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.