Sleeping Barber - A Marketing Podcast

Welcome to another episode of The Barber’s Brief!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 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 - Introduction01:04 - Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data Practice03:55 - VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion Industry08:14 - The Next Wave of Search: AI Mode, Deep Research, and Beyond18:18 - Marketing Moment - Fragment Forward: Five Key Trends Shaping 202523:12 - Ad of the week: Fiverr - Nobody Cares a 1:20 Musical 25:35 - Coming up next week.In The News Links:Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data PracticeLink: https://lbbonline.com/news/transparency-compliancy-and-adaptability-the-three-pillars-of-a-strong-data-practice VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion IndustryLink:https://www.forbes.com/sites/josipamajic/2025/03/24/vcs-wake-up-to-vibe-marketing-ai-reshaping-the-250-billion-industry/aos/The Next Wave of Search: AI Mode, Deep Research, and BeyondLink: https://searchengineland.com/search-ai-mode-deep-research-453744CEO Study on Marketing & the CMOhttps://www.forbes.com/sites/rogerdooley/2025/03/24/new-cmo-study-ceo-trust-rises-but-strategic-influence-drops/The Marketing Moment:Epitaph Group Unveils Thought-Provoking Stunt to Drive Change Within the Media IndustryLink: https://lbbonline.com/news/epitaph-group-unveils-thought-provoking-stunt-to-drive-change-within-the-media-industryAd Of The Week:Oatly Creamers presents Fancy Parking Lot Coffee.https://www.youtube.com/watch?v=HirRb7gD8ys&t=2s

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

In our latest podcast episode of the Sleeping Barber Podcast, we had the pleasure of speaking with Prof. Dan Ariely, a renowned behavioural economist and the James B. Duke Professor of Behavioural Economics at Duke University. Dan is also the co-founder of several companies, including BeWorks, and the author of eight books, his latest being "MisbeLIEf." This episode dives deep into the fascinating world of behavioural economics, focusing on how misinformation and stress can significantly impact decision-making in both personal and business environments. We hope you enjoy this episode as much as we enjoyed recording it! Our Guest: Prof. Dan Ariely - https://www.linkedin.com/in/danariely/ James B Duke Professor of Behavioural Economics at Duke University Co-founder of multiple companies including BEWorks - the world’s leading behavioral change firm Author of 8 books, including Predictably Irrational and the most recent MisbeLIEf TEDTalk Speaker 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: 0:52 - Intro to Dan 3:36 - Behavioural Economics of Choice: The Economist Subscription 7:21 - The human brain is like a swiss army knife 9:30 - The inspiration of MisbeLIEf - COVID & death threats 12:59 - All of us have the potential to become misbelievers 15:15 - Mistrust in businesses & business leaders 16:30 - Stress affects our ability to trust 18:58 - Psychological resilience is affected by social connections 21:06 - Social isolation for employees hired during COVID 21:44 - Treating employees well can improve stock market returns 25:15 - ETF to track holdings based on how employees feel about where they work 25:44 - The trouble with counting the % of women in senior positions 30:38 - Two types of stress, one is harmful 32:33 - Seeing patterns where there are none 34:56 - The 2 components of misbelief 37:10 - Brands & influencers 39:47 - Improving trust on social networks 42:53 - We need to get better at consuming information 44:35 - People come to marketers too late 46:38 - Removing confirmation bias by changing the way we search 47:44 - Flush toilets and learning to understand 51:16 - Rather than argue the facts, accept ambiguity 53:50 - How to change people’s minds 55:05 - Why ostracism is so destructive 56:30 - Learn more about Dan 59:05 - Post-Pod Discussion with Marc and V Background Research & Literature: Dan’s Website https://danariely.com/  Links to all his papers, videos etc.  https://danariely.com/resources/#v-thoughts-of-the-week Links to his books https://danariely.com/books/  Center of Advanced Hindsight https://advanced-hindsight.com/ Irrational Capital ETF https://finance.yahoo.com/news/irrational-capitals-hapi-outperforming-p-120000068.html Center for Advanced Bureaucracy  https://centerforbureaucracy.com/  The Life We Should Live https://www.thelifeweshouldlive.com/

