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/

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 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...

In this week’s Barber’s Brief, Marc and Vassilis dive into stories that had the marketing world buzzing — from Lululemon’s founder publicly calling out the brand’s leadership to Google breaking SEO dashboards everywhere after removing the num=100 parameter. They explore new research proving creators are better brand builders than sales drivers, and then welcome Dr. Nicole Hartnett from the Ehrenberg-Bass Institute to unpack her team’s latest findings on how marketers misjudge brand strength compared to consumers.They wrap up with the Ad of the Week — Dove’s “Change the Compliment,” a heartfelt campaign challenging how we praise young girls. It’s insightful, funny, and filled with marketing lessons that stick.Key TakeawaysLululemon’s identity crisis: Founder Chip Wilson’s fiery WSJ ad claims the brand lost its creative edge chasing quarterly profits — a reminder of what happens when finance outweighs product and brand.Link: https://www.sec.gov/Archives/edgar/data/1397187/000119312525234754/ck0000000000-ex99_4.pdfGoogle’s “num=100” chaos: 77% of sites saw keyword visibility drop, exposing years of phantom SEO data. Your reports might look worse… but they’re actually more accurate.Link: https://searchengineland.com/google-search-rank-and-position-tracking-is-a-mess-right-now-461984We’ve been using creators wrong: Groundbreaking research proves creators build brand love, not just clicks — performing on par with TV in the short term, and even better long-term.Link: https://www.thedrum.com/opinion/2025/10/08/ground-breaking-research-proves-we-ve-been-using-creators-wrong-all-timeMarketing Moment – Brand misjudgment: Dr. Nicole Hartnett reveals marketers consistently overestimate fame and underestimate the uniqueness of their assets — the “false consensus effect” in action.Link: https://link.springer.com/article/10.1057/s41262-025-00395-ySpecial Guest: Dr. Nichole Hartnet: https://www.linkedin.com/in/nicole-hartnett/Ad of the Week – Dove’s “Change the Compliment”: A beautifully simple message — stop telling girls they’re pretty, and start telling them they’re powerful, kind, and creative.Link: https://www.thedrum.com/news/2025/10/10/dove-urges-people-change-how-girls-are-complimentedTimestamps:00:00 – Cold open & Thanksgiving banter02:00 – Lululemon in a Nosedive: Chip Wilson’s WSJ ad10:00 – Google’s “num=100” parameter and the SEO data meltdown18:00 – New IPA research: We’ve been using creators wrong26:00 – Marketing Moment: Dr. Nicole Hartnett on brand misjudgment46:00 – Ad of the Week: Dove’s “Change the Compliment”57:00 – What’s next on The Sleeping Barber PodcastFollow Our Updates⁠⁠LinkedIn: 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/

Join Marc and Vassilis as they reflect on their conversation with Dr. Augustine Fou, of FouAnalytics. They delve into the complexities of digital marketing, focusing on ad fraud, data integrity, and the challenges marketers face in a rapidly evolving landscape. They also discuss the importance of understanding the incentives behind ad fraud, the necessity of educating leadership on marketing metrics, and the philosophical underpinnings of advertising. They even cover some practical tips for marketers to navigate these challenges effectively.TakeawaysAd fraud is often a result of misaligned incentives within organizations.Marketers must take responsibility for understanding and addressing ad fraud.Data integrity is crucial; not all data is trustworthy.The audience expansion networks are a significant source of ad fraud.Marketers need to educate their leadership on the nuances of digital marketing metrics.Decision-making in marketing can be influenced by the fear of indecision.Practical tips, like turning off audience expansion networks, can mitigate fraud.Understanding the broader context of advertising is essential for effective marketing.The $300 billion ad fraud industry presents both challenges and opportunities for marketers.Speed and agility in decision-making are critical in the digital marketing landscape.Timestamps:00:00 Introduction and Initial Thoughts01:45 Ad Fraud and Incentivization Issues05:12 The Complexity of Reporting and Data Integrity09:00 Understanding the $300 Billion Fraud Industry12:39 The Goalie Paradox and Decision Making in Marketing16:25 Practical Tips for Marketers20:15 The Philosophy of Advertising and External Factors

