The Sleeping Barber - A Business and Marketing Podcast

Sleeping Barber
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  • 매주 업데이트

Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact. From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences. This is your backstage pass to smarter thinking and better business results.

  1. 17시간 전

    SBP 112: Leading Brands in an AI World. With Paul Dervan.

    In this episode of The Sleeping Barber Podcast, we sit down with Paul Dervan, Head of Brand Marketing at Miro and author of Run With Foxes, to explore the evolving world of marketing in the age of AI. Paul shares his insights on evidence-based marketing, learning from failures, and the challenges of navigating marketing metrics effectively. We dive into the shifting landscape of marketing communications, the role of customer insights, and how brands can use micro-segmentation and category entry points to refine their strategies. The conversation also unpacks AI’s transformative impact on creative processes, the future of AI-driven marketing teams, and the growing need for AI literacy in the workplace. Join us as we discuss the intersection of AI, marketing, and storytelling—where technology enhances creativity, but the human touch remains irreplaceable. Our Guest Paul Dervan - Head of Brand Marketing @ Miro Author of Run With Foxes: Make Better Marketing Decisions https://www.linkedin.com/in/pauldervan/ https://www.amazon.ca/Run-Foxes-Better-Marketing-Decisions/dp/085719772X Miro: The Innovation Workspace https://www.youtube.com/watch?v=pqaSH1Ibw-g Monster Problem? Solve Anything, Together https://www.youtube.com/watch?v=shy3tqvHb4g 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 Chapters 00:00 Introduction to the Podcast and Guest 02:49 The Importance of Distinctive Assets in Branding 05:58 Paul's Journey to Evidence-Based Marketing 08:59 Mistakes in Marketing and Learning from Them 12:02 Navigating Marketing Metrics and Decision-Making 14:52 Leading Brands in an AI World 17:59 Miro's Evolution as a Collaboration Tool 28:05 Navigating Change in Marketing Communications 29:50 Understanding Customer Insights for Effective Marketing 31:52 Micro Segmentation vs. Category Entry Points 35:02 The Role of Category Entry Points in Marketing Strategy 40:25 AI's Impact on Creative Processes 50:17 The Future of AI Agents in Marketing 01:03:25 The Evolution of Podcasting and AI 01:06:45 Democratization of Content Creation 01:08:35 Understanding Marketing Metrics and AI 01:10:38 AI Literacy and Competitive Advantage 01:12:33 Integrating AI into Business Workflows 01:15:35 The Role of AI in Creative Processes 01:17:04 Category Entry Points in Marketing 01:20:22 The Future of Segmentation and Targeting 01:23:06 Human Element in Storytelling and AI 01:26:51 Closing Thoughts on AI and Marketing Background Research & Links: https://claude.ai/ https://elevenlabs.io/ https://www.make.com/en https://relevanceai.com/ https://www.perplexity.ai/ https://notebooklm.google/ https://www.lipdub.ai/pricing-page https://getimg.ai/ https://openai.com/index/sora/ https://runwayml.com/

    1시간 28분

  2. 3월 6일

    SBP 111: The Barber's Brief , Nobody Cares That You Use AI - March 6, 2025

    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: 00:49 - Brand Recognition Trumps Rankings: New SEO Data Reveals Consumer Trust Patterns 04:59 - Clear briefs help marketers confront the chaos of advertising 07:08 - Adalytics Goes Public with First Named Client Partnership 10:43 - Guess What? Nobody and Everybody Cares About AI 15:00 - Marketing Moment - Fragment Forward: Five Key Trends Shaping 2025 23:12 - Ad of the week: Fiverr - Nobody Cares a 1:20 Musical 25:35 - Coming up next week. In The News Links: Brand Recognition Trumps Rankings: New SEO Data Reveals Consumer Trust Patterns Link: https://searchengineland.com/brands-search-results-survey-452789 Clear briefs help marketers confront the chaos of advertising Link: https://www.marketingweek.com/clear-briefs-confront-chaos/ Adalytics Goes Public with First Named Client Partnership Link: https://adage.com/article/digital-marketing-ad-tech-news/ad-tech-watchdog-adalytics-publicizes-quad-paying-client/2603756 Guess What? Nobody and Everybody Cares About AI https://investors.fiverr.com/news-releases/news-release-details/guess-what-nobody-and-everybody-cares-about-ai The Marketing Moment: Fragment Forward: Five Key Trends Shaping 2025 The Contagious IQ Download 2024 / https://www.contagious.com/reports-and-webinars/the-contagious-iq-download-2024 Ad Of The Week: Fiver - Nobody Cares - A Musical https://youtu.be/hJYvwmodYIU?si=O2mIDhiUQxoxf8ak Key Points: A great example of an entertaining B2B ad with the use of humour. Fiver built this in-house, while also using insights from their report. The campaign emphasizes the importance of human expertise in maintaining high-quality results when integrating AI

    27분
  3. SBP 110: Taking Chaos out of Creativity. With Rethink's Karen Pearce & Morgan Tierney.