Welcome to the first Sharp Cut from The Sleeping Barber Podcast — a tighter, opinion-led format designed to challenge marketing’s most persistent assumptions. In this episode, Vassilis and Marc take on one of the industry’s most widely accepted beliefs: one-to-one personalization.Despite overwhelming surveys claiming consumers want personalization and businesses need it, the evidence tells a very different story. Drawing on peer-reviewed research from Ehrenberg-Bass, MIT, Melbourne Business School, Nielsen, and the Journal of Advertising Research, this Sharp Cut separates belief from evidence.They unpack why personalization systems are built on inaccurate data, why targeting errors compound rather than optimize, why click-through rates are meaningless, and how narrow targeting actively undermines growth by excluding future buyers.Most importantly, they outline what actually works: reach, creative quality, mental availability, contextual relevance, and proper experimentation.If you care about effectiveness over mythology, this episode is for you.Chapters:00:00 - Introduction04:13 - Beliefs vs. Evidence07:48 - The Targeting Effectiveness Evidence11:07 - The Compound Problem12:54 - The Measurement Illusion14:47 - The Hidden cost of Narrow Targeting17:21 - What Actually Works20:00 - Our Final TakeKeyKey TakeawaysPersonalization is widely believed, not well proven. Most supporting stats come from surveys and vendor case studies, not controlled experiments.Data accuracy is poor. Identity and attribute targeting accuracy often ranges between 32–69%, with many segments no better than a coin flip.Targeting errors compound. Stacking multiple “precise” attributes multiplies mistakes, not accuracy—often reaching less than 15% of the intended audience.Third-party targeting performs no better than random. This holds true in both B2C and B2B contexts, even for senior decision-makers.CTR is a vanity metric.Studies show click-through rates have near-zero correlation with brand outcomes or ROI.Narrow targeting hurts growth. It focuses spend on the ~5% in-market while excluding the 95% who drive future demand.What works instead:Reach over precisionContext over profileFirst-party data for retention, not acquisitionCreative as the real targeting leverMeasurement tied to business outcomesControlled testing with holdouts

In this Barber’s Brief, V and Marc cover the biggest marketing and platform stories from the last couple of weeks—plus introduce a new segment.First up, they unpack why marketers should stop trying to re-label marketing as CapEx, and why misusing finance terms (like ROI) can damage credibility with CFOs. Then they move into search and AI: Google’s Danny Sullivan warns publishers not to restructure content into “bite-sized chunks” just to appease AI search—because what works today may not work tomorrow.Next, they revisit Paul Feldwick’s classic “message myth” argument: advertising isn’t just a rational “message delivery” machine—it’s showmanship, emotion, and association-building that shapes preference and memory. Finally, they break down the strategic implications of the Google + Walmart partnership and what it signals about the future of retail discovery, closed-loop measurement, and platform power consolidation.Ad of the Week: Miller Lite starring Christopher Walken, a “masterclass in showing up without shouting,” built around a simple cultural truth: people aren’t showing up like they used to—and maybe we should.To close, they preview The Sharp Cut: an upcoming POV episode on one-to-one marketing, mass personalization, and whether the promise is real or overhyped.Listen, share, and stay sharp, everyone!Key TakewaysStop calling marketing “CapEx” to sound finance-savvy. If you misuse accounting language (ROI, CapEx/OpEx), you lose credibility fast—especially with CFOs.Marketing doesn’t cleanly fit CapEx logic. Brand value is uncertain, often maintenance-based, and hard to capitalize like a tangible asset.Better move: push for practical governance: separate marketing line items on the P&L, and treat “foundational” work (e.g., rebrand) more like development/R&D where appropriate.Google’s warning on AI-era SEO: don’t rebuild your site into short “LLM-friendly chunks” just because it may perform temporarily—optimize for humans, not the machine.The “Message Myth” still matters: effective advertising is often less about what it says and more about what it does—creating emotional associations and mental availability.Digital vs. analog communication: boards tend to prefer “digital” (logic, claims, propositions), but “analog” (music, mood, emotion, showmanship) is what drives preference.Google + Walmart = retail discovery power shift. Expect more closed-loop, AI-driven commerce experiences where media, merchandising, and checkout blur together.Ad of the Week insight: sometimes the strongest creative move is restraint—Walken’s presence sells “showing up” as a cultural reset, not a hard sell.Chapters00:00 Introduction and Marketing Moments01:14 The Language of Marketing and Finance07:47 Content Strategy in the Age of AI12:51 The Message Myth in Advertising18:57 Google and Walmart's Retail Partnership25:19 Ad of the Week: Miller Lite's Campaign27:43 Upcoming Changes in the PodcastLinks:Marketing is Not CapEx—Stop Saying It Is - https://www.marketingweek.com/marketing-not-capex-ridicule-finance/Google doesn’t want you to create bite-sized chunks of your content -...

