Sleeping Barber - A Marketing Podcast

The topic of marketing effectiveness has become quite polarized, particularly here in North America. While some embrace it, others find it too theoretical. In this episode, we're joined by David Tillman, SVP Content at WARC, to delve into Mark Ritson’s recent article, which highlights a critique of (North) American marketers for lagging on the principles of marketing effectiveness. We also take this opportunity to discuss the Contagious NYC event that is happening on January 24th. We hope you enjoy the show! Our Guest David Tiltman SVP Content @ WARC Host of the WARC Podcast David’s LinkedIn https://www.linkedin.com/in/david-tiltman-5a2a6614/ WARC: https://www.linkedin.com/company/warc/ 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/⁠ Links: Most Contagious Event: https://contagious.swoogo.com/mostcontagiousnewyork WARC https://www.warc.com/ Mark Ritson & Fergus OCarol talk about his controversial column https://www.onstrategyshowcase.com/episode/mark-ritson-talks-about-his-controversial-column-in-marketing-week About Most Contagious Jan 2024 in NYC https://contagious.swoogo.com/mostcontagiousnewyork/4338022?ref=Creative+Impact How Brands Grow https://marketingscience.info/how-brands-grow/ The Long & Short of It https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies James Hurman’s Creative Effectiveness Ladder https://www.warc.com/newsandopinion/news/cannes-lions-and-warc-reveal-secrets-to-creative-effectiveness/43765 5/95 Rule https://www.marketingweek.com/peter-weinberg-jon-lombardo-95-5-rule/ Category Entry Points https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b Building Distinctive Assets https://marketingscience.info/building-distinctive-brand-assets/ Promise to the Customers https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Mark Riston’s article about America falling behind https://www.marketingweek.com/effectiveness-ignorance-american-marketing/ Timestamps: 0:44 - Introduction to David Tiltman 2:34 - How WARC, Lions and Contagious fit under the Ascential banner 9:02 - What does marketing effectiveness mean? 14:26 - Rather than effectiveness, maybe we need to ask how we’ll drive business value. 19:17 - Do marketers need a common set of KPIs, concepts and terms? 27:35 - Good starting points to dig into marketing effectiveness 31:45 - WARC’s increasing commitment to the US in 2024 36:44 - About the Jan 2024 Most Contagious Event in NYC 44:15 - How to find out more about David & WARC’s increasing commitment 47:02 - 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

In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero. In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing. Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it! Our Guests Hanna Riberdahl CEO of Sveriges Annosorer (Sweedish Federation of Advertisers) https://www.linkedin.com/in/hanna-riberdahl-b5967816/ https://www.sverigesannonsorer.se/om-oss/ Kaj Johansson Managing partner and co-founder of Kapero Management Consultants Specializing in Marketing, Communications and Media https://www.kapero.com/ https://www.linkedin.com/in/kaj-johansson-7808311/ 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/⁠ Literature Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/ The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf Timestamps 0:44 - Intro to Kaj & Hann 2:48 - Why look into the effectiveness of marketing departments 5:19 - How org design affects marketing effectiveness 7:05 - The assumptions to test in this study 8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers 13:38 - Everyone agrees on what marketing departments should do but not how to do it 14:45 - The surprising finding about the marketing’s strategic contribution to the business 18:23 - The overwhelming similarities between B2B vs. B2C marketing departments 21:00 - Why marketing departments need fewer KPIs split into two sets 25:10 - The responsibilities of the marketing department don’t match their primary KPI 30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value 33:39 - The risk with using digital metrics from Facebook and Google 35:34 - Why digital metrics for data-driven marketing is a big problem 37:55 - How digital metrics and big data has impacted the structure of marketing departments 41:15 - Why understanding baseline sales is so valuable 42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion 44:15 - The impact that channel specialization has had on marketing budgets 46:38 - The contradiction with media optimization 50:15 - The future of marketing is not about building data-driven agile teams 52:50 - Modern marketing departments can create more value by doing less 56:25 - The skills modern marketing departments need more training with 1:03: - The opportunity to generate insights from voice of the customer research 1:06:32 - The dangers with insights from voice of the customer research 1:12:11 - 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 to season 3 of The Sleeping Barber! We are kicking the year off with our Barber’s Brief segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. 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 Market-Based Asset Theory of Brand Competition | Byron Sharp, John Dawes, Kirsten Victory https://www.sciencedirect.com/science/article/pii/S096969892300317X?via%3Dihub MarketingDive - In-house agency sophistication rises, output improves: survey says https://www.marketingdive.com/news/in-house-agency-trends-media-buying-data-strategy-wfa/703212/ WHO - The World Health Organization Appoints Champion for the European Well-Being Economy Initiative https://www.who.int/europe/news/item/16-11-2023-new-who-champion-for-the-european-well-being-economy-initiative MarketingDive - Instagram Reels outperforms TikTok, Facebook for branded video content, report says https://www.marketingdive.com/news/instagram-reels-outperforms-tiktok-facebook-branded-video/703155/ CBC.ca - New York Times sues OpenAI, Microsoft for copyright infringement https://www.cbc.ca/news/business/new-york-times-openai-lawsuit-copyright-1.7069701 Adweek - Meta's Ad-Free Tier Will Reveal How Hungry Users Really Are for Data Privacy - Opinion Brian Quinn https://www.adweek.com/social-marketing/meta-ad-free-fee-consumer-hunger-data-privacy/ Ad of the Week Guinness and its creative ad agency AMV BBDO have launched a new social media campaign called ‘Foot Pints’ that features a pair of winter boots that leave pint-shaped markings in the snow. These are limited edition - and those who are interested can register their interest on Guinness’s website. The campaign playfully mimics the seriousness and gleam found in sneaker launches while celebrating pubs this festive season. Jennifer Gleeson, senior brand manager at Diageo, said that the campaign underlines the iconic Guinness serve while celebrating the festive season and the pubs that play a key role in culture and communion, especially throughout winter. The campaign will also encompass press and outdoor activations showing the ‘Foot Pints’ making their way to boozers throughout the UK. A limited edition was produced, and customers can register their interest on Guinness’s website. Directed by: Ste Hinde Director of Photography: Andi Hampton Art Director: Hannah Rawson Agency: AMV BBDO Link: https://youtu.be/dPbB-1jMbe0?si=P8I_Vc-lY-5DLwtR Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id160981132 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

We decided to switch things up a bit for our last episode of the year. We roped in some of our pretty cool podcast buddies – Elena Hengel from the Marketing Architects Podcast and Conor Byrne, the brain behind 'That's What I Call Marketing!' Together, we dive into our best campaigns of the year from the US, Canada, and Europe. We discuss being bearish or bullish on MMM, B2B creativity, influencer marketing, and much more. Heck, we even rank our favourite marketing brains from the past year! This episode is best enjoyed with your feet up by a crackling fire, and don't forget the eggnog! We thank you all for the incredible support over the last and and we wish you all a Merry Christmas and Happy Holidays. We'll see you in the New Year! Marc and V Timestamps 1:21 - Our campaigns of the year 14:47 - Bullish or Bearish 42:35 - Thought leader power rankings 55:16 - 2024 predictions Links: Elena Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3 Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/ Conor: Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588 Vassilis: WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI = Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-2/ Marc’s Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza Spotify Wrapped Campaign

Welcome 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. 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 WARC - The future of strategy: Marketing is in desperate need of a reality check https://www.warc.com/newsandopinion/opinion/the-future-of-strategy-2023-marketing-is-in-desperate-need-of-a-reality-check/6378 Adexchanger - Adalytics Exposes An Alleged $10.5 Billion Black Hole In The Google Search Partners Program https://www.adexchanger.com/online-advertising/adalytics-exposes-an-alleged-10-5-billion-black-hole-in-the-google-search-partners-program/ Techcrunch - AWS brings palm-scanning “Amazon One Enterprise" https://techcrunch.com/2023/11/28/aws-brings-amazon-one-palm-scanning-authentication-technology-to-the-enterprise/ Marketing Dive - IPG Mediabrands strikes a deal with Amazon for ad-supported streaming Amazon’s fledgling ad-supported offering. https://www.marketingdive.com/news/amazon-ipg-mediabrands-deal-ad-supported-streaming/702147/ Financial Post - Canadians now allocating 15.4% of their income to pay debts compared to 13.2% for Americans https://financialpost.com/news/mortgage-crunch-hits-canada-economy Marketing Dive - What Coca-Cola’s generative AI experiments mean for the brand’s future | Marketing Dive https://www.marketingdive.com/news/coca-cola-coke-ai-openai-lessons-plans-interview/701265/ The Marketing Moment Dove - The Real Cost of Beauty This was a campaign the aired earlier in the year which aims to to create a safer, healthier online environment for younger generations. Ogilvy UK and Ogilvy Toronot Sources: Campaign Landing Page: https://realcostofbeauty.dove.com/ https://www.razorfish.com/work/dove-real-cost-of-beauty/ https://www.hsph.harvard.edu/striped/wp-content/uploads/sites/1267/2022/10/Real-Cost-of-Beauty-Report-10-4-22.pdf https://www.ogilvy.com/work/cost-beauty https://www.marketingmag.com.au/featured/cost-of-beauty-dove-pushes-for-kids-online-safety-act-in-latest-campaign/ Ad of the Week Amazon's Christmas ad for 2023 called "Joy Ride." It's not your usual sleigh ride—it's a sweet story about three lifelong buddies who take us on a trip down memory lane. They show us that the greatest gifts aren't always in fancy boxes but in the special moments we enjoy together. Watch Here - ⁠https://www.youtube.com/watch?v=jmF0bOCa_4Q Coming up next week: Special Year in Review Episode with Elena Hengel From Marketing Architects and Conor Byrne from That’s What I call Marketing. © 2023 Sleeping Barber