    2월 27일

    SBP 110: Taking Chaos out of Creativity. With Rethink's Karen Pearce & Morgan Tierney.

    In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros dive into the art of creativity with Karen Pierce and Morgan Tierney from the award-winning Canadian agency, Rethink. They explore the role of creativity in marketing, Rethink’s distinctive Crafts Framework, and how it fuels their success. The conversation delves into the power of strong partnerships, the nuances of brand storytelling, and real-world applications of their strategies—featuring standout campaigns for WestJet, TELUS, and Heinz. They also tackle the challenges of navigating bureaucracy in the creative process and discuss why curiosity is essential for breakthrough ideas. Don’t miss this insightful episode—enjoy the show! Our Guests: Karen Pearce - GM of Rethink Vancouver https://www.linkedin.com/in/karengpearce/ Morgan Tierney - Executive Creative Director @ Rethink Vancouver https://www.linkedin.com/in/morgan-tierney-19353943/ Follow Our Updates: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠\ Timestamps 00:00 Introduction to Rethink and the Power of Creativity 02:46 The Importance of Creative Impact in Marketing 05:58 Understanding the Crafts Framework 08:51 Rethink's Success and Agency Values 12:01 Building Partnerships for Creative Success 14:50 Key Requirements for Effective Advertising 17:57 Crafts Framework Explained 21:01 Real-World Applications of the Crafts Framework 24:02 Case Studies: WestJet and Heinz 29:54 Innovative Campaigns and Their Impact 38:44 The Power of Distinctive Brand Assets 41:47 Emotional Storytelling in Commoditized Markets 45:03 Navigating Bureaucracy in Creative Processes 49:06 Building Trust and Effective Client Relationships 52:55 The Importance of Curiosity in Creativity 57:51 PostPod with V & Marc Background Research & Links: Rethink the Business of Creativity https://www.amazon.ca/Rethink-Business-Creativity-Ian-Grais/dp/1773271059 Kantar - Top 10 Drivers of Ad Profitability https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think One Way Trips to Canada https://www.rollingstone.com/product-recommendations/lifestyle/best-cheap-flights-to-canada-travel-trends-1235155422/ Taylor Swift - Seemingly Ranch https://www.today.com/food/news/taylor-swift-seemingly-ranch-heinz-rcna117724 Heinz Ketchup Fraud https://www.contagious.com/iq/article/insight-strategy-ketchup-fraud Coors Light & Shohei Ohtani https://www.thedrum.com/news/2024/10/07/how-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment

    1시간 15분
  4. SBP 109: The Barber's Brief, New Head of CeraVe? - February 20, 2025