Vassilis and Marc reflect on their conversation with Tom Fishburne, the Marketoonist. They explore the art of cartooning, the importance of humour in marketing, and the challenges posed by AI and innovation in the industry. The duo emphasizes the need for levity in the face of challenges, particularly as they prepare for the uncertainties of 2026.Enjoy the episode!Key TakeawaysTom's insights into cartooning reveal the depth of thought behind humour.Stripping ideas down to their essence is crucial in creativity.Humour serves as a pressure release valve in tense situations.Marketing should be fun and engaging, not overly serious.Navigating AI's impact requires a balance of caution and experimentation.Building a culture of innovation involves embracing risk and creativity.Self-observation is key to understanding absurdities in marketing.Levity can enhance productivity and team dynamics.Preparing for future challenges necessitates a light-hearted approach. Chapters00:00 - New Beginnings: Celebrating Year Five01:12 - The Art of Cartooning: Insights from Tom03:05 - Humour in Marketing: A Pressure Release Valve06:52 - Navigating Change: The Role of AI in Marketing10:32 - Risk and Innovation: Building a Culture of Creativity14:43 - Finding Levity in Challenges: Preparing for 2026

What if the biggest barrier to innovation in your organization isn't lack of ideas, budget, or talent—but fear?Tom Fishburne, the Marketoonist, whose cartoons have appeared in more marketing decks than most actual strategies joins Marc and V to reveal why corporate fear is sabotaging innovation, and the surprisingly simple tool that breaks through it.With his weekly cartoons reaching over 500,000 readers and experience at General Mills, Nestlé, Method Products, and HotelTonight, Tom has spent two decades documenting what actually stops good ideas from becoming reality.In this conversation, we explore:The "Scolded Syndrome": The DBS Bank story where fear of being "scolded" paralyzed an entire organization until one senior executive squatted in a corner holding his earlobes and changed everythingWhy fear kills innovation faster than any competitor: How "I might get scolded" becomes the silent phrase that stops transformationThe simple tool hiding in plain sight: Why humour isn't just comic relief—it's Apple's "most powerful tool to drive fear out of the system"From business school to half a million readers: The terrifying moment a Harvard professor threw Tom's first cartoon on an overhead projector, and how that panic became a callingThe pressure release valve every team needs: How humour defuses tension, unlocks honest conversations, and enables better decision-makingWhy you're juggling unicycles on pogo sticks: The impossible "more with less" paradox and how to survive it without breakingTom reveals how he's used cartoons to navigate impossible client situations, transform hierarchical cultures at major banks, and help teams move from fear-based paralysis to innovation-driven action. This isn't about becoming funnier—it's about becoming braver.The takeaway: Innovation doesn't die because we lack good ideas. It dies because we're too afraid to voice them, test them, or defend them. And the antidote isn't another framework or process it's giving people permission to be human.If you've ever felt your team second-guessing every decision, if "we might get in trouble" stops more initiatives than budget constraints, or if innovation feels like performance theater rather than actual progress this episode offers a path forward.Featured in this episode:Tom Fishburne, The Marketoonist Creator of 23 years of weekly marketing cartoonsPublished author and contributor to NYT, Fast Company, Wall Street JournalTED speaker on "The Power of Laughing at Ourselves at Work"TIMESTAMPS/CHAPTERS00:00 - 04:30 | The First Laugh That Changed EverythingTom's origin story: the terrifying moment a Harvard Business School professor put his first cartoon on an overhead projector in front of 80...

