Sleeping Barber - A Marketing Podcast

• SBP 157: The PostPod - Principles Beat Tactical Noise.

  In the latest episode of the Sleeping Barber Podcast, Marc Binkley and Vassilis reflect on their conversation with Jane Ostler Chief Insights officer at Kantar.Marc and Vassilis discuss the challenges brands face in a rapidly changing environment, particularly focusing on the impact of AI on branding and marketing strategies. They explore the concept of 'sea of sameness' in branding, the importance of distinguishing between trends and strategy, and the unique challenges faced by small brands. The conversation emphasizes the need for strategic clarity and the irrefutable principles of brand growth, regardless of technological advancements.You won't want to miss it!Takeaways:AI can contribute to a sea of sameness in branding.Brands must avoid dullness and strive for uniqueness.Understanding the difference between strategy and tactics is vital.Small brands face unique challenges in acquiring customers.Brand growth principles remain constant despite changing technologies.Trends should not replace core marketing strategies.Strategic clarity is essential for effective marketing execution.Small brands should focus on encouraging customer switching.The market is constantly changing, requiring adaptability.Innovation is crucial for brand differentiation.Chapters00:00 - Introduction to the Podcast and Themes00:55 - The Sea of Sameness and AI's Role08:30 - Trends vs. Strategy in Marketing14:15 - The Unique Challenges of Small Brands19:54 - Core Principles of Brand Growth

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• SBP 156: BrandZ: Principles Beat Tactical Noise. With Jane Ostler.

  Jane Ostler, Chief Insights Officer at Kantar, joins V and Marc to discuss 20 years of BrandZ data and what it reveals about brand growth. We explore the Meaningful, Different, Salient framework, why relative difference beats absolute uniqueness, and how marketers can separate strategic principles from tactical noise. Jane explains how small brands can compete without massive budgets, why trends shouldn't replace strategy, and how AI risks creating a "sea of sameness." From the Blueprint for Brand Growth to 2026 marketing trends, this conversation challenges conventional thinking about differentiation and brand building.Speaker BioJane Ostler is Chief Insights Officer at Kantar, where she leads the global BrandZ study, now in its 20th edition. She was a lead author of the Blueprint for Brand Growth, a comprehensive analysis based on billions of data points that established the Meaningful, Different, Salient (MDS) framework. Jane oversees Kantar's research into brand equity, marketing effectiveness, and consumer behaviour, producing reports including Marketing Trends 2026, Media Reactions, and Outstanding Innovation. Her work proves that strong brands consistently outperform stock market indices and that brand equity has measurable financial value. Chapters[00:00] Introduction: Relative difference vs. absolute uniqueness[01:34] The Meaningful, Different, Salient (MDS) framework[03:50] Four principles of brand growth from the Blueprint[05:56] Trends vs. principles: Understanding the difference[08:24] Should marketers stop chasing trends?[10:45] Current marketing trends for 2025-2026[15:30] AI visibility strategy and LLM optimization[22:15] How to measure marketing effectiveness[28:40] BrandZ Top 100 brands insights[38:46] Can small brands compete with limited budgets?[43:43] The "sea of sameness" risk from AI[45:07] Where to learn more about Kantar's researchReferencesBrandZ 2025 Report (20th Edition)https://www.kantar.com/inspiration/brands/brandzAnnual ranking of the world's most valuable brands with comprehensive brand equity analysisBlueprint for Brand Growthhttps://www.kantar.com/inspiration/brands/blueprint-for-brand-growthKantar's comprehensive study analyzing billions of data points on what drives brand growth, including specific guidance for small brandsMarketing Trends 2026https://www.kantar.com/inspiration/campaigns/marketing-trends-2026Data-backed analysis of emerging marketing trends including creators, AI visibility, and experiential marketingMedia Reactions Reporthttps://www.kantar.com/inspiration/advertising-media/media-reactionsResearch on media channel effectiveness and consumer responseOutstanding Innovation Reporthttps://www.kantar.com/inspiration/innovation/outstanding-innovationAnalysis of innovation strategies and...

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• SBP 155: The Barber's Brief - Who’s Really Running Marketing Now?

