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, 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.
In this conversation, Marc Binkley and Vassilis Douros reflect on their conversation with Alan Cross and explore the evolution of the music industry, particularly in the context of technological advancements and the rise of AI. They discuss the challenges faced by new artists in a saturated market, the importance of mental and physical availability in marketing, and how nostalgia influences modern music. The conversation also touches on strategies for breaking through in the industry and the future of music in an AI-driven landscape.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/TakeawaysAI is transforming the music industry in unprecedented ways.The shift from albums to singles has changed how music is consumed.New artists face immense competition in a crowded market.Mental and physical availability are crucial for marketing success.Nostalgia can be a powerful tool for modern artists.Breaking through requires innovative marketing strategies.The music industry is constantly evolving with technology.Artists today compete with both contemporary and historical figures.Understanding audience engagement is key for new artists.The future of music will be shaped by AI and digital platforms.Chapters:00:00 The Evolution of Music and Technology02:26 Navigating the Modern Music Landscape05:03 The Role of AI in Music Creation07:28 Marketing Strategies for Artists09:52 Nostalgia and Its Impact on Music12:34 The Future of Music Consumption
What can marketers learn from 70 years of disruption in the music industry? Legendary broadcaster and musicologist Alan Cross joins Marc Binkley and Vassilis Douros to unpack the parallels between rock ’n’ roll, technology, and the future of marketing.From the Beatles and Michael Jackson to Radiohead, Billie Eilish, and AI-generated artists, Alan takes us on a journey through the biggest shifts in music history—and reveals what marketers everywhere can apply to stay relevant, resilient, and innovative.If you want to sharpen your perspective on disruption, audience behavior, and adapting to change, this episode is essential listening.Our Guest:Alan Cross is an internationally known broadcaster, writer, and music historian. With more than 1,050 episodes of The Ongoing History of New Music and 30M+ downloads, Alan has documented the evolution of music, technology, and culture for over 45 years. He is also the host of Uncharted: Crime and Mayhem in the Music Industry, a consultant, and a sought-after speaker on the intersection of media, technology, and culture.www.ajournalofmusicalthings.com https://alancross.ca/Follow our updates:LinkedIn: 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/TakeawaysAdapt or fade away: How musicians and marketers alike face a “best before date” unless they evolve with technology and culture.The album effect: Why Sgt. Pepper’s changed not just music, but how products are packaged, positioned, and promoted.The monoculture era: How Michael Jackson’s Thriller and big-budget videos became a global marketing playbook.The pricing revolution: Radiohead’s In Rainbows and what it teaches us about business model innovation.From Napster to TikTok: Lessons in distribution, disruption, and discoverability.AI’s double edge: The opportunity and threat of AI-generated music—and what every marketer needs to know.Universal lesson: Don’t fight technology. Use it as a tool, or risk becoming obsolete.Chapters00:00 The Evolution of Music and Technology03:09 Adapting to Change in the Music Industry05:28 The Impact of Albums on Music Culture09:34 The Role of Retail in Music Discovery11:34 The Significance of Music Videos14:53 Marketing Strategies in the Music Industry16:38 The Shift to Digital and Streaming18:51 The Experimentation of Pricing Models19:58 The Rise of Digital Music Consumption25:56 The Transformation of Music Discovery26:37 The Challenge of Music Discovery30:11 The Impact of Social Media on Music34:49 The Fragmentation of Media Consumption39:49 The Future of Music Rights and AI50:39 Embracing Technology in Music MarketingLinks:The History of the Record Store https://open.spotify.com/episode/0KmTBhbHvFMg3cgiPwoRdO?si=5b244e1d4c8b4422The Rise & Fall of the MP3 https://podcasts.apple.com/ca/podcast/the-rise-and-fall-of-the-mp3/id1201968027?i=1000703061824People Still Go to Concerts LiveNation Q2 Report https://www.ajournalofmusicalthings.com/people-not-going-to-concerts-hah-live-nation-just-reported-a-massive-q2/The changing economics of the Music Industry https://app.lumiqlearn.com/episodes/jlDKnRnb3UcXsgc4jvJ9 Ticketmaster - The Origins of an industry Giant https://app.lumiqlearn.com/episodes/RH0w5jP1rZs1U0ZDuTbLTerry O’Reilly Marketing Hit Songs https://www.cbc.ca/radio/undertheinfluence/marketing-hit-songs-1.2947741 How much music is release each year? https://nikkimiller.space/2025/02/09/how-much-music-is-released-every-year/Streaming Stats...