In this episode, Dale Harrison discusses the concept of 'zombie metrics' and their misleading nature in marketing. He emphasizes the importance of data literacy for marketers to gain credibility and make informed decisions. The conversation critiques the traditional funnel model, suggesting it is outdated and does not accurately represent the marketing process. Dale proposes a new way of thinking about marketing metrics, focusing on the impact of brand marketing and the often unreliable nature of intent data. Enjoy the show!Our guest:Dale HarrisonConsultant - Inforda Life Sciences Serviceshttps://www.linkedin.com/in/dalewharrison/Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Chapters00:00 - Introduction02:12 - Understanding Zombie Metrics10:28 - The Importance of Data Literacy in Marketing12:21 - The Role of Financial Metrics in Marketing22:04 - The Funnel vs. Gumball Machine Model in Marketing26:41 - The Evolution of Sales Tactics29:21 - Understanding Marketing Models and Buyer Behaviour30:22 - The Role of Memory in Marketing32:36 - Measuring Marketing Effectiveness35:29 - The Impact of Brand Marketing37:51 - The Misconception of Intent in Marketing45:12 - The Limitations of Intent DataTakeawaysZombie metrics can mislead marketers and decision-makers.Data literacy is essential for credibility in marketing.The traditional funnel model is outdated and oversimplified.Marketing should focus on altering future buyer behaviour.Brand marketing has a lasting impact on consumer memory.Intent data is often unreliable and can lead to false assumptions.Marketers need to evaluate the metrics they use critically.Understanding contribution margin is crucial for marketing effectiveness.Effective marketing requires a balance of performance and brand strategies.The cost of acquiring customers is often exaggerated in marketing discussions.

In this final episode of our Barber's Briefs for 2025, Marc and Vassilis discuss various marketing and advertising topics, including pricing power, the effectiveness crisis in advertising, global media trends, and the rise of influencer marketing. They also feature an insightful conversation with Paul Tedesco about the Alchemy of Effectiveness report, which highlights the importance of creativity and emotional connection in marketing. The episode concludes with a powerful ad campaign by Toyota Hellas (Ogilvy Greece) that addresses gender-based violence, showcasing how advertising can stand for meaningful social issues.Enjoy the show!Episode TakeawaysNine in ten marketers believe strong brands command higher prices.Most marketing teams fail to prove their impact on pricing power.Creativity and emotional connection are crucial for effective advertising.The effectiveness crisis in advertising reflects a shift in media spending.Global ad spend is growing despite economic challenges.Digital native categories are driving ad spend growth.Influencer marketing is becoming more data-driven and measurable.Long-term objectives can drive both short-term and long-term results.Agency-client relationships significantly impact marketing effectiveness.Canadian ads outperform foreign ads in various markets.Chapters00:00 - Welcome to the Final Episode of Barbara's Briefs02:45 - Pricing Power and Marketing Effectiveness05:55 - The Effectiveness Crisis in Advertising09:11 - Global Media Trends and Advertising Spend12:00 - The Rise of Influencer Marketing17:48 - The Alchemy of Effectiveness with Paul Tedesco38:12 - Toyota's Powerful Ad Campaign by Ogilvy GreeceEpisode Links:Pricing Power Depends on Marketing (And How to Prove It)Link: http://linkedin.com/pulse/why-your-brands-pricing-power-depends-marketing-how-prove-pauwels-paiye/The ‘effectiveness crisis’ is really media becoming democratized - James HankinsLink 1: https://www.marketingweek.com/effectiveness-crisis-media-democratised/Global Ad Trends: Media’s new normalLink: https://www.warc.com/content/paywall/article/Warc-Data/Global_Ad_Trends_Medias_new_normal/en-GB/162121? WPP Media enriches influencer offering with YouTube creator data dealLink: https://www.marketingdive.com/news/wpp-media-enriches-influencer-offering-with-youtube-creator-data-deal/807813/The Marketing Moment - The Canadian Effies - Alchemy of Effectiveness, with Paul TedescoLink: https://theica.ca/alchemyofeffectiveness-2025Ad of the week - Title: Toyota promotes escape, whatever the car.Link: https://ogilvy.gr/work/toyota-escape-vehicle