What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs? In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification. Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes. Enjoy the show! Our Guest Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies https://www.linkedin.com/in/jefflowe2/ https://www.smarttech.com/en-gb/education 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 0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies 3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc 5:30 - Why we need to unify B2B sales & marketing teams 9:40 - 74% of customers would prefer a rep-free experience 11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE) 13:19 - The (sales) straw that broke the (marketing) camel’s back 15:35 - Using a buyer journey map to design an org chart 18:55 - Leading the change management to support sales + marketing unification 26;04 - The biggest lesson when you remove corporate silos 27:11 - What salespeople really think of marketing presentations 28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL) 30:51 - How SMART’s culture supported employee engagement during the UCE transformation 35:11 - How to set marketing budgets when there is no marketing team for the budget 38:16 - Poker table budgeting to align teams to commercial outcomes 42:35 - A fair process isn’t the same as a fair outcome 44:55 - Why we should stop using the word “Branding” and what to use instead 50:32 - Should you spend more on brand or performance? 52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc 52:57 - A SMART case study from Australia 56:40 - Why buyer enablement and purpose are fueling a B2B renaissance 1:00:30 - How to find out more about Jeff and SMART 1:03:53 - 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

Welcome 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. 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 The Drum - Canadian Agency ReThink Wins the Chair & Retail Award for work with IKEA made “living ads” out of the city itself – using real homes (with real people in them) and turning them into instantly recognizable Ikea ‘billboards.’ including price tags and logos Ad Age - Mars is giving life to old ads In an effort to increase sustainability, The candy maker repurposes old spots from Twix, M&M’s bounty in a creative way. The Mars campaign, titled “Healthy Planet Productions”, follows the recent publication of its net zero roadmaps to accelerate action towards achieving net zero emissions by 2050. Healthy Planet Productions | Mars, Incorporated Forbes - Reported Sunday that in the US online sales were up 7.5% and in-store shopping visits increased by 2.5% Top instore sellers included electronics, Smartwatches & TVs Top online sellers included kidkraft playsets, barbie dolls and mini brands toys 54% mobile purchases up 10.4% from LY Marketing News Canada - Is Popularity For Tik Tok amongst Teen leveling off? The latest data from Forrester's 2023 Youth Survey indicates a slight decline in TikTok's weekly usage among teens, dropping from 69% in 2022 to 68% in 2023. This suggests a potential levelling off of TikTok's popularity among teenagers, with competitors like Instagram's Reels and YouTube's Shorts gaining traction. TikTok still maintains a lead over its main competitor, YouTube, but faces growing competition in the ad market. Despite this, TikTok is expected to capture a significant portion of linear TV budgets targeting Gen Z in 2024. Bloomberg.Com - How bad is the cost of living squeeze? Analysts did some math and concluded that it now cost $119.27 to buy the same goods and services a family paid $100 for before the pandemic Since 2020, groceries +20%, used Cars +35%, auto Insurance +33%, rent +20% Pay increases have mostly been consumed by inflation so people aren’t any better off than before The Marketing Moment How Snickers turned around declining market share Ad of the Week Chevrolet has unveiled their holiday season campaign, and it's truly heartwarming! The advertisement seamlessly showcases various products, prominently featuring an aging Chevy Suburban. However, what captivates the audience is the poignant narrative. A woman in the early stages of Alzheimer's witnesses her granddaughter embarking on a mission to create a memorable day, driving through the town and revisiting many cherished memories from Granny's past. Watch Here - https://youtu.be/xnZGEUA4oBk Coming up next week: Jeff Lowe - Replacing Sales, Marketing and CX with a Unified Commercial Engine © 2023 Sleeping Barber

Boy, do we have a treat for you today! On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School. Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more! This episode is a wild, and the energy levels are off the charts. Consider yourself warned. Enjoy the show! Our Guest Dr. Eddie Obeng CEO & Learning Director of the Pentacle Virtual Business School MetaVerse Pioneer, Software Developer Ambassador for the Association of Project Management Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship Author & TEDtalks alum & in-demand speaker Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/ Qube.cc: https://home.qube.cc/ 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/⁠ Links & Research: TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I Eddie’s Website & Books: https://www.eddieobeng.com/ HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture 5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE Timestamps 0:44 - Introduction to Eddie Obeng 3:07 - Why Eddie started an online consulting metaverse 30 years ago 7:09 - Why remote work failed 9:41 - What happens when the pace of change is faster than our ability to learn? 16:56 - Policies and processes run irrespective of reality 20:10 - 3 rules to consider when trying to keep up with change 23:20 - What do high-performance organizations do in a world with excessive amounts of data 26:55 - Modern high-performance cultures don’t look back, they look forward 28:52 - Why organizations need weirdos but don’t have any 30:44 - How leaders can harness innovation by converting normal staff into productive weirdos 35:19 - The collaboration lessons we missed during WFH remote work 41:14 - Why is it hard for existing companies to become high-performance organizations 44:03 - Why corporate purpose is about orienting toward a customer, not ESG 47:29 - Success with diversity also depends on creating new ways to function 52:13 - The tooth fairy story: how KPIs can lead to bad behaviours 56:22 - AI - everyone is doing it but they don’t know why 1:01:08 - The 3-phase approach for transforming into high-performance organizations 1:05:24 - Find out more about Eddie 1:06:52 - The problem with “saving the planet” 1:07:42 - 5 methods for figuring out what’s not real aka “the truth” 1:12:43 - 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

Welcome 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. 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 - Mark Ritson Effectiveness: American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin. Search Engine Land - Barry Schwartz: Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected. Marketing Letters - Brand Growth Potential: Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category. Marketing Dive - Coca-Cola's AI Activation: Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13. The Drum - Huge Bets on Productization Model: Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally. Marketing Dive - Google's Generative AI Features: Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive. FastCompany - IDEO's Restructuring: Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential. Marketing Highlight: Oreo Case Study As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers. The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia. Results: 93% Global Presence: Oreo has solidified its footprint on a global scale. 8% CRP Growth: Demonstrating sustained consumer relevance and engagement. 26 Million New Shoppers: A testament to the effectiveness of their product flywheel strategy. +1 Global Rank Position: Reflecting Oreo's ascending position in the global market. Ad of the week https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s Coming up next week: Eddie Obeng - Building High Performance Organizations

Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry. However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction. In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws. Our Guest Webpage: https://johndawes.info/ LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/ 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/⁠ Links & Research: HBR - The One Number You Need to Grow https://hbr.org/2003/12/the-one-number-you-need-to-grow HBR - Where NPS Goes Wrong https://hbr.org/2019/10/where-net-promoter-score-goes-wrong Qualtrics - THe Ultimate Guide to NPS https://www.qualtrics.com/experience-management/customer/net-promoter-score/ Int. Journal of Market Research: NPS - What Should Managers Know? https://journals.sagepub.com/doi/10.1177/14707853231195003 A longitudinal Examination of NPS and Firm Revenue Growth https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth Byron Sharp - NPS does not predict growth https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/ Fred Reichheld - The Ultimate Question 2.0 https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1 Why NPS is a bad tool and what to use instead https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/ Brand Growth Potential https://link.springer.com/article/10.1007/s11002-023-09682-7 How Brands Grow https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560 Timestamps 0:44 - Intro to John Dawes 2:24 - What NPS is and how it’s measured. 3:50 - Why NPS benefits from extreme scoring 5:48 - The downside of the NPS scoring method 8:38 - Why 66% of Fortune 500 companies use NPS 10:40 - The false promise of high NPS scores 13:44 - The trouble with NPS-based incentives 16:46 - The disconnect between NPS scores and business performance 19:30 - The challenges of NPS with growing vs established brands 21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth 26:02 - Are NPS detractors actually bad? 29:50 - Is NPS a superior metric to CSAT scores for predicting growth? 33:17 - What is NPS good for & what to ask instead 37:56 - Can Google Reviews replace NPS? 39:25 - Metrics better than NPS for predicting growth 42:53 - Can we put the NPS genie back into the bottle? 46:47 - If not NPS for growth, then what? 49:32 - 50 years of brand performance disproves loyalty as a growth driver 52:19 - How to find out more about John 54:01 - 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