In this episode of the Barber's Brief, Vassilis Douros and Marc Binkley discuss things that have caught there attention over the last couple of weeks. Including the risks associated with rebranding, Amazon's recent advertising strategy, rising costs on Meta, Google's declining market share, and the effectiveness of advertising. They also highlight Marc's piece for WARC "Why your customers say 'ads don’t work on me' while wrapping up with their ad of the week!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/Chapters00:00 - Introduction 00:35 - The Risks of Rebranding03:16 - Amazon's Advertising Strategy Shift05:01 - Meta's Rising Advertising Costs08:28 - Google's Declining Market Share11:56 - The Role of Advertising in Consumer Behavior12:43 - Marketing Moment: Ads and Consumer Perception21:29 - Ad of the Week: Lacoste's Logo Glow UpIn The News Links:Title: The Rebrand Reality CheckLink: https://www.linkedin.com/posts/officialjohnjames_ok-now-this-story-became-interesting-are-activity-7366277517277659137-6YLO/https://finance.yahoo.com/news/cracker-barrel-co-founder-93-170000637.htmlTitle: Amazon exits Google Shopping adsLink: https://www.ecommercenorthamerica.org/2025/07/28/amazon-exits-google-shopping-ads/Title: Creative Might Be the Solution to your Meta's Budget ProblemLink: https://www.linkedin.com/posts/kevin-goodwin-12b4243a_most-performance-ups-and-downs-on-meta-can-activity-7366181759685701632-oXVZ/Title: Google's Decline: Understanding the Shift in Search and What's Next - FrancoLink: https://franco.com/blog/advertising/googles-decline-understanding-the-shift-in-search-and-whats-next/The Marketing Moment:Title: 4Ps - Promotion: Why your customers say 'ads don’t work on me'Link: https://www.warc.com/newsandopinion/opinion/4ps---promotion-why-your-customers-say-ads-dont-work-on-me/en-gb/7098Ad of the WeekTitle: Lacoste replaces its crocodile with a goat to celebrate Novak DjokovicLink: https://www.thedrum.com/news/2025/08/27/ad-the-day-lacoste-replaces-its-crocodile-with-goat-celebrate-novak-djokovic
In this episode, Vassilis Douros and Marc Binkley unpack the messy reality of B2B buying, following a thought-provoking conversation with Jann Schwartz and Mimi Turner.They explore how buying decisions are rarely rational or linear—shaped instead by shifting group dynamics, emotional “jobs to be done,” and the human need for trust and validation. Drawing from personal experiences with software purchasing, they highlight why buying groups don’t map neatly to org charts, why deals often stall due to misalignment rather than product fit, and how brand fame works differently for large versus niche players.The discussion also dives into what this means for B2B marketers and creatives alike—from building awareness to navigating the unique challenges smaller brands face when competing with established giants.Enjoy the show!Our Guests:Mimi Turner: Head of Marketplace Innovation, LinkedIn LMShttps://www.linkedin.com/in/mimi-turner/Jann Martin Schwartz: Senior Director of Marketplace Innovation, LinkedInhttps://www.linkedin.com/in/janns/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/TakeawaysB2B buying is a complex and relational process.Emotional components play a significant role in decision-making.Buyers often carry the blame for failed purchases.Buying groups should ideally be small and focused.The onboarding experience can impact perceptions of a product.Understanding emotional jobs to be done is crucial for marketers.Creative strategies must align with the emotional journey of buyers.Brand awareness is essential for niche products to compete.The buying process involves multiple stakeholders and perspectives.Marketers need to navigate political capital within organizations.Chapters:00:00 - Navigating the Complexities of B2B Buying02:38 - The Emotional Weight of Decision Making05:19 - The Role of Buying Groups in B2B07:55 - Understanding Emotional Jobs to Be Done10:30 - Creative Implications in B2B Marketing13:00 - The Importance of Brand Awareness in Buying Decisions15:23 - Integrating Products in a Buying Ecosystem