In this episode of the Sleeping Barber Podcast, Marc and Vassilis reflect on their conversation with Ty Heath. Together, they discuss the complexities of B2B marketing, emphasizing the importance of understanding customer relationships across various departments. They also dive into the significance of physical availability in B2B marketing strategies, the need for a holistic view of the customer journey, and the challenges of measuring ROI. The conversation also touches on the necessity of simplifying the buyer experience and the evolving landscape of marketing channels.Enjoy the show!TakeawaysSales and marketing must work together for a holistic view.Physical availability is crucial for B2B success.Understanding customer relationships is key to effective marketing.The power of three dimensions: presence, prominence, and portfolio.Channel strategies should focus on de-duplicated reach.GEO is becoming increasingly important in marketing.The traditional ROI formula is flawed and needs reevaluation.B2B marketing is becoming more creative and opportunistic.Simplifying the buyer's journey is essential for success.Navigating the complexities of product offerings is a challenge. Chapters00:00 - Introduction02:53 - Understanding Customer Relationships Across Departments05:50 - The Importance of Physical Availability in B2B Marketing08:57 - Reframing Marketing Strategies: The Power of Three12:00 - Navigating Channel Strategies and Frequency in Marketing14:56 - The Role of GEO in Modern Marketing17:58 - Challenges in Measuring ROI and Simplifying Buyer Experience

B2B Institute's Ty Heath on Why Mental Availability Without Physical Availability Is Wasted InvestmentIn collaboration with the Ehrenberg-Bass Institute, Ty Heath, Director and Co-founder of LinkedIn's B2B Institute, reveals research showing B2B brands typically appear in only 3-4 channels while buyers engage with an average of 32 touchpoints. The result? Buyers who prefer your brand default to competitors who are easier to find and buy from. Heath argues physical availability (being easy to find and buy) is marketing's responsibility, not sales alone. She explains why 60% aided awareness means nothing if your website is confusing, your sales team doesn't cover key regions, or you're absent from review sites buyers check. This conversation covers the diagnostic questions every CMO should ask, how to allocate budget between mental and physical availability (60/40 split), and why fixing your biggest gap in the next 90 days matters more than trying to fix everything at once.Chapters00:00 Opening: The Physical Availability Problem02:50 Why the B2B Institute Cares About Physical Availability07:30 The Missing Half: What Physical Availability Actually Means15:00 The Three Ps: Presence, Prominence, Portfolio25:00 Why This Is Marketing's Problem, Not Sales' Problem40:00 Real Examples: Where Brands Lose Buyers55:00 Budget Allocation and Cross-Functional Orchestration01:05:00 The Diagnostic Question Every Marketer Should Ask This WeekLinksThe B2B Institute's Report on Easy to Find https://business.linkedin.com/marketing-solutions/b2b-institute/easy-to-find-being-where-b2b-buying-happensTy Heath on LinkedIn https://www.linkedin.com/in/tyronaheath/