Episode SummaryDigital advertising promised perfect accountability—laser-sharp targeting, flawless attribution, and measurable results down to the last click. But what if the data has been lying to us all along?Dr. Augustine Fou, former Chief Digital Officer and independent ad fraud researcher, reveals why the "1% fraud rate" you've been hearing for a decade is dangerously wrong. In this eye-opening conversation, he exposes the systemic incentives that allow ad fraud to thrive, costing advertisers billions while enriching middlemen, platforms, and fraudsters.You'll discover how a major hotel chain found their "incredible" ROAS completely evaporated when they turned off campaigns for one week. Why "audience expansion networks" are actually "fraudience networks" filled with bots. And how placement reports from your DSP are systematically fabricated because fraudulent sites lie about their domains in bid requests.Dr. Fou doesn't just diagnose the problem—he provides concrete, actionable solutions. Learn the one campaign setting that eliminates 90% of fraud instantly, why paying higher CPMs actually saves you money, and how to measure what actually matters: Human CPM (HCPM), not just impressions.This isn't about pointing fingers. It's about upgrading your analytics so you can finally see what's really happening with your ad spend—and take back control.Key TakeawaysThe 1% Lie: Legacy verification vendors have reported ~1% invalid traffic for 10 years straight—not because fraud is low, but because that's all they can detectThe Attribution Illusion: View-through conversions and ROAS reports massively over-attribute sales that would have happened anywayEveryone Benefits But You: Ad exchanges, agencies under budget pressure, verification vendors, and even marketers protecting their jobs all profit from the status quoFraudience Networks: Turning off audience expansion on Facebook, Google, TikTok, and other platforms immediately eliminates 90% of fraudThe CPM Trap: Lower CPMs aren't "cost efficiency"—you're just buying 10x more impressions where only 10% reach humans, making your effective Human CPM 10x higherPlacement Report Fiction: Sites lie about their domain in bid requests, so your blocklists don't work and your reports show clean inventory that doesn't existThe Turn-Off Test: Run holdout experiments—turn off campaigns in one state or for one week and measure if sales velocity actually changesTimestamps00:00 - Introduction: The Promise vs. Reality of Digital Advertising02:58 - Dr. Fou's Journey: From MIT Chemistry to Ad Fraud Research05:54 - Why Everyone Dismissed the Warnings (Including Marc)09:12 - There's No "Typical" Fraud Rate: From 1% to 100% Depending on What You Buy11:58 - The Attribution Problem: Why Your ROAS Reports Are Fiction14:56 - The Incentive Structure: Why Everyone Profits From Fraud Except Advertisers17:58 - When Does This Become a Shareholder Problem?26:59 - Red vs. Blue: Why You Must Measure Both Bots AND Humans29:27 - The CPM Misconception: Price vs. Cost Efficiency32:54 - Fraudience Networks: Turn Them Off and Save 90% Immediately36:04 - How Bots Game Retargeting and Audience Segments40:04 - Best Practices: Inclusion Lists, Direct Buying, and Turning Off Audience Networks42:15 - The Placement Report Scam: Why Your Blocklists Don't Work47:00 - The Footfall Fraud: How Ad Tech Gamed In-Store Attribution52:01 - Moving Away From Black Box Algorithms56:04 - Reframing the Conversation: From "Fraud" to "Better Analytics"Guest BioDr. Augustine Fou is a former Chief Digital Officer, independent ad fraud researcher, and creator of FouAnalytics—an analytics platform that measures both bot traffic (red) and human traffic (blue) to give advertisers unprecedented...

In this episode, Marc and Vassilis discuss news that caught their attention over the last couple of weeks , including the dangers of discounting, Nike's strategic marketing efforts, the significance of attention in advertising, Meta's new ad-free subscription model, insights on Gen AI, and Anthropic's brand campaign for Claude. They emphasize the importance of relevance and identity in marketing strategies, as well as the evolving landscape of advertising in the digital age.Enjoy the show!Follow Our Updates⁠⁠LinkedIn: 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/TakeawaysDiscounting can lead to a death spiral for profits.Nike is increasing its marketing budget ahead of major events.High attention media yields better advertising results.Meta's ad-free subscription model tests consumer willingness to pay.The Gen AI race is unfolding slowly, requiring strong branding.Attention is a proxy for advertising effectiveness.Relevance in advertising is crucial for consumer engagement.Brands must focus on identity and values to differentiate.The advertising landscape is shifting towards privacy and consent.Understanding customer needs is essential for effective marketing.Timestamps:00:00 - Introduction and Overview00:58 - The Perils of Discounting in Marketing05:27 - Nike's Strategic Marketing Moves09:58 - The Importance of Attention in Advertising14:37 - Meta's Ad-Free Subscription Model19:10 - Insights on Gen AI Marketing23:48 - Anthropic's Brand Campaign for ClaudeAd of the week:Anthropic just dropped its first major paid brand push for Claude, the AI model it develops. The campaign — titled “Keep Thinking” — positions Claude not as a gimmicky tool but as a thinking partner for serious problem solvers.https://youtu.be/FDNkDBNR7AM