In this episode of the Sleeping Barber podcast, hosts Marc Binkley and Vassilis Douros engage with Mimi Turner & Jann Martin Schwartz who leads the marketplace innovation team at LinkedIn. The conversation delves into the complexities of B2B buying, emphasizing the relational and emotional aspects that influence purchasing decisions. Key themes include the importance of trust, the evolving dynamics of buyer groups, and the impact of generational shifts and AI on decision-making. The discussion also highlights the significance of physical events in fostering relationships and validating brands in the B2B space.Our Guests:Mimi Turner: Head of Marketplace Innovation, LinkedIn LMShttps://www.linkedin.com/in/mimi-turner/Jann Martin Schwartz: Senior Director of Marketplace Innovation, LinkedInhttps://www.linkedin.com/in/janns/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/TakeawaysB2B buying is primarily relational, not just rational.Emotional jobs play a crucial role in B2B purchasing decisions.Trust and recommendations are vital for buyers.The number of stakeholders in buying groups is increasing.Generational changes are influencing B2B buying behaviour.AI is reshaping how buyers make decisions.Physical events provide essential human validation.Being well-known in a category is critical for success.Buyers prioritize defensible choices in their decisions.Understanding emotional jobs can enhance marketing strategies.Chapters00:00 Introduction to B2B Buying Dynamics06:06 Understanding Emotional Jobs in B2B12:04 The Role of Trust and Relationships17:58 Navigating Brand Recognition in B2B23:55 The Evolution of Buyer Groups and Decision-Making24:55 The Importance of Human Validation in B2B Decisions26:22 Trust and Influence in B2B Marketing27:41 The Role of Events in Building Trust29:37 Nonlinear Thinking in B2B Marketing31:56 Creating Value Through Intangible Investments34:37 Navigating Risk in B2B Purchases38:41 Emotional Jobs to Be Done in B2B Buying Decisions
In this episode, Marc and Vassilis discuss various thing that caught their eye over the last couple weeks including the cultural impact of Taylor Swift and Travis Kelsey, OpenAI's new e-commerce strategy, Google's advancements in AI for ad traffic management, and the rise of Substack among Gen Z brands. They also delve into the importance of restructuring Google Ads for better performance and highlight TD Bank's innovative campaign that promotes fractional ownership.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/Episode Takeaways:Speed and agility in marketing can lead to success.OpenAI is diversifying into e-commerce with chat GPT.Google is using AI to combat invalid ad traffic.Substack is gaining traction among Gen Z brands.Restructuring Google Ads should be done thoughtfully.TD Bank's campaign creatively promotes fractional ownership.Cultural relevance is key in modern marketing strategies.AI tools are essential for optimizing ad performance.Brands must adapt to changing consumer behaviors.Email marketing is evolving, not dying. Timestamps:00:00 - Welcome and Introduction00:57 - Cultural Marketing Moments: Taylor Swift and Reese's04:13 - OpenAI's E-commerce Strategy07:44 - Google's AI in Ad Traffic Management11:25 - Substack: The New Platform for Gen Z Brands15:05 - Marketing Moment: Restructuring Google Ad Accounts21:22 - Ad of the Week: TD Bank's Fractional Ownership Campaign
Join hosts Vassilis and Marc as they dive into the transformative power of AI in market research. They welcome Steve Phillips, Chief Innovation officer from Zappi to discuss creative effectiveness and consumer-centric approaches and how platforms like Zappi are reshaping the industry by enhancing data analysis, accelerating decision-making, and balancing creativity with data-driven insights.Enjoy the show!Our Guest:Steve Phillips, Founder, Chair and Chief Innovation Officer at Zappi https://www.linkedin.com/in/steve-phillips-2121ab/Follow Our Updates LinkedIn: 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/Timestamps:00:00 - Introduction and Episode Overview 02:15 - AI's Impact on Market Research05:30 - Discussion on Synthetic Data10:00 - Agility in Marketing through Rapid Testing 15:45 - Balancing Creativity and Data in Advertising