In this episode of the Sleeping Barber Podcast, Marc and Vassilis discuss topics that caught their attention over the last couple of weeks, including the recent merger between Omnicom and IPG, the impact of AI on retail, particularly through Amazon's new shopping assistant Rufus, and Adidas' innovative approach to market research by utilizing search data instead of traditional surveys. They also delve into leadership insights as a part of their marketing moment, emphasizing the importance of happiness and well-being in the workplace, and conclude with a case study on the emotional marketing strategy of John Lewis' Christmas ads.Enjoy the show!Episode TakeawaysThe Omnicom and IPG merger creates the largest advertising holding company.AI is significantly influencing retail, as seen with Amazon's Rufus.Adidas has shifted from traditional surveys to using search data for brand tracking.Happiness can be cultivated through daily habits and leadership practices.Unhappy leaders can negatively impact team morale and productivity.Auditing meetings can free up time and improve team well-being.The John Lewis Christmas ad exemplifies emotional marketing and connection.Music plays a crucial role in the effectiveness of advertisements.Retailers need to adapt to changing consumer behaviours and preferences.The holiday shopping experience has evolved into a multi-day event rather than a single day frenzy.Chapters00:00 - Introduction and Personal Updates03:01 - Industry News: Omnicom and IPG Merger05:50 - AI in Retail: Amazon's Rufus and Holiday Shopping Trends12:11 - Adidas' Shift to Search Data19:11 - The Marketing Moment - The Four Habits of Happier Leaders32:12 - John Lewis Christmas Ad: A Case Study in Emotional MarketingEpisode Links:Omnicom finalizes IPG acquisition with experts calling it the ‘natural outcome’ of a changing agency model - https://www.marketingweek.com/omnicom-finalises-ipg-aquisition/Amazon's $124B Christmas Bet - https://stocks.apple.com/ASmqJwrDDQD2AuFnWpJbglAWinners and losers of Black Friday 2025 - https://www.retaildive.com/news/winners-losers-black-friday-2025/806610/Adidas Ditches Surveys for Search Data - http://warc.com/content/feed/adidas-sees-big-returns-from-using-share-of-search-for-brand-tracking/en-GB/11070The Four Habits of Happier Leaders - https://www.youtube.com/watch?v=g7S6MMcYM6k Ad of the week - John Lewis "The Man On The Moon" - https://www.youtube.com/watch?v=AsyD3W2pWU8

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

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...

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...

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

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

In this episode, Vassilis and Marc explore things that caught their attention over the last couple of weeks. Key stories they highlight include:Ehrenberg-Bass Is Probably Right. Until It Isn’t. A piece by G Douglas Why marketing’s old rules still work in a new world, by Mark Pritchard 7 Focus Areas as AI Transforms Search and the Customer Journey in 2026Love Over Clicks, by Paul WorthingtonFor the marketing moment, Vassilis goes into his experience at the Millennium Alliance, CMO Forum, while concluding with the 'Ad of the week' where Marc details Skip the Dishes latest advertising campaign, highlighting its innovative approach to storytelling and brand positioning.Enjoy the show!TakeawaysEhrenberg-Bass principles are evidence-based but should not be dogma.Creativity is essential in marketing, even in established categories.Mark Pritchard emphasizes timeless marketing fundamentals.AI is reshaping customer journeys and search behaviours.Brand love can lead to economic durability.Skip the Dishes campaign cleverly uses storytelling to eliminate conflict.Marketers must adapt to AI's role in their processes.Emotional surplus can create pricing power for brands.Consistency in brand messaging is crucial across channels.The future of marketing involves collaboration with AI.Chapters00:00 - Introduction to Marketing Insights02:43 - Ehrenberg-Bass Institute and Marketing Principles05:33 - The Importance of Creativity in Marketing08:19 - Timeless Marketing Lessons from Mark Pritchard11:05 - AI's Impact on Search and Customer Journey16:21 - Navigating the New AI Landscape22:00 - The Concept of Brand Love and Emotional Surplus27:26 - Marketing Moment: CMO Forum Insights33:08 - Ad of the Week: Skip the Dishes Campaign

