This week on the Sleeping Barber Podcast, we have Emmanuel Probst, ⁠Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers.  We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender."  Enjoy the show.  Our Guest  ---------------------------  Emmanuel Probst  https://www.linkedin.com/in/emmanuelprobst  Global Lead - Brand Thought Leadership @ Ipsos  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:  ---------------------------  Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251  Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full  Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/   LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer   Bud Light Launches new ad after Transgender commercial ⁠https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/⁠  Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html    Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515  Timestamps:  ---------------------------  0:44 - Emmanuel Probst Intro  2:14 - Assemblage, an analogy between wine making and brand building   6:35 - Why brand managers need to co-create with customers  9:18 - CoCreation example: Vaseline #Slugging  13:02 - Monitoring brand signals and separating the noise  17:04 - What brand managers can learn from the James Bond franchise   21:02 - Bud Light’s missteps and road to recovery  28:55 - Many new marketing leaders make this same mistake   34:11 - Brands can’t just make a promise, they have to deliver the experience  36:54 - Brand purpose vs. personal relevance   40:02 - Building for brand longevity  44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t  51:37 - The skills needed to be a great master blender for brands  55:09 - Post Pod with V & 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  © 2023 Sleeping Barber

The topic on everyone's mind is AI, and we decided to jump into the conversation as well. Whether you're an enthusiast or a skeptic, there's no denying AI's significant impact on our world. We're privileged to have Craig Hainey, Head of Ventures at AltaML, and Darby Sieben, Chief Product Officer at Unbounce, join us to navigate the labyrinth that AI is.  Our discussion spans a range of topics, from debunking common AI myths to exploring how UX catalyzes adoption, among others. Most importantly, rest assured humanity is not at risk! Enjoy the show.  Our Guests  ---------------------------  Craig Haney - https://www.linkedin.com/in/craigahaney/ Head of Ventures @ AltaML  Darby Sieben - https://www.linkedin.com/in/darbysieben/ Chief Product Officer at Unbounce and Investor  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:  ---------------------------  Tristan Harris and Aza Raskin Co-Founders of the Centre for Humane Technology discuss The AI dilemma https://www.youtube.com/watch?v=cB0_-qKbal4  Reasons why AI startups will fail (Darby’s post) https://www.linkedin.com/posts/darbysieben_99-of-ai-startups-are-going-to-fail-what-activity-7071506492394242048-BSKI  AI Hype Cycle is Distracting Companies https://hbr.org/2023/06/the-ai-hype-cycle-is-distracting-companies  How Generative AI can Augment Human Creativity https://hbr.org/2023/07/how-generative-ai-can-augment-human-creativity  Timestamps:  ---------------------------  0:45 - Intro to Craig Hainey from AltaML and Darby Sieben from Unbounce  1:39 - AI is will not be the death of humanity  2:35 - Artificial Intelligence (AI) is NOT Artificial General Intelligence (AGI)  6:18 - What’s creating the hype for AI  8:01 - How UX is fueling adoption  10:17 - What makes AI different from a trend like PokemonGo, Segway, and Alexa voice search  16:27 - What sectors can’t use AI?  19:30 - Why are some companies aren’t going all in on AI  24:25 - The intersection of a company’s Big Data and Machine Learning (ML)  25:48 - The challenge of the ChatGPT hype cycle  32:21 - What are the risks to enterprises and how to mitigate them  39:50 - How Unbounce uses AI for landing page conversion rates  42:49 - How AltaML uses AI for clients and what they’re looking for in partners  46:55 - The new job opportunities with AI  49:00 - Sylvester.AI: A use case for monitoring cat health  51:50 - How intrapreneurs can use AI to help their company innovate  1:04:10 - 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  © 2023 Sleeping Barber