    2월 20일

    SBP 109: The Barber's Brief, New Head of CeraVe? - February 20, 2025

    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: 00:49 - Is X winning back advertisers? 03:53 - Google Testing 'AI Mode" internally. 06:53 - Unlocking the next frontier of personalized marketing. 11:43 - Why humour in advertising works. 14:54 - Marketing Moment - Choosing the wrong pricing strategy can be costly 19:41 - Ad of the week: New Head of CeraVe In The News Links: Elon Musk's X is winning advertisers new and old — but the comeback has a long way to go https://www.businessinsider.com/elon-musk-x-advertising-spending-data-analysis-mixed-recovery-2025-2 Google Search testing ‘AI Mode’ https://searchengineland.com/google-search-testing-ai-mode-451672 Unlocking the next frontier of personalized marketing https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/unlocking-the-next-frontier-of-personalized-marketing Humour in advertising works. https://lnkd.in/diRqTWKa Quick glance: https://www.warc.com/content/feed/Why_humour_in_advertising_works_and_how_brands_can_use_it_more/10268 The Marketing Moment: Choosing the Wrong Pricing Strategy Can Be a Costly Mistake https://faculty.wharton.upenn.edu/wp-content/uploads/2012/12/Hussain-EAP.pdf https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/choosing-the-wrong-pricing-strategy-can-be-a-costly-mistake/ Ad Of The Week: Anthony Davis is the Head of Cerave https://youtu.be/DME907CSSt8 https://www.prnewswire.com/news-releases/cerave-announces-new-head-of-cerave-hair-campaign-featuring-charli-damelio-anthony-davis-and-paige-bueckers-302375432.html CeraVe has launched "Head of CeraVe," a new campaign addressing the fact that while dandruff affects 1 in 5 Americans, only 40% seek treatment. The campaign features social media star Charli D'Amelio, NBA player Anthony Davis, and UCONN basketball player Paige Bueckers, who each shared viral moments highlighting scalp health issues. The campaign includes a Saturday Night Live collaboration featuring a parody metal band called "Naumôre Dandruf." CeraVe is promoting their new Anti-Dandruff Shampoo and Conditioner line, which contains 1% Pyrithione Zinc and their signature ceramide blend. The campaign also includes a sweepstakes offering winners trips to see Broadway shows, Mavericks games, or UCONN games, along with product giveaways.

    24분
  5. SBP 108: Touchdowns & Turnovers: Super Bowl Ads Rated. With Vanessa Chin.

    2월 13일

    SBP 108: Touchdowns & Turnovers: Super Bowl Ads Rated. With Vanessa Chin.

    Welcome back to another episode of The Sleeping Barber Podcast! Super Bowl 59 may be over, but the ads are still making waves! Today, we’re joined by Vanessa Chin, SVP at System1, to break down the intricacies of Super Bowl advertising. We analyze four standout ads and explore how they scored across Star, Spike, and Fluency, diving into key topics like: - The effectiveness of creative quality - The power of emotional responses in advertising - The role of pre-testing in shaping winning ad strategies Tune in for an insightful discussion on what makes a Super Bowl ad truly resonate! One last thought. We would also encourage you to head over to watch this episode on YouTube. This way you can watch the System 1 tech in action! https://youtu.be/9QU1ZUDXWtQ Our Guest: Vanessa Chin - SVP of Marketing at System 1 https://www.linkedin.com/in/vanessamackeychin/ System 1 - Creative Effectiveness Platform measures emotion to predict the business impact of ads https://system1group.com/ Follow Our Updates: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps: 00:00 - Introduction 03:01 - Understanding System One's Creative Effectiveness Metrics 05:43 - The Importance of Creative Quality in Advertising 08:54 - Comparing Super Bowl Ads to Regular Ads 11:43 - The Role of Pre-Testing in Advertising 14:47 - Navigating Internal Conversations with Pre-Testing Data 17:43 - Case Study: Reese's Don't Eat Lava Ad 20:13 - Analyzing Emotional Responses in Advertising 22:58 - Case Study: Budweiser's First Delivery Ad 27:59 - Emotional Resonance in Advertising 32:19 - The Power of Music in Ads 36:14 - Celebrity Influence in Super Bowl Ads 44:15 - The Success of Doritos' Crash the Super Bowl 50:18 - Brand Fluency and Recognition Strategies 56:45 - Post Pod with V and Marc Background Research & Links: https://system1group.com/uncategorized/our-metrics-explained https://www.emarketer.com/content/super-bowl-deliver-on-ratings--ads--streaming https://www.westwoodone.com/blog/2024/08/12/adelaide-attentiveness-measurement-1000-of-am-fm-radio-ads-require-2635-worth-of-facebook-ads-to-achieve-the-same-level-of-attention-audio-platforms-generate-nearly-the-same-attentiveness-as-tv/ https://www.smartmarketing.me/attention-gained-by-different-media.html https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability https://www.cbsnews.com/news/how-much-do-2025-super-bowl-commercials-cost-heres-the-price-tag-on-ads-this-year/ https://system1group.com/the-extraordinary-cost-of-dull https://podcasts.apple.com/ca/podcast/sbp-091-the-cost-of-dull-ads-with-adam-morgan/id1609811324?i=1000671637754 https://ipa.co.uk/news/creative-consistency