Recorded live in Banff at The Gathering 2025, this special on-location episode of The Sleeping Barber Podcast brings together three conversations and a recap from hosts Vassilis Douros and Marc Binkley.The episode explores how belonging, creativity, and technology are shaping the next chapter of marketing — from AI and the creator economy to the deeper values that connect brands and people.Ryan Gill, co-founder of The Gathering and Cult, shares the philosophy behind the event’s enduring success and what it takes to preserve its soul as it grows. His perspective on leadership, belonging, and the responsibility of “being good guests” in Banff underscores a broader lesson for marketers — scale only matters if it deepens connection.Vanessa Hope Schneider, Head of Marketing at Descript, reframes AI not as a threat but as a creative ally. She challenges marketers to take an “AI vacation” — dedicating uninterrupted time to learn and experiment — and reminds us that curiosity, not fear, should guide adoption. Her examples of AI co-creation, from “vibe-coded” design tools to custom GPTs for audience personas, reveal how AI can amplify human creativity rather than replace it.Caroline Murphy, CMO of Meta4 Interactive, takes us inside the evolving world of in-game brand experiences. She describes how brands can authentically show up inside ecosystems like Fortnite and Roblox by co-creating with gamers, designing “playable stories” that enhance — not interrupt — gameplay. It’s a new kind of “digital physical availability,” meeting audiences where they already live, play, and connect.Together, these conversations capture the evolving state of marketing: human connection grounded in creativity, powered by technology, and measured by meaning — not just metrics.Timestamps00:00 – Welcome to The Gathering 2025 in Banff, Alberta02:10 – Reflections on connection, belonging, and “no badge attacks”05:35 – The state of marketing effectiveness & long-term partnerships09:25 – Ryan Gill on scaling connection without losing soul16:40 – Leadership, values & “unreasonable hospitality”22:50 – Vanessa Hope Schneider on AI, creativity & taking an “AI vacation”31:00 – Coexisting with AI — where humans add the magic36:40 – Carolyn Murphy on the creator economy & in-game brand storytelling44:10 – How brands show up authentically in Roblox & Fortnite51:15 – Measurement, co-creation, and the next era of engagement

There's a lot of marketing effectiveness research out there. Binet and Field. Byron Sharp. Jenni Romaniuk. The Ehrenberg-Bass Institute. Karen Nelson-Field. Peter Field. System1. The Effies and the IPA databank. If you're trying to absorb all of this while doing your actual job, it's overwhelming.So we're making it simple: Eight fundamentals. These aren't tactics or channels. They're the underlying truths that emerge when you look at decades of research across thousands of brands, dozens of categories, and 50+ countries.In this episode, V and Marc break down:Strong Force vs. Weak Force - Why only 5% of buyers are ready to purchase right now, and why you need to build memory with the other 95%Growth Comes From Reach, Not Loyalty - Why big brands aren't more loved, they're just more boughtEasy to Mind, Easy to Find - Mental and physical availability: being thought of and being findableBothism: Balance Short & Long - Why you need both brand building (60%) and sales activation (40%)Creativity & Emotion Multiply Effectiveness - Why emotional campaigns are 11x more effective than rational onesFame & Consistency Build Memory - Why you should stop rebranding and commit to distinctive assets for decadesMaking Promises & Building Trust - Why your entire organization needs to deliver on what marketing promisesInvestment Drives Return - Why share of voice predicts share of marketThe pattern across all eight? They require playing a longer game than most marketers are willing to play. Time and consistency win. These are the laws of gravity for marketing—you can ignore them, but they're still operating.Whether you're in B2B or consumer, whether you're a CMO or running a small marketing team, these fundamentals apply. The question isn't "Do these apply to my business?" It's "How do I apply these to my specific context?"Chapters00:00 - Introduction & Overview"We took 39 sources... synthesized it all into eight fundamental principles"01:04 - Episode OpeningV and Marc introduce the episode and explain what fundamentals mean03:36 - List of 8 FundamentalsQuick overview of all eight principles04:36 - Fundamental #1: Strong Force vs. Weak ForceHow advertising actually works - the 5/95 rule11:46 - Fundamental #2: Growth Comes From Reach, Not LoyaltyWhy penetration beats retention19:06 - Fundamental #3: Easy to Mind, Easy to FindMental and physical availability27:45 - Fundamental #4: Bothism - Balance Short & LongThe 60/40 split and why you need both38:03 - Fundamental #5: Creativity & Emotion Multiply EffectivenessWhy emotional campaigns are 11x more effective46:31 - Fundamental #6: Fame & Consistency Build MemoryDistinctive assets and the danger of rebranding54:14 - Fundamental #7: Making Promises & Building TrustWhy your whole organization owns the brand promise01:00:11 - Fundamental #8: Investment Drives ReturnShare of voice predicts share of market01:08:22 - Synthesis & Wrap-UpThe pattern across all 8: Time and...