Spurred by a class assignment, our hosts Marc and Vassilis engage in a riveting discussion, debating whether personas truly enhance segmentation and enrich a marketer's targeting strategy or if they add layers of unnecessary complexity. Analyzing real-world examples and reflecting on their personal experiences, they delve deep into the merits and pitfalls of using personas in marketing, offering a nuanced perspective on their validity. Enjoy the episode! ____________ The Sleeping Barber Podcast: 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/⁠ ________________ Sources Why Personas are more important than ever https://www.forbes.com/sites/forbesagencycouncil/2021/12/02/why-buyer-personas-are-more-important-than-ever-for-facebook-advertisers/ The customer persona is dead! https://business.adobe.com/blog/basics/the-customer-persona-is-dead-long-live-the-customer-profile SEM Rush https://www.semrush.com/blog/market-research-guide/  7 Common Mistakes in Building Marketing Personas https://rockcontent.com/blog/buyer-personas-mistakes/ Ditching marketing personas for Marketing Science https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0  Only crap marketers mistake stereotypes for market segments https://www.marketingweek.com/mark-ritson-stereotypes-segmentation/ Personas are worthless for marketing https://articles.data.blog/2021/06/16/matt-lerner-says-personas-are-worthless-for-marketing/ B2B category entry points https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/b2bi-cepinb2b-final.pdf ________________ Timestamps 0:49 - Setting up the theme - Do personas still make sense?  6:03 - What is a marketing persona, and how to create one?  8:07 - What is the point or value of a persona?  9:30 - Do you have to use demos, behaviours and gender to create personas?  12:39 - Do you always need a persona for an effective targeting strategy? 15:45 - Marketing personas versus buyer needs 20:30 - The importance of targeting personas that represent a segment 22:14 - The key to making a persona useful 23:10 - How the persona can become strategic for a business 28:57 - Do you need personas for in every stage of a company’s lifecycle? 31:51 - How many personas are too many?  33:00 - Connecting personas to strategic business objectives 34:05 - The 5 dangers of personas 40:32 - To persona or not to persona? 43:47 - Personas in B2B  46:18 - The takeaways on personas ____________ 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 © 2023 Sleeping Barber

In today's episode, we're joined by Jennifer Riel, Head of Global Strategy at IDEO. We dig deep into the importance of continual learning, the discipline required to make great choices, and the crucial lens for strategic monitoring while underlining the limited value of relying solely on historical data. Jennifer also highlights the issue of investors' short-term obsession, how to diagnose bad strategy and the significance of annual strategic planning. Using the BlackBerry case study, we examine strategic decision-making during crises and the indicators signalling a need for strategic shifts. The episode wraps with an in-depth discussion on talent strategy in today's hybrid work culture and the age-old question: is a poor strategy, if well executed, preferable? Stay tuned for a lively Pod-pod session with V and Marc to reflect on these insights and more. ____________ Our Guest: Follow Jennifer Riel: https://www.linkedin.com/in/jenniferriel/ IDEO Profile: https://www.ideo.com/people/jennifer-riel ____________ Literature Creating Great Choices: https://www.amazon.ca/Creating-Great-Choices-Integrative-Thinking/dp/1633692965/ IDEO Shopping Cart: https://www.youtube.com/watch?v=M66ZU2PCIcM&t=95s HBR: When to Switch Strategy: https://hbr.org/2021/02/when-to-switch-strategy-in-a-crisis Good Strategy, Bad Strategy Summary: https://jlzych.com/2018/06/27/notes-from-good-strategy-bad-strategy/ How to evaluate corporate strategy: https://hbr.org/1963/07/how-to-evaluate-corporate-strategy  Blue Ocean Strategy v. Playing To Win: https://rogermartin.medium.com/blue-ocean-strategy-playing-to-win-f0efb83cc608 Design Thinking V. Playing to Win: https://rogermartin.medium.com/strategy-design-thinking-faf6b787160b ____________ The Sleeping Barber Podcast: 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: 0:53 - Introduction to Jennifer Riel - Head of Global Strategy at IDEO 2:05 - Who is IDEO, what is design thinking and how does it fit with strategy?   8:42 - The power of testing and learning 10:05 - Three disciplines making great choices: Design, Integrative Thinking, Strategy  13:45 - The 4 “always on” lenses for monitoring your strategy  20:15 - Why historical data isn’t enough to monitor your strategy 23:55 - How to change investor obsession with short term results 26:58 - What is strategy and how it fits with Design Thinking 31:13 - How to diagnose bad strategy 35:19 - Why annual strategic planning is important 39:11 - How to make strategic choices during a crisis a BlackBerry case study 43:55 - When should you change strategic direction 46:30 - Early warning indicators to help signal strategic changes  51:30 - Strategic pivots in response to temporary vs. permanent change 55:26 - Rethinking your talent strategy: choosing hybrid, WFH, reorg and lay offs 59:14 - Is it really better to have a poor strategy, well executed?  1:01:55 - Pod-pod with V and Marc ____________ Where to listen Apple Podcasts: ⁠⁠https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw⁠ Youtube: ⁠https://www.youtube.com/@sleepingbarberpodcast

Avinash Kaushik, Chief Strategy Officer at Croud, discusses the importance of choosing the right KPIs and avoiding vanity metrics in marketing. They explore the concept of incrementality and its value in justifying marketing budgets. They also emphasize the need for experimentation, collaboration, and measuring the incremental value of advertising dollars. Additionally, they discuss the significance of giving marketers additional budget to explore new ideas and strategies.

Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more. We hope you enjoy the show! ____________ Our Guest: Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/ ____________ Literature Traditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-sales What Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-sale Brent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0 The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355 Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/ Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0 ____________ The Sleeping Barber Podcast: 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: 0:50 - Intro to Brent Adamson 3:15 - The evolution of B2B Sales & Marketing  7:07 - Buyers don’t funnel, the loop 12:00 - There are more decision makers than we think there are 18:35 - A different way to think of buyer enablement 20:50 - MQL -> SQL -> NMP & Content Marketing 27:24 - The role of personalization 29:19 - The more important role of designing an easy experience 26:13 - the damage of over customization 39:05 - Connecting customers through confidence and value   48:44 - The evolution of the challenger sale to sensemaking 50:50 - With content abundance we need an information strategy to differentiate  53:20 - How B2B can differentiate today 56:48 - Post Pod with V and Marc ____________ Where to listen Apple Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts⁠ Spotify: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify⁠ Google Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast⁠ Youtube: ⁠Sleeping Barber - A Business and Marketing Podcast⁠

Have we come full circle? The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion. We hope you enjoy this episode! ____________ Our Guest: Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/ Follow Westwood One: https://www.linkedin.com/company/westwoodone/ ____________ Literature: https://www.linkedin.com/in/pierrebouvard/ https://www.prnewswire.com/news-releases/nielsen-audiences-extend-viewing-momentum-into-december-according-to-the-gauge-301725563.html https://www.westwoodone.com/blog/2023/03/27/two-slides-every-marketer-needs-to-have-audio-streaming-and-podcast-audiences-from-edison-researchs-infinite-dial-2023/  https://www.insiderintelligence.com/content/audio-advertising-spotify-grows-podcasts-go-global-radio-safe-bet  https://www.statista.com/statistics/431478/time-spent-media-canada-media/ ____________ The Sleeping Barber Podcast: 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: 0:48 - Intro to Pierre 3:03 - Why major broadcasters are converting from radio to audio  5:29 - Where traditional media stands today in the media landscape 10:20 - Mass reach with radio is not an oxymoron 13:34 - The problem with media planners  18:08 - The expanding universe of audio advertising 24:49 - Capturing attention in the car 27:02 - Portable People Meters (PPM) - measuring media audiences 29:45 - Radio is becoming visual in connected cars 34:10 - Heatmapping listener driving patterns 38:20 - Speed of reach 41:49 - Why campaign effectiveness increases with media diversity 43:25 - Is the 3 frequency still accurate?  53:20 - Distinctive assets & the keys to sonic brands 57:23 - Did we forget how advertising works?  1:03:35 - Tips for effective audio creative 1:07:03 - Why more messages in an ad is a bad idea 1:09:48 - How to find out more about Pierre 1:11:31 - Post Pod with V and Marc ____________ Where to listen Apple Podcasts: ⁠ The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts Spotify: ⁠ The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify Google Podcasts: ⁠ The Sleeping Barber - A Business and Marketing Podcast Youtube: Sleeping Barber - A Business and Marketing Podcast

