The Sleeping Barber - A Business and Marketing Podcast
Sleeping Barber
Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the cros...
SPB 104: Marketing Resolutions for 2025. With Prof. Byron Sharp.
In this episode of the Sleeping Barber Podcast, Professor Byron Sharp discusses key marketing resolutions for 2025, emphasizing the importance of understanding consumer behaviour, the limitations of loyalty programs, and the need for evidence-based marketing practices. He shares insights from his extensive research at the Ehrenberg-Bass Institute, challenging conventional marketing wisdom and advocating for a more scientific approach to marketing strategy.
We hope you enjoy listening to this episode!
Our Guest:
Prof. Bryon Sharp: https://www.linkedin.com/in/professorbyronsharp/
Professor of Marketing Science & Director of the Ehrenberg-Bass Institute the world's largest centre for marketing research
Author of
How Brands Grow I & II
Textbook Marketing: Theory, Evidence & Practice
90+ Journal articles
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/Follow Our Updates:
Timestamps:
00:00 Introduction to Marketing Resolutions
02:53 Byron Sharp's Journey in Marketing Science
05:57 The Punk Rock Nature of Marketing Science
08:48 Consumer Behavior: The Weirdness of the Market
11:53 Rethinking Brand Loyalty and Customer Acquisition
15:10 The Importance of Mental Availability
18:00 Segmentation Strategies in Marketing
20:47 Assessing Metrics for Performance Tracking
38:42 Reassessing Metrics for Performance Measurement
41:25 Understanding Mental vs. Physical Availability
45:21 The Importance of Distinctive Brand Assets
47:12 Rethinking the Consumer Purchase Funnel
51:39 How Brands Go Live: A New Approach
56:54 Post-Pod with V& Marc Key Takeaways
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1:15:52
SBP103 - The Barber's Brief - January 9th 2025
Welcome to another episode of The Barber’s Brief, by the Sleeping Barber Podcast!
Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.
Enjoy the show!
Follow our Updates:
https://www.linkedin.com/company/sleeping-barber/
Follow our Hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
0:00 - Introduction
1:18 - Mark Ritson's Annual Top Marketing Moments 10 - 5
5:56 - How Small Brands Grow
10:18 - Mark Ritson's Annual Top Marketing Moments 4-1
15:41 - Chipotle Expands Partnership with Strava
19:17 - The Marketing Moment: Questioning the Growth Dogma. A Replication Study
25:49 - Ad of the week: Apple's Heartstrings
28:45 - Coming up next week.
In The News Links:
Mark Riston’s Annual Top 10 Marketing Moments
https://www.youtube.com/watch?v=kk9ju-avzNo
How Small Brands Grow
Source LinkedIn - Author Julia Skinner
Link: https://shorturl.at/Kwy9Y
Headline: Chipotle expands Strava tie-up globally to fuel New Year’s fitness goals
Source: Marketing DiveLink: https://www.marketingdive.com/news/chipotle-strava-global-new-years-fitness-goals/736446/
Questioning the Growth Dogma: A Replication Study
Ad of the Week
Title: Heartstrings
Advertiser Apple
Agency: TWBA & Media Arts LabLink: https://www.youtube.com/watch?v=EvnJhwIwqds
Apple had introduced their annual Holiday advertisement for the 2024 season at the end of November, titled “Heartstrings”, and it’s an unusually moving commercial that focuses on hearing loss and the hearing aids feature of AirPods Pro 2 (which happen to be hugely discounted on Amazon right now, if you’re in the market).
In the touching and family oriented commercial, a small family is gathered around a Christmas tree opening presents, and as the father reminiscences about his daughter growing up over the years, he gets a nudge from his wife to listen to his daughter singing a rendition of “Our House” by Crosby, Stills, and Nash, where he puts in his AirPods and is able to hear her clearly.
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30:55
SPB 102: The Barber's Brief: Navigating the 2025 Marketing Trends
Welcome to Another Episode of Our Barber’s Brief.
In our final episode of the year, Vassilis and Marc discuss the key insights from the Cantor 2025 Trends Report, focusing on sustainability, inclusion, population growth challenges, the evolution of retail media networks, and the importance of innovation.
