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!

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Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

Takeaways

• Nike'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.

Chapters

• 00:00 - Introduction to Barbers Brief
• 00:55 - Nike's Slogan Shift: A Cultural Relevance Strategy
• 03:54 - The Impact of AI on Marketing Metrics
• 07:37 - American Eagle's Controversial Campaign and Its Aftermath
• 10:48 - The Purpose-Driven Brand Debate
• 15:07 - Reviving the 'Got Milk' Campaign
• 21:11 - Lee Jeans: A Refreshing Brand Strategy

Ad 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.