  In our latest episode, Marc and Vassilis discuss the evolving landscape of advertising and marketing, focusing on the impact of AI technologies. They explore how AI can outperform human copywriters in ad creation, the implications of Amazon's layoffs due to AI automation, and the changing nature of marketing jobs. The conversation also delves into the ethical concerns surrounding hyper-personalization in advertising, Google's new JourneyAware bidding strategy, and the importance of brand priming in consumer decision-making. The episode concludes with a creative Christmas campaign that exemplifies the blending of advertising and entertainment.Key Takeaways:AI can outperform human copywriters in ad creation.Amazon's layoffs signal a shift towards AI automation.Marketing jobs are evolving due to AI advancements.Hyper-personalization in advertising raises ethical concerns.Google's JourneyAware bidding focuses on user context.84% of purchases are decided before shopping begins.Word of mouth is a powerful influencer in marketing.Creative campaigns can effectively engage consumers.AI is reshaping the advertising landscape.Marketers must adapt strategies to leverage AI technologies.Chapters:00:00 - Introduction and Personal Updates02:45 - AI in Advertising: A Game Changer05:29 - The Impact of AI on Job Markets08:26 - The Future of Advertising: Automation and AI11:27 - Hyper-Personalization in Digital Marketing14:05 - Google's Journey-Aware Bidding: A New Era17:03 - Conclusion and Future Implications21:15 - The Complexity of Incremental Outcomes23:15 - Marketing Moments: Understanding Consumer Decisions28:14 - Influence and Receptivity in Marketing32:21 - Creative Advertising: Blurring Lines Between Entertainment and MarketingNews Links:Can genAI actually write better paid search ads than humans?https://www.linkedin.com/posts/nico-neumann-3021b32_can-genai-actually-write-better-paid-search-activity-7394635382283239424-vTRH/Amazon lays off hundreds across its ad tech, analytics, and sales teams — and says AI is the reason.https://www.marketingweek.com/amazon-layoffs-ai/ Will AI mean better adverts or 'creepy slop'? By MaryLou Costahttps://www.bbc.com/news/articles/ckg4y4z169goGoogle Tests “Journey-Aware Bidding” — Search Gets a Little More… Emotional?https://searchengineland.com/google-tests-journey-aware-bidding-to-optimize-search-campaigns-464729The Marketing MomentHow Humans Decide - https://www.linkedin.com/posts/jameshurman_under-16-of-people-will-buy-your-product-activity-7394639418369880066-Biih/Ad of the WeekWaitrose serves up festive romcom starring Keira Knightley and Joe WilkinsonView ad here: https://www.youtube.com/watch?v=wWeYKBXmCRsPhil (Wilkinson) meets Keira at a Waitrose cheese counter, their shared love of food sparks a quirky romance. Classic rom-com beats: meet-cute, food montage, surprise domestic gesture (turkey pie under a tea towel) and a playful nod to the iconic cue-card scene from Love Actually (“Please say you don’t have cue cards”) Directed by Molly Manners; emphasises food as the love-language centerpiece. Why it stands out:It blurs the line between advertising and entertainment, leaning into narrative, character and emotion rather than straightforward product-first messaging.It leverages star power (Knightley) plus comedic contrast (Wilkinson) to create “pop” and shareability.It uses the insight that food & shared meals = emotional currency in rom-coms (and by extension, in festive retail ads) — the brief treats the supermarket not just as backdrop but as the catalyst...

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• SBP 154: The Post Pod - Dull Media Smells Like Burning Money.

  In this PostPod episode, Marc and Vassilis discuss the complexities of digital advertising, emphasizing the importance of understanding viewability versus visibility, the pitfalls of cheap media, and the critical role of creative quality. They reflect on insights from recent guests and explore strategies for effective marketing, including the need for internal awareness and organizational change. The conversation highlights the challenges marketers face in navigating the digital landscape and the necessity of questioning data and media choices to drive better outcomes.TakeawaysViewability does not guarantee visibility in advertising.Cheap media can lead to higher long-term costs.Creative quality is essential for effective advertising.Marketers should focus on ads that are actually seen.Internal awareness of media effectiveness is crucial.Challenging partners on media quality is necessary.It's important to measure effectiveness, not just efficiency.Organizational change is needed to adapt to new marketing realities.Timestamps:00:00 - Introduction 05:55 - Insights from Guests and Industry Connections09:07 - The State of Digital Advertising12:03 - Viewability vs. Visibility in Media14:56 - The Cost of Cheap Media15:53 - The Double Jeopardy of Challenger Brands16:49 - Innovative Media Strategies for Startups18:04 - Conclusion and Future Considerations18:33 - The Importance of Creative Quality in Advertising20:15 - Addressing the Accountability Gap in Marketing22:52 - Practical Steps for Marketers25:40 - Raising Internal Awareness of Marketing Challenges27:47 - Navigating Organizational Resistance to Change

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• SBP 153: Dull Media Smells Like Burning Money. With Adam Morgan and Karen Nelson-Field

  In this episode of The Sleeping Barber Podcast, Marc and Vassilis sit down with Adam Morgan (Eat Big Fish) and Dr. Karen Nelson-Field (Amplified Intelligence) to talk about one of marketing’s most overlooked money pits — dull media.You’ve heard of dull ads — but what about dull media?From perfume that smells like burning money to attention metrics that flip our measurement logic upside down, this conversation exposes how marketers might be wasting more budget on where they show up than what they show.Together, they unpack:Why the real cost of dullness might live in your media plan, not your creative.The massive gap between viewable and actually seen impressions.How cheap CPMs can quietly destroy ROI.Why challenger brands suffer most when attention is lost.And why the smartest marketers start from one brutal truth: nobody cares — so make them.It’s a lively, insightful, and often hilarious conversation that will make you rethink everything from your media mix to your measurement frameworks.Key TakeawaysDull media wastes more money than dull creative.Attention metrics are becoming the new standard.“Viewable” ≠ “Seen.” Stop confusing impressions with impact.The cheapest media often delivers the lowest ROI — a false economy.Challenger brands face double jeopardy when cutting corners on attention.Budget pressure is no excuse for bad planning.Attention isn’t a metric — it’s a design principle.Marketers must challenge models built on impression volume.Setting the bar higher is the only way to make media work harder.Removing waste and reinvesting in effective attention drives better results.Chapters00:00 - Introduction to Dull Media and Marketing Waste03:06 - The Cost of Dull Media vs. Dull Creative06:00 - The Impact of Media Delivery Mechanisms08:55 - The Concept of Seen vs. Unseen in Advertising12:02 - Innovative Approaches to Highlighting Media Waste15:01 - Attention Metrics and Their Importance18:06 - The Challenge of Changing Industry Standards20:53 - The Role of Budget Pressures in Media Choices26:48 - Challenging Assumptions in Media Engagement30:34 - The Cost of Dull Media34:06 - The Double Jeopardy for Challenger Brands38:46 - Understanding Attention as a Design Principle42:30 - Setting the Bar Higher for Media EffectivenessSupporting Links:The Extraordinary Cost of Dull - System1 GroupThe Cost of Dull Media | Dr Karen Nelson-Field (amplified.co)Le Cout Dennui - The 198bn Cost Of Dull Media

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