Welcome 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. 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: Unilever promotes internally to appoint new top marketer. Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/ What B2Bs Need to Know About Their Buyers. Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers Nestle promises an across-the-board increase in marketing spend. Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/ Synthetic data is suddenly making very real ripples - Mark Ritson Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/ Amazon upgrades ad suite with new data clean room, AI image generator Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/ Unilever thinks purpose is pointless for some brands Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/ The Marketing Moment: ZGM: AB is Calling Background In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer. Challenges Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities. Strategy Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province. Lead with The Cost of Living targeting Toronto & Vancouver Execution Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper Results AB had the biggest positive net migration from other provinces Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951. Ad of the Week The King & The Viking - Beats by Dre The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game. In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah. AD Link: https://youtu.be/EuUXiJW2HjY © 2023 Sleeping Barber

Right on time for the final sprint! Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in. This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period. Enjoy the show. Our Guest Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/ Touché!: https://www.touchemedia.com/en/ 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: Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/ Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/ Timestamps 0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group 3:12 - Q4 has become more of a marathon than the sprint it used to be 4:10 - Shopping habits of consumers 6:45 - How media consumption habits are affecting media buyers 7:56 - Applying viewer attention to ad platform impressions 9:16 - The impact of viewer attention on the measurement of long v. short term activations 11:03 - Pandemic and Inflationary affects on consumer shopping behaviour 13:55 - SportChek case study 16:50 - AI-based tech to build ad creative and increase speed to market 18:30 - Ad units to leverage in Q4 19:52 - The growing opportunity with Retail Media Networks (RMNs) 23:24 - How media buyers can integrate RMNs with brand s 25:05 - Splitting media budget between brand with activation ads in Q4 26:15 - Advice for winning Q4 28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media 30:53 - Audio placements: radio and podcast opportunities 32:22 - Media Mix Modeling and optimization of media spend 34:00 - The rule of thumb for splitting budget between media and creative 35:07 - Balancing reach with personalization 36:30 - Reaching loyal versus light customers 38:20 - Tips for small and medium-sized businesses 40:10 - Setting budgets for the holiday season & the Markov curve 42:44 - How to maximize ROI during the cyber 5 44:41 - Should companies hide online products to steer people into a store? 48:22 - Why retailers shouldn’t force customers into a sales channel 50:37 - Marketing metrics to focus on 54:04 - Why measurement is a big challenge 55:43 - Incrementality is the game, not ROAS or ROI 58:14 - Things to avoid in Q4 59:40 - 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

Welcome 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. 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: Eddie Bauer Changed its logo because Gen Z doesn’t read cursive: https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose Source: Fast Company ‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting. https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/ Source: Marketing Week Marketing enters its Taylor Swift era: Here’s what the numbers say! https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/ Source: Marketing Dive AD Platforms are Dropping New Toys for the Holidays https://marketingnewscanada.com/news/new-toys-from-meta-pinterest Source: Marketing News Canada Canadian Survey of Consumer Expectations—Third Quarter of 2023 https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/ Source: Bank of Canada Ads don’t wear out, Only marketers do https://www.marketingweek.com/consumers-tired-ads-marketers/ Source: Marketing Week The Marketing Moment Sprite: Heat Happens, Stay Cool. Literature links: Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat Ogilvy: https://www.ogilvy.com/work/heat-happens Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5 Ad of the Week Cadbury - Garage https://www.youtube.com/watch?v=JHEJfRnWyBM © 2023 Sleeping Barber

Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more. This episode will not disappoint. Enjoy the show. Our Guest: Roger’s Website: https://rogerlmartin.com/ LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/ Medium Blog: https://rogermartin.medium.com/ Thinkers 50: https://thinkers50.com/biographies/roger-martin/ HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter 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: HBR Articles https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9 Timestamps 0:44 - Intro 5:01 - Results from the Promise to the Customer (PTTC) report 6:59 - The difference between a brand promise and a PTTC 9:01 - Only 40% of campaigns include a PTTC 9:45 - A brand promise isn’t as powerful 11:48 - Small brands can also benefit from PTTC 13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is 16:45 - Eliminating bias in the WARC database and research methodology 19:06 - The hypothesis of what makes a brand. ie. FedEx 24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns 26:12 - Snickers: How to correctly build on a PTTC 28:45 - Why this is the most striking research result in Roger’s career 30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career 34:33 - Walmart’s Everyday low prices is a PTTC 35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico 40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet 43:27 - How P&G used the PTTC framework to evaluate their ad creative 49:44 - Why a PTTC can organize and align an entire company 52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate 57:45 - Customer loyalty is overrated, focus on habit instead 1:00:02 - Social media buzz is NOT a good indicator of PTTC success 1:04:04 - The first thing a CMO can do to benefit from the PTTC findings 1:06:15 - What’s coming with the PTTC framework 1:08:40 - Find out more about Roger (use the L.) 1:10:55 - Our best compliment ever 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

Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners. We hope that you enjoy it! 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: Lululemon & Peloton Deal: https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800 Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation: https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Only one in five CMO-CFO relationships are truly collaborative: https://www.marketingweek.com/cmo-council-cfo-relationship/ The New Coke Y3000: https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html Microsoft debuts a platform to help retailers launch and scale an ad business: https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/ Hornets launch jersey-patch deal with influencer MrBeast: https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast Our Marketing Moment How Lidl uses excess share of voice to boost sales & market share: https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s Ad of the Week IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign 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

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment. This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more. This is a very polarizing episode we hope you enjoy! Our Guest Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/ Hire Value Inc: https://hirevalueinc.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/⁠ Podcast Literature: HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace SHRM - Most people never complete job applications: https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx Social media has reinvented the way Gen Z finds jobs: https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs Timestamps 0:44 - Intro to Shelley 2:56 - The connection between marketing, brand and talent acquisition 4:54 - Winning the war for talent vs. the race for talent 7:26 - The difference between talent acquisition and HR 11:02 - Recruitment and HR have different incentives 14:37 - How corporate culture influences recruitment 18:54 - Why talent acquisition should live outside of HR (KPMG example) 22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent 25:28 - The skills for success in HR and recruiting are different 26:35 - Abandonment rate in application submissions 28:09 - How unqualified job seekers overload ATS 30:23 - How qualified candidates work around ATS 31:53 - How LinkedIn and Indeed work 34:44 - How great brands like Microsoft manage their talent & database 40:38 - Why candidates need to continuously invest in their personal brand 43:02 - Why the odds of getting a job through an online application are less than 1% 47:44 - The best way to write job descriptions and respond to them 53:16 - The traditional hiring system is broken - why networking is so important 58:54 - The one thing a company can do to fix talent acquisition 1:00:47 - The one thing a candidate can do to improve their odds of getting a job 1:05:38 - The one thing recruiters can do to create a great brand experience 1:07:55 - How to find out more about Shelley 1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands 1:14:07 - 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

Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss. Enjoy the show. Our Guests ------------ Ben Wise - https://www.linkedin.com/in/benwise1/ Head of Programmatic Media at Google Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/ Head of Programmatic Media, Agency at Google 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 -------------------- Understanding Programmatic - Think With Google https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ Programmatic analysis tools | BigQuery | Google Cloud https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ The Future of Programmatic Media in 2023 https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023 Google’s new prototype AI tool does the writing for you https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda Timestamps ------------ 0:44 - Introductions 3:25 - What is programmatic media buying? 5:40 - Targeting by Geo, Context, Audience and Private Marketplaces 9:55 - How programmatic media has evolved in Canada 12:01 - What inventory is available to programmatic media in Canada? 15:24 - Opportunities with Connected TV (CTV) 20:36 - How AI enhances media buying and creative placements 24:46 - Bringing programmatic in-house vs hiring agencies 27:40 - The right time & risks with bringing programmatic in-house 31:00 - Replacing people with robots? 33:03 - Performance measurement & attribution models 41:40 - Privacy sandboxes and public concerns 46:03 - Running experiments to create breakthroughs 50:10 - Factors driving programmatic growth and innovation 53:20 - 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

We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James. It's an episode you won't want to miss, so sit back, relax, and enjoy the show! Our Guests ------------ JP Castlin - https://www.linkedin.com/in/jpcastlin/ Strategic Management Consultant Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum Speaker James Hankins - https://www.linkedin.com/in/james-cp-hankins/ Global VP Marketing & Strategy Planning @ Sage (ERP) Consulting Strategist @ Vizer Consulting Co-Chair of IPA Share of Search ThinkTank @ IPA 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 -------------------- Questioning the Growth Dogma: https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991 The Gravity of Ecommerce: https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943? Winning the Final Mile: https://www.marketingweek.com/ecommerce-final-mile/ Evolution of OmniChannel to connected commerce: https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/ Unified Commerce: https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/ JP Creating Cash Flows: https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/ Digital Availability: https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/ The Jevons paradox: https://en.wikipedia.org/wiki/Jevons_paradox Timestamps ---------------- 0:46 - Intro to JP & James 3:10 - The attraction of eCommerce 4:03 - Why profits are elusive in an ecomm businesses 9:57 - Growth at all costs? 12:20 - Digital availability - why digital ads driving ecomm aren’t really ads 18:00 - Why we underestimate the costs of ecomm 22:14 - Ways to increase ecomm profits & effeciency 25:10 - The marketers responsibility to commercial creativity (not just ads) 27:40 - Recovering the margins of digital commerce 36:37 - Can small businesses compete with Amazon? 40:29 - Why so many DTC companies open retail stores 43:19 - Value chain vampires 47:02 - Why ROAS is not an optimal financial metric 49:25 - The problem with hiring marketing specialists 52:40 - Marketers can add value by understanding the business model 58:18 - The strategy behind the vegan sausage roll principle 1:02:03 - How to find out more about JP and James 1:03:50 - 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 © 2023 Sleeping Barber