    1시간 8분
  6. SBP 107: The Barber's Brief, Tariff Edition - February 6, 2025

    2월 6일

    SBP 107: The Barber's Brief, Tariff Edition - February 6, 2025

    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. This week though, they tackle the topic of the potential trade war that could be looming! Enjoy the show! Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps: 00:00 - Introduction 01:39 - NBC Tariff Overview? 04:04 - Tariffs and the 4Ps 20:05 - The Marketing Moment: WARCs Multiplier Effect Study 29:22 - Ad of the Week - Kraft Mayonnaise from 1931 34:23 - Coming Up Next Week In The News Links Tariff Overview - NBC News NBC News https://www.nbcnews.com/politics/donald-trump/live-blog/trump-china-canada-mexico-tariffs-live-updates-rcna190144 Which provinces are pulling U.S. alcohol off shelves over Trump’s tariffs? https://globalnews.ca/news/10993794/trump-tariffs-liquor-boards/ China’s Massive Belt and Road Initiative https://www.cfr.org/backgrounder/chinas-massive-belt-and-road-initiative 10 things that could cost more under new tariffs https://www.fox9.com/news/trump-tariffs-price-hikes All the generic coronavirus ads are a waste of time and budget https://www.marketingweek.com/generic-covid-ads-waste-time-budget/ The Marketing Moment: WARC Multiplier Effect - Great resource with a few highly relevant case studies https://page.warc.com/the-multiplier-effect-report Ad Of The Week: An ad from Kraft in 1931 Despite a challenging economy, they didn’t highlight the price Instead, Kraft focused on increasing brand recognition: from Gelfand to Kraft Product features & ingredients: a great supply chain that keeps mayonnaise Always Kitchen Fresh! Guaranteed by your trusted grocer Eggs, Select Oil, aged-in-the-wood vinegar, rare spices Service: Home Delivery Recipe ideas to use more: dress lettuce Emphasized nutritional value and quality for an economical price, and used recipe books as a promotional tool.

    37분
  7. SBP 106: Why Cutting Marketing Budgets is a Mistake. With Hilary Borndahl.

    1월 30일

    SBP 106: Why Cutting Marketing Budgets is a Mistake. With Hilary Borndahl.

    In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros welcome Hilary Borndahl to discuss the critical role of measurement in marketing, with a focus on marketing mix modelling (MMM) and its impact on ROI. They explore the challenges marketers face in justifying budgets, the importance of understanding ad stock, and the consequences of cutting marketing spend. The conversation also covers the evolution of digital marketing, the balance between performance and brand marketing, and the value of MMM in providing a holistic view of marketing effectiveness. Marc highlights the growing need for integration between paid and organic search, the influence of audio advertising on consumer behaviour, and the complexities of modern consumer journeys. Other key topics include targeting strategies, AI’s role in marketing measurement, and the necessity for CMOs to be data-savvy. The episode also examines the effectiveness of creative in campaigns and the rising significance of metrics like the Marketing Effectiveness Ratio (MER) in evaluating media performance. Our Guest: Hilary Borndhal, CEO & founder of Miix Analytics Linkedin: https://www.linkedin.com/in/hilary-borndahl/ 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 Timestamps: 00:00 - Introduction to Measurement in Marketing 02:56 - Introduction to Hilary, Miix Analytics & the Insights Association 06:07 - The Wanamaker Dilemma and ROI Challenges 08:59 - Understanding Ad Stock and Its Importance 11:49 - The Impact of Cutting Marketing Budgets 15:08 - The Role of Digital Marketing Today 18:03 - Performance Marketing vs. Brand Marketing 20:51 - The Evolution of Measurement Techniques 24:04 - Marketing Mix Modeling Explained 26:56 - Benefits of Marketing Mix Modeling 30:14 - Review Cycles for Marketing Mix Modeling 33:01 - Balancing Brand and Performance Investments 39:42 - The Integration of Paid and Organic Search 42:07 - The Role of Audio in Marketing 44:58 - Consumer Behavior and Search Dynamics 50:37 - The Complexity of Consumer Journeys 54:21 - Narrow vs. Broad Targeting in Marketing 58:43 - The Impact of AI on Marketing Measurement 01:01:15 - Post-pod Discussion - Marc and V's key takeaways and insights from the conversation

    1시간 21분
  8. SBP 105: The Barber's Brief - January 23, 2025

    1월 23일

    SBP 105: The Barber's Brief - January 23, 2025

    Welcome to another episode of The Barber’s Brief, by the Sleeping Barber Podcast! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week. Enjoy the show! Follow our Updates: https://www.linkedin.com/company/sleeping-barber/ Follow our Hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

    34분
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Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact. From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences. This is your backstage pass to smarter thinking and better business results.

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