Discussing the impact of TV advertising in the digital age, with insights on TV media planning, pretesting creative, and the evolving landscape of linear and streaming TV formats. Special focus on Super Bowl ads and the correlation between pretesting and business impact.

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: [CNBC] ESPN, Fox, and Warners Brothers Discovery plan to launch a joint sports streaming platform. Link: https://www.cnbc.com/2024/02/06/espn-fox-and-warner-bros-discovery-to-launch-joint-sports-streaming-platform-this-year.html [Yahoo Finance] Snap’s Limited Reach Hampers Ad Growth Link: https://finance.yahoo.com/video/snaps-limited-reach-hampers-ad-180318996.html [Marketing Dive] Meta Spotlight How AI Investments Are Paying Off For Advertisers Link: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/ [eMarketer] More than a third of marketers will increase their brand marketing investments this year. Link: https://www.insiderintelligence.com/content/more-than-third-of-marketers-will-increase-their-brand-marketing-investments-this-year [Search Engine Land] Google Analytics 4 adds new dimensions for measuring paid and organic traffic Link: https://searchengineland.com/google-analytics-new-dimensions-paid-organic-traffic-437370 [Yahoo Finance] Inflation: Consumer prices rise 3.1% in January, defying forecasts for a faster slowdown Link: https://finance.yahoo.com/news/inflation-consumer-prices-rise-31-in-january-defying-forecasts-for-a-faster-slowdown-133334607.html Ad of the Week Michael Cera and CeraVe - Just to clear things up once and for all… CeraVe is developed with Dermatologists. Not Michael Cera. Full Story: https://www.cerave.com/not-developed-with-the-actor-michael-cera Video Link: https://youtu.be/eVrUDqYfRUM?si=IG-creUeXOrVfagG Why we like it: The ad was both satirical and dramatic, featuring Michael Cera giving himself a massage and asking about moisturization. The partnership between Cera and CeraVe was seen as genius and smart advertising. He was even in New York signing lotion bottles at a local pharmacy back in January. The ad ended with CeraVe emphasizing it's made with oversight from dermatologists, not Michael Cera. Reminds us of the successfully Buble and Bubbly colab. 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

Dr. Grace Kite, Founder & Economist at Magic Numbers & Magic Works, discusses the importance of training for marketers, the differences between UK and US marketing scenes, and tips for crafting killer PowerPoints. The conversation also covers leveraging storytelling and data in marketing, understanding customer needs through data analysis, and adding flair to mundane numbers.

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: Search Engine Land - Google search CPCs up 19%, pushing ad spend up 17% Link: https://searchengineland.com/google-search-ads-cpc-spend-436959 Search Engine Land - Microsoft Search and News Advertising revenue up 8% Link: https://searchengineland.com/microsoft-search-news-advertising-revenue-q2-2024-437044 Marketing Dive - Gaming once again proves useful to advertisers: Here’s what the numbers say. https://www.marketingdive.com/news/gaming-again-proves-useful-advertisers-heres-what-the-numbers-say/705695/ Ad of the Week Victoria and David recreate the viral ‘we grew up very working class’ moment from their Netflix Link: https://youtu.be/s4uxGe7gU5I Why we like it: It’s current, their documentary came out roughly four months ago. So speed was imperative to capitalize on the working class meme. The attention to detail is great, Victoria's t-shirt, pokes fun at her working-class comment in the docu-series Using teasers to create intrigue. 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