In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books! Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development. Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show. Our Guest --------------------------- Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency 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: --------------------------- Yasmeen’s Books: ⁠⁠https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1⁠⁠ Patrick Campbell - Understanding Customers ⁠⁠https://turingfest.com/blog/patrick-campbell-saas-fundamentals/⁠⁠ Better Brief Project - ⁠⁠https://www.betterbriefs.com/⁠⁠ Yasmeen TEDx talk on Intuition - ⁠⁠https://www.youtube.com/watch?v=2w-eYtt3oiU⁠⁠ How to Be an Effective Product Marketer - ⁠⁠https://www.youtube.com/watch?v=j6v7PCpo-g⁠⁠ PM Course - ⁠⁠https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked⁠⁠ Product Marketing Alliance - ⁠⁠https://www.productmarketingalliance.com/⁠⁠ Timestamps: --------------------------- 0:44 - Intro to Yasmeen 2:18 - What is product marketing 5:46 - How does the role of a product marketer differ from regular marketers 10:55 - How brand and product marketers can work together 13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle 16:02 - Why market research is so important 20:19 - Humility is a key skill for product development 22:35 - The most common mistakes product marketers make 25:34 - The importance of a community in product development 27:25 - Getting leadership buy-in with the go-to-market plan 29:45 - What happens if the baby (product) is ugly? 34:17 - Differentiation vs. Distinctiveness - what matters? 39:01 - Repositioning existing products 43:04 - How to craft a positioning statement 47:32 - How do you manage priorities when things are moving so fast? 51:54 - 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

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

Welcome back to yet another episode of the Sleeping Barber Podcast. We're thrilled to have Avinash Kaushik, the Chief Strategy Officer at Croud, on our show today. With a background at Google and well-earned reputation for insightful digital perspectives, Avinash brings a wealth of knowledge in digital marketing, data science, and much more to our conversation. In this enlightening episode, we navigate through a myriad of topics. We delve into the frequent pitfalls surrounding KPIs in marketing, scrutinize the limitations of traditional marketing funnels, and unpack the impactful concept of incrementality. Avinash offers an alternative approach that promises to enlighten your strategies. Make sure to stick around until the end for a post-show chat with our hosts, Marc and V. Believe us when we say this episode is one you wouldn't want to pass up! So, without further ado, let's jump right in! ____________ Our Guest: Follow Avinash Kushki: https://www.linkedin.com/in/akaushik/ ____________ Literature Get a Grip on Incrementality: https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-incrementality Most Important KPIs: https://www.kaushik.net/avinash/the-most-important-business-kpis/ Driving Innovation from customer intent: https://www.youtube.com/watch?v=OzFegvyVJRM Incrementality: https://www.linkedin.com/posts/akaushik_marketings-incrementality-business-results-activity-7029572543795630080-w-P0/ Brand & Performance Silos: https://www.linkedin.com/posts/akaushik_at-my-ripe-old-age-it-upsets-me-when-i-activity-7037000489066004480-trfZ/ See, Think, Do, Care Framework: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/ ____________ 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: O:55 - Intro to Avinash Kaushik 3:38 - The 2 big measurement mistakes many marketers make about KPIs 9:44 - Traps that misguide marketers 14:48 - Why funnels idiodic and a what to use instead of them 20:48 - How to measure both short-term and long-term campaigns 25:26 - What is incrementality, why does it matter & how is it different from ROI? 30:20 - The ladder of awesomeness 33:30 - The shock of measuring incrementality 35:55 - Different types of incrementality 47:12 - Anybody can suck less, how any size company can use incrementality 51:48 - Customer curiosity & open mindedness makes marketers better 58:44 - What marketers need to learn 1:05:08 - Avinash’s career path to Croud 1:07:40 - How to find out more about Avinash 1:08:50 - Post pod discussion 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

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

In this week's episode, we are thrilled to welcome Tom Roach, the VP of Strategy at JellyFish, a marketing performance company. During our conversation with Tom, we'll explore a wide range of themes that are top of mind for marketers in today's rapidly evolving landscape. We delve into some thought-provoking questions frequently on marketers' minds, such as the value of advertising, the importance of purpose and how it can be a critical driver of success in marketing, and explore the nuances of ROAS and ROI.  So, be sure to tune in and join us for this great episode! ____________ Our Guest: Follow Tom Roach: https://www.linkedin.com/in/tom-roach-5b468026/ Follow JellyFish: https://www.linkedin.com/company/jellyfishglobal/ Tom's Blog: https://thetomroach.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 and Links: Why Advertising Will Never Die: https://thetomroach.com/2022/06/06/why-advertising-will-never-die/ Modern Marketing Myopia is Losing Perspective: https://thetomroach.com/2021/05/01/modern-marketing-myopia-is-marketing-losing-perspective/ The Most Valuable Business Tool Ever Invented: https://thetomroach.com/2020/11/12/the-most-valuable-business-tool-ever-invented/ Most Marketing is Bad Because it Ignores the Most Basic Data: https://thetomroach.com/2020/11/10/most-marketing-is-bad-because-it-ignores-the-most-basic-data/ The Stupidity of Sameness and the Value of Difference: https://thetomroach.com/2020/11/09/the-stupidity-of-sameness-and-the-value-of-difference/ Beware of ROAS, ROIs Dangerous Digital Twin: https://thetomroach.com/2022/10/22/beware-of-roas-rois-dangerous-digital-twin/ ____________ Timestamps 0:47 - Intro 2:43 - Is there value in advertising? 6:05 - Are Superbowl ads worth the cost? 8:12 - Advertising as a strong force vs. a weak force 13:40 - Why the pendulum is swinging back to brand from performance advertising 18:03 - Amazon is one of the worlds largest advertisers.Is Tesla next? 22:03 - Open letter to CMOs - the value of brand building 27:39 - The different levers of brand building 30:31 - Bothism and balance in short and long-term marketing 32:43 - Difference vs. Differentiation - are they the same? 38:57 - Is differentiation sustainable? 41:13 - Purpose 43:15 - When purpose works 47:14 - ROI and it's evil twin ROAS 54:18 - How and what to consider for brand measurement 59:49 - More about Tom 1:02:03 - Post Pod ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyf

We are thrilled to have Dr. Hermann Simon return to our show. Dr. Simon has just published his newest book, "Beating Inflation: An Agile, Concrete, and Effective Corporate Guide." During our discussion, we explore various topics and tactics that organizations use to navigate these uncertain times. We delve into the significance of marketing and sales departments and, most importantly, how to keep your organization agile during this period. This conversation is timely, and we are confident you will enjoy it. Enjoy the show. ____________ Our Guest: Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/. Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&amp;-partners/. Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/ Beating Inflation: https://www.amazon.com/Beating-Inflation-Concrete-Effective-Corporate/dp/3031200926 ____________ 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 0:41 - Introduction 1:55 - Inflation is everywhere in the news. Hermann’s definition of inflation. 5:16 - Price goes up, and the value of your moneys goes down. But what is your actual buying power? 6:35 - Inflation has been steady for so many years. What is the effect on consumers? 8:27 - What are the main causes of inflation? Are there commonalities? 11:37 - Nothing fixes a high price like a high price. What is the driver for reduction? 13:34 - The implications of inflation. 16:10 - How problematic is it for companies to navigate this new economic climate? 18:20 - Communicating value during inflation 20:30 - How are professional services affected during inflation? 23:30 - Customers' willingness to pay for professional services. 25:20 - Profits = price x volume - costs and phantom profit. 27:10 - What is phantom profit? 29:45 - Price fluctuation, not just at the pumps. 33:00 - Should organizations manage prices like they do at gas pumps? 34:00 - Are there mechanisms that organizations should think about when increasing prices? 36:30 - Why is there a lag in salary increases? What should companies do? 38:35 - What is the time lag for salary increases? 40:00 - Should the organization increase pricing gradually? Or go all in? 41:19 - Maintaining pricing agility 42:30 - What are some pricing strategies people can follow in this climate? 48:00 - Can marketers take advantage of pricing power? 49:50 - What kind of messaging can marketers focus on driving pricing power? 52:00 - Bundling. The inflation silver bullet? 55:45 - What can the sales force do during inflationary periods? 57:14 - Hermann’s advice to CEOs 59:32 - Post-Pod discussion ____________ 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</