In this episode of the Sleeping Baber podcast, Steve Phillips, founder and Chief Innovation Officer at Zappi, discusses the evolution of consumer insights, the role of AI in market research, and the importance of creative effectiveness. He shares his journey from CEO to CIO, emphasizing the need for agility in marketing and the democratization of consumer insights. The conversation also touches on the future of data as a service and how Zappi is helping brands improve their effectiveness through a deeper understanding of consumer emotions.Our Guest:Steve Phillips, Founder, Chair and Chief Innovation Officer at Zappi https://www.linkedin.com/in/steve-phillips-2121ab/Follow Our Updates LinkedIn: 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/TakeawaysZappi aims to automate consumer insights for faster and cheaper results.AI has significantly improved the quality of market research reports.The emotional impact of advertising is crucial for creative effectiveness.Zappi's platform allows for rapid testing and iteration of marketing ideas.Democratizing consumer insights enables all team members to access data easily.Creative effectiveness is about more than just click-through rates.Zappi's clients have reported a 30% increase in effectiveness using their system.The future of marketing involves a continuous feedback loop with consumers.Data as a service is the next evolution for Zappi, enhancing brand strategy.Chapters00:00 - Introduction to Zappi and Steve Phillips03:00 - The Evolution of Consumer Insights05:58 - Leveraging AI in Market Research09:07 - Creative Effectiveness and Its Importance12:14 - The Shift from CEO to Chief Innovation Officer14:53 - The Future of Data as a Service18:00 - Conclusion and Key Takeaways
In this episode of Barbers Brief, Vassilis and Marc discuss the evolving landscape of entertainment and advertising, focusing on the YouTube-ification of platforms like Netflix, Google's new AI-driven advertising strategies, and the changing dynamics of TV consumption. They also delve into American Eagle's controversial marketing campaign and reflect on the need for a renewed approach to marketing strategies in a rapidly changing digital environment.Enjoy the show!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/TakeawaysNetflix is leveraging YouTube creators for content development.AI mode ads will change how brands target consumers.Streaming now dominates TV consumption, with YouTube leading.American Eagle's campaign sparked significant cultural debate.Marketing strategies need to evolve with changing consumer behavior.The importance of understanding both old and new marketing playbooks.Brands must clarify their objectives to avoid data-driven pitfalls.Engagement metrics should focus on meaningful interactions, not just clicks.Controversial campaigns can generate buzz but may alienate consumers.The line between brands and entertainment companies is blurring.Chapters00:00 Introduction and Overview00:44 YouTube's Influence on Streaming Platforms05:09 Google's AI Mode Ads06:50 Nielsen's Report on TV Viewing Trends10:24 American Eagle's Controversial Campaign15:30 Marketing Moment: The State of Marketing Today23:08 Out of the Week: Jordan Brand's Musical Ad
In this conversation, Marc Binkley and Vassilis discuss insights from their chat with Bob Park, focusing on brand management, the importance of data in marketing, and the evolving landscape of AI. They explore how to manage multiple brands effectively, the distinction between good and bad data, and the significance of sales as a key metric. The discussion also touches on the shift towards micro-moments in marketing and the future implications of AI in the industry.Enjoy the show!Our Guest:Bob Park: https://www.linkedin.com/in/bob-park-geappliances/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/TakeawaysThe weather can influence our mood and conversations.Managing multiple brands requires a nuanced understanding of market dynamics.Good data is essential for effective marketing strategies.Sales metrics should be the primary focus for marketers.The marketing landscape is shifting towards smaller, more frequent campaigns.AI is rapidly evolving and will impact marketing roles significantly.Understanding consumer behaviour is crucial for brand success.Data should guide decision-making, but clarity on what is being measured is vital.Collaboration across departments is essential for achieving sales goals.The future of marketing will involve adapting to new technologies and consumer expectations.Chapters00:00 Sunny Beginnings and Weather Talk01:55 Insights from Bob Park: Managing Multiple Brands05:18 Data Distinctions: Good vs. Bad09:09 Sales as the Key Metric12:42 The Shift to Smaller Campaigns16:10 The Future of AI and Technology18:05 Reflections on the Conversation