They emphasize the need for authenticity in sustainability efforts, the business advantages of inclusivity, and the potential of retail media networks to leverage first-party data for targeted marketing. The conversation highlights the necessity for brands to adapt and innovate in a changing market landscape.
Enjoy the show!
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
00:00 - Introduction to 2025 Trends Report
01:24 - Sustainability in Marketing
04:39 - The Inclusion Imperative
09:19 - Population Growth Challenges
17:17 - Retail Media Networks Evolution
25:43 - Stretching the Limits of Innovation
Link to report: https://www.kantar.com/campaigns/marketing-trends
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43:07
SBP 101: The Year In Review Episode. With Elena Jasper and Conor Byrne.
Join our hosts, Marc and Vassilis as they welcome back Elena Jasper from 'The Marketing Architects Podcast' and Conor Byrne from 'Now That's What I Call Marketing' to the "studio."
In this engaging year-end review, our hosts and guests dive into standout marketing campaigns, trends in influencer marketing, and the effectiveness of various targeting strategies. They highlight successful campaigns like Budweiser's Clydesdales return and Elf Beauty's bold marketing approach while debating the future of influencer marketing and the critical role of first-party data.
The conversation also explores broad targeting strategies, brand purpose vs. performance marketing, and the impact of diversity campaigns amidst cancel culture. Furthermore, they discuss the evolution of large language models (LLMs) and their marketing implications, alongside Jaguar's controversial rebranding strategy and its effect on brand loyalty. Wrapping up, they share predictions for 2025, focusing on emerging trends in media and marketing, the rise of AI in creative processes, and the importance of nuanced marketing strategies in a dynamic landscape.
This episode is packed with insights, predictions, and vibrant debates you won't want to miss!
Our Guests:
Elena Jasper:
VP of Marketing @ Marketing Architects and Podcast Host of The Marketing Architects
https://www.linkedin.com/in/elenajasper/
Conor Byrne:
https://www.linkedin.com/in/conorbyrne/
Senior Marketing Director and Podcast of 'Now That's What I Call Marketing'
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
0:00 - Introduction and Year in Review
04:50 - Campaigns of the Year
14:45 - Bullish or Bearish: Marketing Trends
33:05 - Marketing Surprises of the Year
48:50 - Predictions for 2025: Media and Marketing Trends
Links:
Marketing Architects https://podcasts.apple.com/ca/podcast/the-marketing-architects/id1679048313
That’s What I Call Marketing https://www.thatswhaticallmarketing.com/
Sleeping Barber https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Filipe Thomaz Report https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes-oxford-uni-professor-says-byron-sharp-and-ehrenberg-bass
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1:06:38
SPB 100: The Barber's Brief - Celebrating Our 100th Episode
This is a special episode of the Barber's Brief, where Marc and Vassilis celebrate their 100th episode of the Sleeping Barber Podcast, while still diving into the latest marketing and business news. A small twist to the marketing moment, where they spotlight the Podcast, its origin, vision and direction moving forward.
Enjoy the show!
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:
00:00 - Introduction
03:32 - US Black Friday Results
06:34 - Jaguar's Bold Rebranding
10:36 - Critique of Jaguar's Marketing Strategy
20:20 - DOJ Recommendations for Google. Sell Chrome!
27:24 - Marketing Moment: Our Podcast
In The News Links:
US Black Friday Spending In store & online rose by 3.4%
https://www.reuters.com/business/retail-consumer/black-friday-data-shows-us-shoppers-spent-108-bln-online-2024-11-30/
Jaguar releases a concept for its new EV model after a controversy over its rebranding — which didn't feature a car.
Link: https://www.businessinsider.com/jaguar-releases-concept-car-after-controversial-rebranding-campaign-woke-2024-12
Advertising Malpractice at Jaguar - Roger Martin
https://rogermartin.medium.com/strategy-branding-30fcb644ecc8
DOJ: Google must sell Chrome to end monopoly
Link: https://techcrunch.com/2024/11/20/doj-google-must-sell-chrome-to-end-monopoly/
About The Sleeping Barber - A Business and Marketing Podcast
Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact.
From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences.
This is your backstage pass to smarter thinking and better business results.
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