In this episode, we're joined by Mary Kyriakidi, a Global Thought Leader at Kantar and a long-time friend of the show. We delve into her modern marketing dilemmas series and explore multiple topics. The three triggers of equity, experience, and activation, the role of meaning, difference, and salience in marketing and the importance of designing engaging experiences. It was a great conversation, and we had a lot of fun recording it.&nbsp; So, sit back, relax, and enjoy the show! ____________ Our Guest: Follow Mary Kyriakidi on LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/ Mary's Brandberries Author Website: https://www.thebrandberries.com/author/mary-kyriakidi/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Modern Marketing Dilemmas Series: What Role Does Brand Play in The Consumer Decision Journey: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-what-role-does-brand-play-in-the-consumer-decision-journey How should marketers stand up to recession? https://www.kantar.com/north-america/inspiration/brands/modern-marketing-dilemmas-how-should-marketers-stand-up-to-recession&nbsp; Where does performance marketing meet brand building? https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-where-does-performance-marketing-meet-brand-building&nbsp; ____________ Timestamps: 0:43 - Intro 2:28 - Mary’s 2022 Wish. 4:28 - The consensus around mental and physical availability for driving growth. 6:15 - The role of triggers - equity, experience, activation. 10:25 - Are all stages created equally through the eyes of the consumer? 11:45 - Equity and the relationship of annual recurring revenue 13:20 - Equity, Experience and activation vs. other models. 17:12 - Mental availability and the customer experience. 20:15 - Experience design and brands and how does it live holistically within organizations 22:21 - The happiest place on earth? Marc’s Disney experience. 25:26 - Designing experiences for your business 26:40 - Can brands sell the same products but win by differentiating on customer experience? 31:28 - Sampling products and the ability to drive long-term revenue. 32:23 - Can you increase the purchase frequency of a brand by designing an experience? 36:35 - Should marketing teams be involved in building brand experiences across departments? 41:00 - Distinctiveness and brands. 43:30 - Branding is a shortcut for the brain. 44:40 - Does re-branding happen too often? 48:10 - The influence of meaning, salience, and difference 54:30 - The evolution of marketing 55:46 - Mary’s wish for 2023 58:00 - Post-pod with Marc and V ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF&nbsp; Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw YouTube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Happy New Year, everyone! We are back with season 2 of the Sleeping Barber Podcast, and we are starting off with a bang! For our first episode of 2023, we welcome Andrea Belk Olson, CEO of Pragmadik, speaker, customer-centricity expert and author of What to Ask: Finding out what Your customers want and why it matters. We discuss why organizations struggle with being truly customer-centric, the 3W ideation framework, and so much more! We hope you enjoy the show. ____________ Our Guest: Follow Andrea Olson: https://www.linkedin.com/in/olsonandrea1/ Personal Website: https://www.andreabelkolson.com/ Company Website: https://www.pragmadik.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Developing a Customer-Centric Strategy: https://www.linkedin.com/pulse/developing-customer-centric-strategy-andrea-belk-olson-msc/ Andrea's Book: https://www.amazon.ca/What-Ask-Learn-Customers-Need/dp/1637740778/ref=asc_df_1637740778/ ____________ Timestamps: 0:42 - Intro 1:30 - Peter Drucker and Lawrence Abbot 2:00 - Why Do Organizations Struggle with Truly Being Customer Centric 5:42 - Reframing customer centricity 6:40 - Customer Personas, are they useful? 8:20 - What do marketers need to be doing differently to understand better a customer's needs 10:50 - NPS, Jobs to be done, how do these factor into customer centricity? 14:43 - Rational and emotional satisfaction 16:50 - NPS can be misleading 18:00 - Jobs to be done, category entry points, and the milkshake story 22:10 - The 3W ideation process 24:14 - About a customer, for a customer and from a customer 27:05 - How can organizations self-assess if they are genuine customer-centric 33:45 - A deep dive into the 3W ideation process 44:40 - How long does the 3W process typically take? 47:40 - How do you link and test ideas for revenue? 50:00 - What is getting you excited about 2023? 55:40 - Post Pod ____________ Where to Listen: Apple Podcasts: https://podcasts.apple.com/us/podcast... Spotify: https://open.spotify.com/show/4v0kaM3... Google Podcasts: https://podcasts.google.com/feed/aHR0... YouTube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

As the curtain falls on the first season of the Sleeping Barber Podcast, Marc and Vassilis reflect on the many conversations with their guests over the year and highlight their key “uh huh” moments. This is a shorter podcast (by our standards), so sit back and enjoy this conversation with a cup of egg nog beside a crackling fire. Seasons greetings to all our listeners! We are looking forward to 2023.&nbsp; ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:46 - Show Intro 2:14 - Mary Kyriakidi customers are serial adulterers 5:10 - Chris Walker B2B and B2C customers are more similar than we’d like to believe 7:05 - Nicole Hartnett media reach is more important than frequency 8:12 - Roger Martin, the relentless focus on the consumer 10:26 - Roger Martin disruption is not an equal opportunity event 11:40 - Jennifer Riel creates great choices by falling in love with ideas that aren’t ours 14:50 - Dave Bunce why marketers need to learn the language of finance 18:34 - Hermann Simon Profit = Price x Volume - Costs 25:22 - Sandeep Dayal, the ethics of marketing 28:24 - Orlando Wood and Jon Evans broad-beam attention 30:14 - Jon Mowatt creating emotional video content for the context of consumption 31:25 - Ty Heath, Faisal Sidiqqui and Ian Barnard performance branding on big or small budgets 31:56 - Tom Goodwin challenging the trends &amp; creating innovative pilot projects 36:22 - Dan White, the importance of continuous learning for your marketing career 39:22 - Where the Sleeping Barber’s name came from ____________ Where to Listen Apple Podcasts: https://podcasts.apple.com/us/podcast...&nbsp; Spotify: https://open.spotify.com/show/4v0kaM3...&nbsp; Google Podcasts: https://podcasts.google.com/feed/aHR0... &nbsp; Youtube: https://www.youtube.com/@sleepingbarberpodcast&nbsp; © 2022 Sleeping Barber

Episode 19 is here, and it's a good one!&nbsp; We host Tom Goodwin, an advertising and media provocateur, speaker, and consultant. He is the author of the book Digital Darwinism which is now in its second edition. He answers our questions regarding marketing trends lists, why they don't change much over time, what is simply noise, and we even get into elements of his book. &nbsp; This is a thought-provoking episode that you should make time for.&nbsp; Enjoy the show! ____________ Our Guest: Follow Tom Goodwin: https://www.linkedin.com/in/tomfgoodwin/ Company Website: https://www.allwehaveisnow.co/ Personal Website: https://www.tomgoodwin.co/&nbsp; The Edge: https://www.euronews.com/next/next-series/the-edge ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Surviving A Mass Extinction Event in The Corporate World: https://mackinstitute.wharton.upenn.edu/2019/surviving-a-mass-extinction-event-corporate-world/ For All The Talk of Change, Things Haven't Changed That Much: https://www.linkedin.com/posts/tomfgoodwin_for-all-the-talk-of-change-things-have-activity-6986720297160744960-V41T/ Tom's Book: https://www.amazon.ca/Digital-Darwinism-Surviving-Business-Disruption/dp/1398601926/ ____________ Timestamps: 0:46 - Intro to Tom 3:00 - Why are annual trends popular? 5:04 - Why don’t trends change very much over time? 7:19 - Nowism 9:47 - Why do we get sucked into trends 13:04 - Is there any truth to the unprecedented disruption argument? 15:22 - The gulf between trends and innovation 18:23 - Most companies don’t have to change 21:26 - The frustration with trends 22:55 - Why ideas die 26:03 - What we should learn from the past revolutions 29:27 - We haven’t taken advantage of what already exists 31:18 - What are companies getting wrong about digital transformation 33:45 - Leading change through pilot projects 35:29 - Getting digital transformation right 39:00 - Why McDonalds is one of the best digital transformation case studies 42:22 - Marketers need to share insights outside of marketing 48:36 - Why we struggle with customer centricity 51:10 - What is the opportunity for digital transformation in B2B? 53:08 - Why VC funding is getting it wrong 57:30 - Companies getting it right with trends 59:11 - How to learn more about Tom 1:00:11 - Post-Pod with V and Marc

On this week's episode of the Sleeping Barber Podcast, we are excited to welcome Prof. Hermann Simon to the show. Prof. Simon is a bestselling author of more than 40 books and is a leading authority in pricing. His accolades include being inducted into the Thinkers50 Hall of Fame and having a Chinese business school named after him in Shouguang.&nbsp; We had the pleasure of discussing&nbsp;various topics, like defining the three drivers of profit, good v. bad market share, profit killers, and much more. It was an incredibly enlightening conversation we know you'll enjoy.&nbsp; Enjoy the show. ____________ Our Guest: Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/. Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&amp;-partners/. Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/&nbsp; Confessions of the Pricing Man: https://www.amazon.ca/Confessions-Pricing-Man-Affects-Everything/dp/3319203991/ref=sr_1_1 ____________ 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 and Links: The Pricing Man Summary: https://jamesclear.com/book-summaries/confessions-of-the-pricing-man Hermann Simon Articles: https://hermannsimon.com/articles/ Herman Simon Books: https://hermannsimon.com/books/&nbsp; ____________ Timestamps 0:48 - &nbsp;Intro to Hermann Simon 2:46 - Price, the neglected stepchild of the 4Ps 4:29 - Cost plus, the most frequent pricing mistake 7:00 - Why profit, not volume, is the only meaningful goal of a business 9:45 - Why the airline industry is prone to price wars 12:15 - Profit killers: overcapacity &amp; market share 14:56 - How to counteract price war 17:19 - Why do marginal costs define the lower price limit 19:06 - The three drivers of profit &amp; which is most effective 23:08 - Why companies should orient to price, not volume 26:49 - Reconciling shareholder return vs. profit maximization 29:15 - Good v. bad market-share 32:02 - Pricing and where does it live 36:00 - The two categories for salespeople. Value sellers and price sellers.&nbsp; 41:22 - Price and its effect on product development 45:00 - Understanding pricing models 52:45 - Subscriptions-based pricing model 56:30 - Customers' willingness to pay 1:05 - Post pod discussion with Marc and V

On this week's episode of the Sleeping Barber Podcast, we are delighted to have on the show two fantastic guests. Jon Evans, Chief Marketing Officer and 'Uncensored CMO' at System1 Group and Orlando Wood, Chief Innovation Officer at System 1 Group. We discuss the theory and practice of effective ads, the impact digital has had on advertising effectiveness while also&nbsp;spending time understanding why left-brain versus right-brain thinking is wrong.&nbsp; This is an episode you don't want to miss. Enjoy the show! ____________ Our Guests: Follow Jon Evans: https://www.linkedin.com/in/uncensoredcmo/ Follow Orlando Wood: https://www.linkedin.com/in/orlando-wood-6a62946/ Listen to the Uncensored CMO Podcast: https://uncensoredcmo.com/ Follow the System 1 Group: https://www.linkedin.com/company/system1-group/ ____________ 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 and Links: Lemon, the Book: https://www.amazon.ca/Lemon-advertising-brain-turned-sour/dp/0852941471/&nbsp; Look Out, the Book: https://www.amazon.ca/Look-Out-Orlando-Wood/dp/0852941498/ Lemon Video: https://www.youtube.com/watch?v=XUXYRf5O5T4&amp;t=1031s Look Out Video: https://vimeo.com/646872264 GoDaddy Ad: https://www.youtube.com/watch?v=5Z1nlSDcRSk Yorkshire Tea: https://www.youtube.com/watch?v=ulKeJYl0Hac Barclay Credit Card: https://www.youtube.com/watch?v=xsh0hlnDvKA Tide Ad Analysis: https://www.youtube.com/watch?v=MpyHVXNtOlw ____________ Timestamps 0:46 - Intro to Jon and Orlando 4:14 - The “purpose” of advertising 7:35 - Declining effectiveness of advertising 12:36 - Attention and why left v right Brain thinking is wrong 18:27 - The impact of digital on advertising effectiveness 22:54 - The correlation between Orlando’s work, ad effectiveness and business outcomes 27:50 - &nbsp;The value of testing creative 32:32 - The negative impact of performance marketing 33:58 - Long-term versus long-lasting effects of brand building 36:19 - Differences between ads built for narrow versus broad beam attention 40:03 - The impact of excess Share of Voice (eSOV) and creative effectiveness 43:38 - Are there bad ads? 44:30 - Can ads have too many messages? 49:07 - Industries leading the adoption of testing creative 53:19 - Channel choices - the importance of attention and reach 57:05 - Do these principles and results apply to B2B? 1:01:49 - Why brand building is effective before Black Friday 1:04:21 - Postpod with V and Marc

In this episode of the Sleeping Barber Podcast, we speak with Sandeep Dayal, author of Branding Between the ears, to discuss how marketers can use cognitive science to build lasting consumer connections. We also dive into the topics of brand purpose, elements of cognitive brands, and saganaki! Enjoy the show. ____________ Our Guest: Follow Sandeep Dayal on LinkedIn: https://www.linkedin.com/in/sandeep-dayal-8361b61/ Branding Between the Ears: https://www.amazon.ca/Branding-Between-Ears-Cognitive-Connections/ Author Page: https://www.sandeepdayal.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: Rethinking How To Appeal To Consumers Using Cognitive Science - https://chiefexecutive.net/rethinking-how-to-appeal-to-consumers-using-cognitive-science/ Interview with McKinsey and Company - https://www.mckinsey.com/featured-insights/mckinsey-on-books/author-talks-if-you-dont-understand-how-are-you-going-to-help Timestamps 0:42 – Introduction 2:07 – What is cognitive branding 5:00 – Customer centricity and what does it mean? 6:05 – Brain sciences and their associations with branding 7:40 – How does the brain work? 11:40 – Challenging traditional branding models 17:30 – Fresh-baked cookies and branding 18:15 – Triggers for cognitive branding 19:00 – The three elements of cognitive brands 23:20 – Consumer insights and being in the field makes a difference 24:30 – Vibes, sense and resolve and their associations with consumer trust, consumer confidence and consumer satisfaction 27:40 – Strategy and execution should be treated as one 32:00 – Does brand purpose even matter? 37:00 – Dove’s real beauty campaign 41:07 – Embrace what you are; you don’t always need to have a purpose 45:30 – Key moments that have an effect on brands 50:40 - Brands peak moments – OPA! 52:20 – Surprise and delight 56:14 – Ethics and marketing 1:04 - Post-pod discussion with Marc and V

Budget planning.&nbsp; These two words can bring back nightmares for many marketers. A daunting task that pins marketers against finance departments in a game of chicken to see who blinks first. We know how difficult this process can be, so we called an expert to help us.&nbsp; In this week's show, Dr. Grace Kite, Founder and economist, joins us from Magic Numbers to discuss budget planning, channel distribution, and what percentage of total revenue should be allocated to marketing. She also helps us understand the role of econometrics and shares how she really feels about CPA! This is a timely episode that we know you will enjoy. Enjoy the show! ____________ Our Guest: Follow Dr. Grace Kite on LinkedIn: https://www.linkedin.com/in/grace-kite/ Magin Numbers: https://magicnumbers.co.uk/ Magic Numbers Profile: https://magicnumbers.co.uk/people/dr-grace-kite/ Marketing Week Author Page: https://www.marketingweek.com/author/grace-kite/ ____________ 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: Three data-led pointers for marketers during budget season: https://www.marketingweek.com/grace-kite-three-pointers-budget-season/ When it comes to marketing payback, words matter just as much as numbers: https://www.marketingweek.com/grace-kite-marketing-payback-words/ If there was a marketing effectiveness ‘crisis’, it’s now over: https://www.marketingweek.com/grace-kite-effectiveness-crisis/&nbsp; ____________ Timestamps: 0:40 - Introduction to Dr. Grace Kite 1:30 - What percentage of total revenue should be allocated to marketing? 6:30 - Does the industry impact what percentages of total revenue are allocated to marketing? 9:00 - What is the best way to allocate your budget? 10:30 - Econometrics and channel distribution. &nbsp; 11:50 - The 60/40 rule, budget allocation, and the nuances between offline and online. 14:00 - Excess share of voice and its impact on setting budgets. 17:30 - Market orientation and its impact on budget planning. 20:00 - Budget planning during a crisis. 23:00 - And why testing is important. 26:00 - Reach vs. frequency. 29:35 -&nbsp;Academic research may not be representative of all industries.&nbsp; 31:20 - Online vs. Offline media 38:04 - Did we shift to digital means more than we should have? 40:10 - CPA and why it can be misleading. 44:00 - What is incrementally? 49:00 - When SEM is important 52:36 - The role of econometrics measuring the efficacy of marketing. 54:00 - Defending research and the marketing budget. 57:30 - Defending budgets through the lens of time. 59:40 - Decrease in price sensitivity. How do marketers influence price sensitivity?&nbsp; 1:09 - How to get in touch with Grace 1:10 - Post-pod discussion with Mark and Vassilis

Marketing. It's meant to be at the core of every business, bridging the gap between product and customer. In this episode of the sleeping barber podcast, our hosts Marc Binkley and Vassilis Douros debate if our discipline is at a crossroads. They discuss a myriad of topics covering the lack of identity of our discipline, CMO tenure, and even misguided marketing perspectives. This episode will leave you reflecting on what you, as a practitioner, can do differently and how to better adopt evidence-based decision-making. Enjoy the show. ____________ The Sleeping Barber - A Marketing 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: Special thanks to friends of our podcast, Kantar, for sourcing great literature for us. Creating better briefs - betterbriefs.com How CEOs Grade Their CMOs - Forbes Is The CMO Tenure Narrative Wrong? - Forbes Total Marketing ROI - Kantar The Imperative of Imagination - Kantar Media Reactions 2022 - Kantar The CMO Survey® - London Business School If there was a marketing effectiveness 'crisis,' it's now over - MarketingWeek Look at your brand from the customer's perspective, not the other way round - MarketingWeek Average CMO Tenure Holds Steady at Lowest Level in Decade - WSJ ____________ Timestamps: 0:46 - Intro 2:18 - Marketing has a lack of identity 3:58 - What happened when marketing was led without an executive 6:10 - The "Evidence" why marketing is in trouble: CMO tenure, misguided perspectives, lack of effectiveness 8:14 - The CMO unicorn &amp; the disciplines needed to succeed 11:03 - The merging of CMO and CDO 13:30 - Media Mix Modelling and Multi-touch attribution 15:09 - It's the death of ___ 19:02 - The decline in marketing effectiveness 21:48 - The importance of creative 24:15 - Marketing has zero strategy 26:35 - Briefs and strategy 33:21 - The problem with quick wins 36:45 - Improving our metrics with evidence-based decision making 40:27 - Why do we default to myopic marketing myths? 43:15 - The misguided perspectives in marketing 48:00 - Are we really consumer-centric? 54:48 - The 4 Ps of marketing 57:17 - Conclusion - Is marketing really in trouble?

After a small summer break, we are back to kick off the year's second half with a great guest lineup. In this week's episode, we welcome Jennifer Riel, Partner and Head of Strategy at IDEO, and co-author of Creating Great Choices. We discuss the similarities between Design Thinking and Integrative Thinking and when to use each model. We also touch on the importance of decoupling ideas from the person and get into a case study of the integrative thinking process: Brand Building v. Short Term ROAS. This episode is definitely worth the listen! Enjoy the show! ____________ Our Guest: Follow Jennifer Riel on LinkedIn: https://www.linkedin.com/in/nicole-hartnett/. IDEO Profile: https://www.ideo.com/people/jennifer-riel IDEO: https://cantwait.ideo.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: Creating Great Choices: https://www.amazon.ca/Creating-Great-Choices-Integrative-Thinking/dp/1633692965/ TEDx Talk; The Importance of Being Wrong: https://www.youtube.com/watch?v=o_suhntFmqY Harvard Business Review: The One Thing you Need to Know About Managing Functions Transcending Either or Decision Making ____________ Timestamps: 0:45 - Intro to Jennifer & using integrative thinking to create great choices 2:30 - Similarities between Design Thinking and Integrative Thinking 7:48 - When to use each thinking model 9:30 - The fundamental question for strategy 12:30 - Why do we need to make time for creating great choices 18:52 - How incentives influence our decisions 23:55 - The cost of failure changes over time 26:45 - How to engage with other people 29:08 - Why we should decouple people from ideas 33:20 - What leaders and executives can learn from kids and Jay Z 39:06 - No judgement: IDEO's rule for brainstorming 40:37 - Why creativity (not artistry) is essential in decision making 43:24 - How to know when to use integrative thinking 49:54 - A case study of the integrative thinking process: Brand Building v. Short Term ROAS 1:07:49 - How to find out more about Jennifer 1:08:32 - Post Pod discussion with V and Marc

In this week's show, we welcome Dr. Nicole Hartnett, Senior Marketing Scientist from the Ehrenberg-Bass Institute for Marketing Science. We discuss the laws of marketing, what happens to brands when you stop advertising, how to build strong brands on distinctive assets, and even spend time discussing loyalty myths. Nicole shares a lot of insights that we know you will find valuable! Enjoy the show! ____________ Our Guest: Follow Dr. Nicole Hartnett on LinkedIn: https://www.linkedin.com/in/nicole-hartnett/. Ehrenberg-Bass Institute: https://www.marketingscience.info/&nbsp; Marketing: Theory, Evidence &amp; Practice: https://www.amazon.ca/Marketing-Evidence-Practice-Byron-Sharp/dp/0195590295/ref=asc_df_0195590295/ ____________ 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: When Brands Stop Advertising: https://www.marketingscience.info/when-brands-stop-advertising/ Marketers' Intuitions about the Sales Effectiveness of Advertisements:&nbsp; https://www.researchgate.net/publication/304764587_Marketers'_Intuitions_about_the_Sales_Effectiveness_of_Advertisements How Brands Grow: https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560/ref=asc_df_0195573560/ How Brands Grow Part 2: https://www.amazon.ca/How-Brands-Grow-Emerging-Services/ Building Distinctive Brand Assets: https://www.amazon.ca/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/&nbsp; ____________ Timestamps: 1:00 - Intro to Nicole 3:19 - The difference between repertoire and subscription markets 9:34 - Loyalty myths, the law of double jeopardy &amp; why market penetration matters 13:55 - What influenced our fixation on loyalty 16:14 - Law of buying frequencies: why light category buyers are important 22:55 - Time &amp; the illusion of solely loyal customers 26:29 - Penetration, the sustainable root to growth, is driven by mental &amp; physical availability 29:58 - Proof of physical availability - private label substitutions from retailers 32:08 - Reach versus frequency - why reach is non-negotiable and the diminishing returns of high frequency 35:35 - How accurate are these laws? 41:20 - Ads don’t work on me: what happens when brands go dark 50:40 - Building solid brands through distinctive assets 55:20 - What makes a great ad - the Old Spice case study 1:01 - The difference between creativity and branding 1:04:03 - Why Nike needs to reconnect the Name with the Swoosh 1:05:38 - Brand awareness and category entry points 1:08:44 - How to contact Nicole 1:10:00 - Post-Pod discussion with V and Marc

On this edition of the Sleeping Barber podcast, we welcome Jon Mowat, award-winning content creator and video strategy expert. Initially working as a director at the BBC, he now turns his expertise to helping businesses achieve their objectives through engaging and powerful video campaigns as managing director of Hurricane Media - one of the UK's leading video marketing agencies.&nbsp; Author of the book, Video Marketing, Create Engaging Video Campaigns to Drive Brand Growth and Sales, we spend time discussing the nuances of video marketing, some of the do's and don'ts and tea towels! It's a great listen we hope you enjoy. ____________ Our Guest: Follow Jon Mowat on LinkedIn: https://www.linkedin.com/in/jonmowat/ Hurricane Media: https://www.linkedin.com/company/hurricane-media/ Link to book: https://www.koganpage.com/product/video-marketing-9781398601147 20% off Promo code: sleepingbarber20 ____________ 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 - Jon Mowat Bio 2:08 - A funny story from Iraq 4:01 - What makes video so unique 6:03 - Video across the sales funnel 8:17 - How video has changed 10:45 - How to use video across different touchpoints 13:46 - Video is more than just a TV commercial 16:09 - Where people watch video matters 19:44 - Video marketing planner 21:06 - Don’t waste your money: pre-plan your video shoot 25:08 - Less is more - Emotion, Fact and Action helps brand videos Airbus example https://youtu.be/Bw66ZJR2-8w 28:44 - Which emotion is important for your brand? 31:49 - Why emotion is important in B2B 33:14 - Why does video work 37:48 - How to prioritize the goals of video 42:48 - Why video costs more than email 45:47 - How to test a video 48:44 - Death by committee: how to protect ideas for your video 52:00 - Do you build videos for the channels, the idea or the audience? 55:40 - Do your objectives match your video’s performance metrics? 59:30 - More about Jon discount code: SleepingBarber20 1:01:01 - Post pod with V and Marc

The Sleeping Barber podcast welcomes Graham Staplehurst, Director of Thought Leadership at BrandZ Kantar, and Jorge Alagon, Global Head of Data Science Innovations at Kantar. On this episode, we discuss the 2022 Global Brandz Report and decouple the 'Meaningful Difference Framework.' We also discuss what it means for brands to be salient, meaningful, and different, as well as how they can use the framework to create value. It is a fantastic conversation that we're confident you will enjoy. ____________ Our Guests: Follow Graham Staplehurst on LinkedIn: https://www.linkedin.com/in/gstaplehurst/ Follow Jorge Alagon on LinkedIn: https://www.linkedin.com/in/jalagon/&nbsp; The 2022 Global BrandZ Report: https://www.kantar.com/campaigns/brandz/global The Meaningful Difference Framework: https://kantaraustralia.com/kantar-millward-browns-meaningfully-different-framework-receives-marketing-accountability-standards-board-accreditation/ ____________ 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 0:43 - Introduction to Graham Staplehurst and Jorge Alagon 2:34 - The Brandz Model and tracking the value of brands 4:27 - What is the vision of Brandz? 6:50 - How are brands valued? 9:20 - What makes Kantar's database valuable? 13:20 - What is the meaningful difference framework? 20:00 - What other attributes were considered for the meaningful difference framework? 25:20 - Understanding salience 28:42 - How does emotion stand as an attribute within the meaningful difference framework? 35:00 - Are brands really important? What does neuroscience say? 37:00 - How do brands create value? 39:30 - What are the important attributes marketers should be applying? 47:40 - How do you weigh the meaningful difference attributes against one another? 50:40 - How is 'difference' defined in the meaningful difference framework? 56:00 - The attributes help nudge consumers 56:45 - How actionable are the three core attributes? 01:00 - How to think about being meaningful as a brand 01:01 - Are there nuances between B2B and B2B industries? 01:09 - Post pod discussion&nbsp;