In this conversation, Marc Binkley and Vassilis Douros reflect on their conversation with Ben Allison, exploring various aspects of media planning and marketing strategies. They focus on the importance of understanding the media diet pyramid, navigating the attention economy, and integrating organic social media into marketing efforts. They discuss the challenges posed by tech debt and the need for cohesive planning, especially as Q4 approaches.Enjoy the show:Our Guest:Ben Allison - EVP Media @ VaynerMediahttps://www.linkedin.com/in/benjamin-allison-7331a646/https://vaynermedia.com/Follow Our Updates⁠⁠LinkedIn: 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/Takeaways:The media diet pyramid helps visualize media channels.Walled gardens are essential for audience reach.Retail media and linear streaming should be integrated.Attention economy requires a principled media approach.Search is more about shelf space than direct advertising.SEO remains a complex and opaque field.Organic social can provide insights into audience attention.Marketing teams must collaborate for cohesive strategies.Tech debt can drain marketing budgets.Understanding attention versus impressions is crucial.Chapters:00:00 - Introduction to the Post Pod02:39 - Media Diet Pyramid and Its Implications05:21 - Navigating the Attention Economy07:56 - The Role of Search and SEO10:13 - Organic Social and Marketing Integration12:38 - Tech Debt and Marketing Challenges

In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros sit down with Ben Allison, EVP of Media at VaynerMedia, to unpack the fast-changing media landscape. From “TikTokification” and consumer fragmentation to the new media “food pyramid,” they explore how attention, creativity, and creators are reshaping modern marketing. The conversation also tackles Q4 advertising pressures, evolving search strategies, and the ongoing challenge of balancing performance with brand building.Enjoy the show!Our Guest:Ben Allison - EVP Media @ VaynerMediahttps://www.linkedin.com/in/benjamin-allison-7331a646/https://vaynermedia.com/ Follow Our Updates⁠⁠LinkedIn: 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/Chapters:00:00 - Introduction 01:03 - The Evolution of Media and Consumer Fragmentation04:04 - Surprises in the Media Landscape05:56 - The Intersection of Media and Creative10:55 - Attention Metrics and Their Importance12:05 - The Modern Media Diet Explained15:39 - The Role of Creators in the Media Pyramid18:16 - Visualizing the Media Pyramid21:34 - Flexibility vs. Rigidity in Media Buying22:55 - The Dynamics of Advertising Decisions27:10 - Navigating Q4 Advertising Challenges30:26 - The Evolution of Search and Brand Strategy34:57 - Balancing Performance and Brand Marketing39:35 - Organizational Silos and Marketing Effectiveness46:06 - Harnessing Attention Through Organic Creative

In this episode, Vassilis Douros and Marc Binkley discuss things that caught their attention, including Nike's shift in slogan to resonate with a more anxious generation, the impact of AI on marketing metrics, and the success of American Eagle's controversial campaign featuring Sydney Sweeney. They also delve into the debate surrounding brand purpose in marketing, the revival of the iconic 'Got Milk' campaign, and the nostalgic comeback of Lee Jeans. Enjoy the show!Follow Our Updates⁠⁠LinkedIn: 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/TakeawaysNike's slogan change reflects a shift towards empathy and mental health.AI is reshaping marketing metrics and consumer behaviour.American Eagle's campaign was successful despite backlash.Brand purpose may not be as impactful as previously thought.The 'Got Milk' campaign aims to reconnect with consumers through nostalgia.Lee Jeans is making a comeback with a focus on authenticity.Consumer preferences are shifting towards simpler ingredients.Marketing success is measured by customer response, not public opinion.Nostalgia can be a powerful tool in marketing campaigns.Brands must adapt to remain relevant in a changing market.Chapters00:00 - Introduction to Barbers Brief00:55 - Nike's Slogan Shift: A Cultural Relevance Strategy03:54 - The Impact of AI on Marketing Metrics07:37 - American Eagle's Controversial Campaign and Its Aftermath10:48 - The Purpose-Driven Brand Debate15:07 - Reviving the 'Got Milk' Campaign21:11 - Lee Jeans: A Refreshing Brand StrategyAd of the week:Built Like Lee - Link: https://www.youtube.com/watch?v=lLH7p6ZISh0 After more than a decade, Lee is back with a new brand equity campaign that ditches celebrities for authenticity. “Built Like Lee” spotlights real people in real moments, refreshing the brand without reinventing it.While American Eagle chases viral buzz (and backlash) with Sydney Sweeney, Lee is betting on heritage, craft, and reliability. It’s a long-game strategy: rebuild equity first, then chase growth.In a world hooked on viral moments, Lee’s reminding us that sometimes the most powerful marketing isn’t flashy — it’s foundational.