Intent-based marketing is a highly versatile tactic that often falls under the umbrella of performance marketing, but is frequently overlooked by marketers. On this episode, Marc and Vassilis provide a comprehensive overview of intent-based marketing, discussing various aspects such as the tools and technologies employed to implement it, the data sources that underpin it, and the best practices for crafting effective campaigns. Additionally, they examine the channels through which this marketing approach can be deployed, as well as the potential challenges and limitations it poses. We hope you enjoy this episode and gain valuable insights into this crucial marketing approach. ____________ The Sleeping Barber Podcast: 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/⁠ ________________ Sources https://clearbit.com/blog/what-is-lead-enrichment https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/why-consumer-intent-more-powerful-than-demographics/ https://www.techtarget.com/before-you-leap-understand-the-4-pillars-of-intent-based-marketing/ https://www.semrush.com/blog/how-to-do-competitor-analysis-in-digital-marketing/ https://www.cience.com/blog/intent-based-marketing  https://www.fastcompany.com/90703704/anonymity-and-the-rise-of-consumer-intent-data ________________ Timestamps 0:45 - Show Intro 2:27 - The need to deliver short-term results 3:24 - Defining intent-based marketing 4:30 - The benefits of intent marketing  6:55 - Performance marketing impact on budgets and demographics 8:55 - Sources of intent data 10:48 - Zero-party data 11:38 - Misinterpreting digital data 13:30 - Can digital activity be separated from real intent signals? 15:31 - Why your organization should define its own intent signals 20:04 - How surveys can help clarify buyer intent 21:35 - Airbnb as an example of using buyer intent to design a buyer experience 24:20 - Knowing your role in the customer’s complete buying journey 26:40 - When performance marketing meets branding  29:10 - Intent, channels and content … Oh my 34:45 - The trouble with gated content 36:09 - Challenges with intent data 38:27 - Offline sources of intent data 43:37 - Content as a limitation of performance marketing 47:30 - The problem of mass personalization  52:00 - Past purchase vs. recency and frequency of intent 54:56 - What did we learn today ____________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 © 2023 Sleeping Barber

On this edition of the Sleeping Barber podcast, we have the pleasure of hosting Carol Shmygol. She joins us to share her knowledge and experience gained over 35 years in marketing, working across agency and client roles. Our conversation covers a range of thought-provoking topics, such as marketing fundamentals' relevance, culture's impact on brand building, and the value of marketing research. So, relax and enjoy this insightful episode! _______________ Our Guest Follow Carol Shmygol: https://www.linkedin.com/in/carolshmygol/ ____________ The Sleeping Barber Podcast: 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 0:45 - Intro to Carol Shmygol  3:06 - The draw of marketing  4:40 - Starting out in a male-dominant industry 7:04 - Advice Carol would give to her younger self 9:32 - Why its important to love what you do 11:52 - Do trends like TikTok and ChatGPT matter? 15:13 - A more beautiful question 17:55 - The battle between digital and traditional  21:30 - Learning the fundamentals of marketing 26:20 - How culture can be a catalyst for brand building 31:26 - Educating an executive team about brand building  33:49 - Why briefs are so important and the keys to writing a good one  40:23 - Brand side or agency side - ideas and advice 42:54 - Managing the demands between short term results and long term impact 47:05 - The importance of the right research 48:38 - Should you react to competitors or ignore them?  52:22 - Is advertising a strong or a weak force?  55:44 - Building relationships to extend the CMO lifespan 58:43 - Expanding your business language & acumen 1:02:40 - Post-pod discussion with V and Marc ____________ Where to listen Apple Podcasts: ⁠ https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324?i=1000605496685 Spotify: ⁠ https://spotify.link/cmykzT8Aoyb Google Podcasts: ⁠ https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw/episode/YjM3ZDYzOWUtNDU3OC00NDgyLTllODAtZjM0MTA1MzEwNjg1?sa=X&ved=0CAQQ8qgGahcKEwiApozvuvH9AhUAAAAAHQAAAAAQAg

This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel.  With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion!  Enjoy the show. ________________ Our Guest Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/  Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/ Visit Jenni's Website: http://www.jenniromaniuk.com/ ____________ The Sleeping Barber Podcast: 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/ ________________ Literature Category Entry Points in a B2B World: https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b Laws of Marketing with Nicole Hartnett: https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143 ________________ Timestamps 0:55 - Intro to Jenni 2:27 - Why did you write this book now? 6:00 - B2B or B2C - Who will benefit from this book? 8:44 - Why people often hate their brand trackers 11:15 - Some metrics don’t need to be tracked 15:14 - Brand rejection: why you don’t need to track all metrics all the time 20:00 - Loyalty, where’s the evidence? 23:22 - Does it really cost 5x more to make a customer than keep one? 25:47 - Why the Laws of Marketing are important to your brand health tracking 29:03 - Do the laws apply to B2B and B2C? 30:16 - Why your brand’s user profiles should match the category 33:41 - The trouble with differentiation 36:08 - The laws of marketing in subscription v. repertoire markets 38:55 - Is the AIDA Funnel really valuable? 42:50 - What and when is brand awareness useful? 48:32 - Brand tracker tip #1: Design for the category 49:43 - Brand tracker tip #2: Analyze for the buyer 50:44 - Brand tracker tip #1: Report for the brand 52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall 57:50 - Post-pod with V and Marc ____________ Where to listen Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW