Sleeping Barber - A Marketing Podcast

Brand awareness is one of the most reported metrics in marketing.
It's in almost every board deck.
Almost every brand tracker.
Almost every agency review.
But what if it's measuring the wrong thing?
In this Sharp Cut, Marc and V explore why mental availability matters more than awareness, why Category Entry Points (CEPs) outperform personas as a planning framework, and why marketers should stop asking "Who is our customer?" and start asking "What buying situations do we need to own?"
Topics include:
Mental availability vs brand awareness
Why awareness often fails to predict growth
The power of Category Entry Points
Creative as a targeting system
Why Meta is moving away from hyper-targeting
The measurement framework marketers should actually use

If you've ever presented a rising awareness score alongside a flat business result, this episode is for you.
Chapters:
00:00 - Welcome to Sharp Cuts
00:35 - Why Brand Awareness Is Misleading
02:00 - Mental Availability vs Awareness
03:45 - What Should We Measure Instead?
05:15 - Category Entry Points Explained
07:10 - The Seven Whys Framework
08:00 - Why CEPs Changed the Conversation
09:00 - Creative Becomes the Targeting Tool
11:00 - Why Meta Is Broadening Audiences
12:30 - Two Performance Marketers Confess
15:30 - Where CEPs Go Wrong
16:30 - The Three Cs of Prioritization
17:30 - Distinctive Assets & Memory
18:30 - Bailey's Case Study
19:00 - Stop Measuring Brand Love
20:30 - The New Measurement Framework
21:30 - Final Takeaways

What actually mattered at Cannes?
More importantly...
What should marketers do differently because of it?
In this special collaboration between The Sleeping Barber, That's What I Call Marketing, and System1, we unpack the biggest lessons from Cannes Lions and turn them into practical advice for the second half of the year.
Topics include:
Mark Ritson & Byron Sharp's rare appearance together
Why creativity still beats optimization
AI's real role in advertising
The rise of creators
Why memory—not impressions—is becoming the metric that matters
Why audio may be marketing's biggest opportunity
The Q4 creative playbook

If you're planning campaigns for the second half of the year, this conversation is your roadmap.
Chapters:
00:00 - Welcome & Why This Conversation Matters
01:20 - What Really Happened Between Byron Sharp & Mark Ritson
05:35 - Where They Still Disagree
06:15 - Why Consistency Is Marketing's Biggest Weakness
09:20 - What Marketers Often Misunderstand
11:45 - AI After Cannes: Hype vs Reality
17:15 - Are We Already Bored of AI?
18:35 - Brand Characters, Consistency & Memory
23:40 - Why Audio Could Be Marketing's Next Big Opportunity
31:30 - Why Radio Still Works
37:20 - Creators: What Most Brands Get Wrong
43:30 - Memory Is Becoming Marketing's Most Important Metric
51:50 - The Q4 Playbook
54:00 - Feels vs Deals
59:00 - Why Great Christmas Ads Return Every Year
1:00:30 - Final Advice for Marketers

Ty Heath has a way of making complex marketing ideas feel deceptively simple.
After our latest conversation with the former LinkedIn B2B Institute leader, we sat down to unpack the biggest ideas that stayed with us—from why B2B is simply "marketing on hard mode," to why confidence may be the true outcome of great B2B marketing.
Along the way we explore:
Why the same marketing principles apply across B2B and B2C
Buying committees and why complexity changes execution—not human behaviour
Why the best B2B brands build ecosystems instead of campaigns
The power of contrarian thinking
Why strategy should outlast trends
Confidence, memory and long-term brand building

If you've ever wondered whether B2B marketing really plays by different rules, this conversation may change your mind.
00:00 - Welcome Back & First Reactions
01:15 - Why B2B Is "Marketing on Hard Mode"
02:15 - The B2B Institute as a Marketing Cheat Code
03:30 - Buying Committees and What Makes B2B Different
06:10 - Are B2B and B2C Actually That Different?
07:15 - Has B2B Creativity Finally Matured?
09:35 - Campaigns vs. Ecosystems
12:00 - Why Event Marketing Builds Memory
13:30 - The Contrarian Marketer
15:10 - Chasing Trends vs. Building Strategy
17:30 - Objectives Before Tactics
18:10 ⚡ Quick Fire Begins
18:35 - Best Quote
19:15 - Most Surprising Insight
20:20 - Biggest Missed Question
21:45 - Most Practical Takeaway
22:15 - Challenge for Marketers
23:10 - Closing Thoughts

B2B marketing isn't playing a different game. It's playing the same game on hard mode.
In this episode, we're joined by Ty Heath, Global Director of Thought Leadership Go-to-Market at LinkedIn and co-founder of the B2B Institute.
Fresh off serving as Jury President for the Creative B2B Lions at Cannes, Ty shares what separated the best work from the rest—and why B2B creativity is entering a new era.
We discuss:
What won at Cannes B2B Lions
Why B2B creativity has matured
The role of emotion in B2B
Buying committees and "viability"
Why ecosystems beat campaigns
The origin story of the B2B Institute
Long-term thinking inside LinkedIn
Why B2B marketers are playing the game on "hard mode"

Whether you work in B2B, B2C, media, or brand strategy, this conversation offers practical lessons on creativity, leadership and marketing effectiveness.
Chapters:
00:00 - Welcome Back, Tyronna Heath
00:38 - Tyronna’s New Role at LinkedIn
01:11 - Winning an Effie for “Only on LinkedIn”
02:58 - Becoming Jury President for the Creative B2B Lions
05:24 - Reviewing 355 Cannes Entries
07:20 - Has B2B Creativity Finally Matured?
09:14 - What Effective B2B Creativity Looks Like
12:00 - Why the Best Ideas Can Be Explained in One Sentence
13:24 - What Is Still Missing from B2B Creative?
16:01 - Why Ecosystems Can Be More Powerful Than Campaigns
18:09 - The Role of Emotion in B2B Decision-Making
18:23 - Cannes as a B2B Brand Experience
21:37 - The Origin Story of the B2B Institute
25:25 - How the B2B Institute Built Its Influence
28:05 - Thought Leadership and Betting on What Won’t Change
31:09 - Human Behaviour as the Enduring Marketing Truth
32:43 - Where B2B Creativity Goes Next
34:15 - Why B2B Marketing Is “Hard Mode”
37:07 - LinkedIn’s Long-Term B2B Playbook
38:01 - Building Authority, Credibility and Confidence
39:10 - The B2B Institute as a Marketing Cheat Code
40:05 - Where to Follow Tyronna and the B2B Institute

What if almost everything we've been taught about advertising is built on a sales model from 1904?
In this Sharp Cut, we unpack six of marketing's most persistent myths—from "digital has no waste" to "last-click attribution tells us what works"—before rebuilding a simpler, evidence-based explanation of how advertising actually works.
Rather than relying on theory, we challenge these ideas using our own careers, practical examples, and decades of marketing science from Byron Sharp, Les Binet, James Hurman, Orlando Wood and others.
In this episode
Why digital isn't actually waste-free
Why targeting isn't enough
Why advertising isn't sales
Why creative matters more than many marketers believe
Why personalization has been oversold
Why ROAS isn't telling the full story
Why advertising is better understood as planting and harvesting

If you've ever struggled to explain marketing to your CFO—or even to yourself—this episode is for you.
Chapters:
00:00 Welcome to Sharp Cut
00:15 Why Most Companies Misunderstand Advertising
02:13 Myth #1: Digital Has No Waste
06:36 Myth #2: Target High-Intent Audiences
09:36 Myth #3: Advertising Is Sales Done Over Media
11:03 Myth #4: Creative Is Just Decoration
12:34 Myth #5: Personalization Is The Future
14:29 Myth #6: Last-Click Attribution Tells Us What Works
17:10 How Advertising Actually Works
18:04 Why We're Still Using a Sales Model from 1904
19:55 Advertising Is a Weak Force
20:47 The Two Jobs of Advertising
21:39 Plant vs. Harvest: A Better Mental Model
22:04 The McCain Case Study
23:59 Why Most Companies Still Think Like Salespeople
25:12 Becoming Experts in Our Own Trade
26:20 Les Binet's One-Slide Explanation
27:29 Final Thoughts: Start Planting
Supporting Links:
Binkley, M., & Douros, V. (Hosts). (n.d.). What marketers still get wrong with Prof. Byron Sharp (No. 215) [Audio podcast episode]. The Sleeping Barber Podcast.
Hurman, J. (2026). Future demand. https://futuredemand.com
Iwamoto, A. (2024). The origin of AIDA: Who invented and formulated the AIDA model? Japan Marketing History Review, 3(2), 150-166. https://doi.org/10.51102/jmhr.3.2_53
Mulroney, R. (2024). McCain: When the chips are down, margins matter. How a focus on long-term emotional brand-building reduced price elasticity and increased profits for McCain [IPA Effectiveness Awards case study]. WARC. https://www.warc.com/content/article/mccain-when-the-chips-are-down-margins-matter-how-a-focus-on-long-term-emotional-brand-building-reduced-price-elasticity-and-increased-profits-for-mccain/156769
WARC. (2026). The multiplier playbook: The CMO's guide to integrating brand and performance. WARC.
Foundational sources (optional, for show notes)
Binet, L., & Field, P. (2013). The long and the short of it: Balancing short and long-term marketing strategies. Institute of Practitioners in Advertising.
Sharp, B. (2010). How brands grow: What marketers don't know. Oxford University Press.
To confirm before air: Hurman subtitle and publisher; the exact platform and date of Binet's How Advertising Really Works video (candidate: the Cannes Lions Advertising 101 course); the publication date of SBP episode 215; and a direct URL for the WARC Multiplier Playbook (produced with Analytic Partners, BERA.ai, Prophet, System1 and the ANA).