In this episode of the Sleeping Baber podcast, we engage with Bob Park, formerly the Chief Brand Officer at GE Appliances. We explore the evolving role of brand management, the importance of data-driven decision-making, and the challenges of balancing short-term and long-term marketing strategies. Bob shares insights from the Cannes Changemaker series, emphasizing the need for consumer-centric approaches and the integration of AI in marketing. Our conversation highlights the significance of building relationships within the C-suite and adapting to new media strategies in a rapidly changing landscape.Our Guest:Bob Park: https://www.linkedin.com/in/bob-park-geappliances/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/TakeawaysThe Chief Brand Officer role focuses on a house of brands approach.Cannes Lions Festival provided valuable insights on marketing and technology.Being a changemaker is essential in brand management.Understanding consumer needs is key to effective marketing.Data-driven decision-making is crucial for success.There is a distinction between good and bad data.Key metrics should guide marketing strategies.Navigating data overload is a challenge for marketers.Media strategies must evolve with changing consumer behaviour.AI will play a significant role in the future of marketing.Chapters00:00 Introduction to the Sleeping Baba Podcast01:03 The Role of Chief Brand Officer03:03 Insights from the Cannes Changemaker Series05:49 Applying Change Maker Philosophy to Brand Management08:56 Data-Driven Decision Making in Marketing11:50 Key Performance Indicators and Market Share14:51 Navigating Short-Term vs Long-Term Marketing Strategies17:57 The Evolution of Media Strategies21:10 Adapting to the Digital Landscape24:07 Building Relationships with the C-Suite26:48 Justifying Marketing Investments30:03 The Future of Marketing and AI33:03 Conclusion and Closing Remarks
In this episode, hosts Vassilis Douros and Marc Binkley discuss things that caught there eye over the last couple of weeks including the evolution of the creator economy, challenges in retail media measurement, the impact of AI on video advertising, and the transformation of performance marketing. They also analyze Ribena's nostalgic marketing campaign, highlighting the emotional connections brands can create with consumers.Enjoy the episode!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/TakeawaysThe creator economy is seeing significant mergers and acquisitions, indicating a shift towards formalization.Retail media networks are becoming increasingly fragmented, complicating measurement for advertisers.AI is revolutionizing video advertising, allowing smaller brands to compete with larger companies.Performance marketing needs to evolve from efficiency metrics to focus on consumer experience and connection.Brands should prioritize creating meaningful experiences over just measurable outcomes.The importance of breaking down silos between marketing teams to create cohesive consumer experiences.Measurement should go beyond last-click metrics to include engagement and journey quality.Ribena's campaign effectively taps into nostalgia, demonstrating the power of emotional connections in advertising.The rise of AI tools is making video production more accessible for smaller brands.Marketers need to rethink their strategies to adapt to changing consumer expectations and technological advancements.Chapters00:00 - Introduction00:53 - The Evolving Creator Economy04:29 - Retail Media Measurement Challenges08:27 - AI's Impact on Video Advertising12:19 - Innovative Marketing Strategies in Film15:55 - The Intersection of Film and Marketing17:12 - Evolving Performance Marketing to Experience Marketing21:51 - Redefining Success in Marketing25:24 - Nostalgia in Advertising: The Ribena CampaignLinks:Creator Economy Mergers and Acquisitions Heating Up!Link: https://www.businessinsider.com/creator-economy-mergers-acquisitions-heating-up-startups-private-equity-media-2025-7Brands demand better retail media measurement; retailers say it's not that easy; brands spend more anyway – latest IAB dataLink: https://www.mi-3.com.au/16-07-2025/retail-media-partners-pile-brands-boost-investment-iab-report-pins-measurement-majorGenAI Is Coming for Your CommercialsLink: https://www.tvtechnology.com/news/nearly-90-percent-of-advertisers-will-use-gen-ai-to-build-video-ads-according-to-iabBrad Pitt’s F1 Movie Marketing: Full-Throttle Strategy BreakdownLink: https://www.brandvm.com/post/f1-movie-2025-marketing-strategy-brad-pittThe Marketing MomentPerformance Marketing to Experience EngineeringLink: https://thecma.ca/topic/articles/2025/06/10/from-performance-marketing-to-experience-marketing--engineering-meaningful-consumer-connections