In this episode of the Sleeping Barber, we welcome to the show Ty Heath, Director, Market Engagement at the B2B Institute at LinkedIn, where we discuss the contrarian matrix, the future cash flow model, the importance of content and emotion in B2B marketing and so much more. &nbsp; While the focus of the discussion revolves around B2B, Ty shares a lot of great information that can apply to B2C as well. Enjoy the episode! ____________ Our Guest: Follow Ty on LinkedIn: https://www.linkedin.com/in/tyronaheath/. Research from the LinkedIn B2B institute: https://business.linkedin.com/marketing-solutions/b2b-institute Get more information on Ty Heath: https://tyronaheath.com/. ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/&nbsp; Get in touch with our hosts:&nbsp; Marc Binkley: https://www.linkedin.com/in/marcbinkley/&nbsp; Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:41 - Introduction to Ty Heath 1:48 - A little on the LinkedIn B2B institute 4:32 - The contrarian matrix and the value to businesses 6:35 - How to succeed in B2B marketing 9:00 - What are the blind spots for marketers? 11:43 - What is performance marketing? 12:40 - Does the orientation of a company change how it performs? Marketing vs. Sales. 16:16 - Orienting a team around the consumer decision journey. 17:14 - Where does brand live in a B2B organization? 22:45 - Marketing and Sales teams, how do they play nice? 26:20 - Creating shared outcomes, why is it so difficult for organizations? 28:42 - The Finance department and how marketers can make a greater impact. 31:43 - Storytelling internally. 33:35 - Future cashflow model. 38:40 - The importance of content and emotion in B2B marketing. 44:28 - What marketing trends should marketers lean into? 46:49 - Post Pod discussion

The importance of 'brand' cannot be understated, while at the same time, the most significant barrier for marketers is budget. But what if we would tell you that you can build a brand with a small budget? In this episode of the Sleeping Barber, we welcome Faisal Sidiqqui and Ian Barnard to discuss their marketing guide on building a big brand on a small budget. It's a conversation that you won't want to miss. Enjoy the episode! ____________ Our Guests: Follow Ian on LinkedIn: https://www.linkedin.com/in/ian-barnard-76a76251/ Follow Faisal on LinkedIn: https://www.linkedin.com/in/mfaisalsiddiqui/ Get more information on their company: https://creativebusinesscompany.com/ Get your copy of Brand building on a small budget: https://creativebusinesscompany.com/big-brand-small-budget ____________ 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 0:38 - Introduction to Faisal & Ian 3it's- Why the marketers should care about the 5:95 rule 5:45 - Why it’s hard for marketers to think about balancing short and long term results 8:33 - Why do small companies struggle with brand building commitments 9:49 - Brand marketers are partlydon'tlame for lack of confidence 12:44 - Emotional brand campaigns don’t have to make people cry 18:49 - Bothism matters for successful marketing 20:55 - Brand marketers often fail to articulate the value of brand marketing 21:58 - Brand marketers should learn more about performance marketing metrics 25:30 - Better metrics for brWhat'srketing 30:30 - Why video is helpful for small brands 33:21 - What’s the right length of a video? 37:56 - Unlocking value - how to build brand videos affordably 39:47 - the evolution of video from snackable short format to long format 41:17 - An abundance of digital video inventory creates many opportunities 42:48 - How the 2-4-5 content framework links to the stages of the funnel 44:55 - Brand performance is not an oxymoron 46:57 - Case Study: An example of a brand performance video at work 48:31 - Case Study: Brand performance video metrics 54:50 - Post-Pod discussion with V & Marc

We welcome to the show Dan White, author of two books, 'The Smart Marketing Book' and 'The Soft Skills Book.' We discuss our careers and how we've adapted throughout the years while also covering the importance of soft skills that can make you a successful marketer. We finish off our conversation by bestowing advice to our younger selves. We hope you enjoy this episode! ____________ Our guest: Follow Dan White on LinkedIn: https://www.linkedin.com/in/danwhite1000/ Get your copy of The Soft Skills Book: https://www.amazon.ca/gp/product/1911671545/&nbsp; You can get more information on Dan's work below: https://smartmarketing.me ____________ 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&nbsp; 0:45 - Introductions 03:45 - How did this idea come about. 05:11 - How did we get to where we are today. 12:50 - How to choose your career.&nbsp; 15:30 - Have you ever made a decision based on money? 21:24 - What are the soft skills that have helped you the most? 32:43 - The principles of good visual design 35:00 - The sales funnel 39:25 - What information should marketers spend time becoming more familiar with? 57:00 - Learning and development, how much is this on you or the company's responsibility? 1:04:30 - What has been your motivator to seek more? 1:08:40 - One piece of advice to your younger self.

Episode 6 is here and it's a special one for us. In this episode of the Sleeping Barber Podcast, we welcome back Roger Martin and discuss his latest book 'A New Way to Think.' We cover many topics like cumulative advantage, understanding human behavior, while discussing frameworks that can help build organizations that thrive. We are really excited about this episode, and we think you will really enjoy this one! ____________ Follow Roger Martin on LinkedIn: https://www.linkedin.com/in/roger-martin-9916911a9/ Get your copy of A New Way to Think here: https://www.amazon.ca/New-Way-Think-Management-Effectiveness/dp/164782351X/ 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&nbsp; 0:42 - Quick Introduction to “A New Way to Think”&nbsp; 3:15 - Introduction to Roger&nbsp; 6:00 - Are we thinking about customers the right way?&nbsp; 10:02 - Learning to ask the right questions that inform strategy.&nbsp; 15:17 - Understanding Cumulative Advantage&nbsp; 22:00 - Making decisions based on loyalty vs. habit. The role of the subconscious.&nbsp; 28:37 - Understanding human behaviour in marketing&nbsp; 32:47 - Strategy - Planning - Execution vs. strategic planning.&nbsp; 38:47 - Strategic planning. How often?&nbsp; 41:05 - What counts isn't what's true. It’s what would have to be true.&nbsp; 46:00 - How to de-risk your campaigns&nbsp; 50:14 - Identifying problem statements vs. choice outcomes&nbsp; 54:58 - Creating discipline by identifying “what has to be true.”&nbsp; 59:35 - Knowledge work and decision factories&nbsp; 1:07 - Post-Pod discussion with V and Marc

Often, marketers are more likely to align with an organization's sales team; however, should they not be spending more time with another critical business unit, finance? We welcome to the show Dave Bunce, CEO of Morphio, to discuss the language barrier between marketers and the accounting/finance departments. Dave's unique background in finance, operations and technology allows him to combine historically siloed functions to enable marketing teams to scale. Join us as we dive into how marketers and finance professionals can work closer together, bridge the gap between the two disciplines, and ultimately drive more growth for their respective organizations. Don't forget to tune into our post pod discussion, where we recap our discussion with Dave and outline our key takeaways. ------------------------------------ Learn more about our guest Dave Bunce, Morphio and its digital performance monitoring & insights tool. Also, feel free to connect and follow and share our content. We are looking to build an engaged community! Our podcast page: Sleeping Barber Podcast Connect with your hosts: Marc Binkley, Vassilis Douros ------------------------------------ Podcast Timestamps: 0:42 - Intro to Dave Bunce 2:40 - Why is there a language barrier in the boardroom? 5:30 - What are tangible and intangible assets? 9:07 - Why is marketing viewed as an expense, and what can marketers do to help change that perspective? 14:20 - How post-mortems can help finance and marketing collaborate 18:40 - Why short-term ROI is a troubling obsession 25:40 - Creating a better budgeting process 31:19 - Why finance may have an issue with sales teams 33:20 - How future cash flows can help marketers get support for long-term brand building 36:35 - Why marketers need to understand present value and risk 39:12 - How finance builds budgets 40:35 - Why marketing should ask to join finance’s capital budgeting process 43:10 - What questions should marketers ask of finance? 46:45 - Financial metrics marketers need to know 49:58 - Trends marketers should keep an eye on 53:06 - V & Marc post-pod discussion

What is a five-letter word that can mean different things to different people in an organization? A term so controversial that carries a lot of ambiguity but at the same time drives so much value for a company, product, service or even individual. If you guessed brand, you are right! In this episode of the Sleeping Barber Podcast, we discuss 'brand.' We attempt to define it while also discussing key topics like who owns it, what is it and how to measure it. We also reflect on our conversations with previous podcast guests, Mary Kyriakidi, Chris Walker and Roger Martin, to help articulate our thoughts. We hope you enjoy it!