By Sleeping Barber
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The podcast currently has 92 episodes available.
Welcome to another episode of the Sleeping Barber Podcast!
Join Marc and Vassilis as they dive into the fascinating world of marketing strategy and innovation with a special guest, Adam Morgan. Adam is a pioneer in business and marketing, best known for his book "Eat Big Fish," which has inspired countless brands to adopt a challenger mindset. He’s also authored "The Pirate Inside" and "Overthrow" and hosts the podcast "Let's Make Things More Interesting." In this episode, Adam discusses his latest research with System1 and Peter Field on "The Cost of Dull," exploring the financial impact of uninspired advertising.
Guest Bio:
Adam Morgan
Partner, eatbigfish: Brand and Marketing Consultant
On LinkedIn
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
0:54 - About Adam
3:23 - Defining Dull
4:28 - The data sources of Dull
6:16 - Mediocrity inspired this research
10:01 - 4 the horseman of the dull-ocolypse
14:10 - Do dull ads influence consumer perceptions
17:33 - Optimizing to the average
18:27 - Sponsor - Quatical: Fractional Marketing Leadership
20:46 - The Smarter we get, the duller we get
22:07 - The financial impact of Dull
24:49 - Is average ad creative actually responsible?
27:34 - What makes impactful communication
30:15 - Emotion is more than tears
34:05 - Insurance industry has raised the B2B bar of creativity
36:19 - The % of B2B ads that are dull
41:07 - Attention & reach are different
43:03 - Dull inputs lead to dull outputs
44:10 - What is Risk and what is responsible
48:21 - Using AI in ad creative
52:52 - More about Adam
54:04 - Post Pod with V & Marc
Literature:
Risk & Responsibility: A lesson in creative responsibility
The Cost of Dull with Peter Field — The Challenger Project | The Home of Challenger Brands
Let's Make Your Brand More Interesting | Inc.com
The £10m cost of dull advertising | WARC | The Feed
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
0:00 - Introduction
01:15 - Nike’s Market Strategy and Challenges
05:31 - Amazon’s Return to Office Mandate
09:52 - Swedish Advertising Insights
13:45 - The Evolution of KPIs in Marketing
25:38 - Ad of the week
Links:
Title: Did Nike Lose it’s Cool or it’s place? Prof. Koen Pauwels
Source: Prof. Koen Pauwels
Link: https://www.linkedin.com/pulse/did-nike-lose-its-cool-place-prof-dr-koen-pauwels-0cmqe/?trackingId=8MbCHRTATd%2Bm4DNRnHllsA%3D%3D
Amazon Says No To Remote Work - Mandates full 5-day return to office
Source: Techcrunch
Link: https://techcrunch.com/2024/09/16/amazon-mandates-full-five-day-return-to-office/
Link#2: https://finance.yahoo.com/news/amazon-employees-blast-andy-jassy-113949840.html
Title: Effective Communication 2024 report by Sveriges Annonsorer & NoA Consulting
Source: Sveriges Annonsorer
Link: https://www.sverigesannonsorer.se/kunskap/rapporter/effective-communication-2024
Title: Is the KPI still a good indicator of performance? Johnny Corbet
Source: Marketing Week
Link: https://www.marketingweek.com/kpi-good-indicator-performance/
The Marketing Moment:
How KFC Integrated Creative Quality into Their Marketing Effectiveness Assessments
Link: https://www.kantar.com/inspiration/advertising-media/how-kfc-integrated-creative-quality-into-their-marketing-effectiveness-assessments
Ad of the Week
MIRO - collaboration and project management software
https://youtu.be/shy3tqvHb4g?si=QyNchqm5jw2e4GDo
The Back Story - the production team used Miro to produce the commercial for Miro
https://go2.miro.com/how-we-launched-a-national-ad-campaign-with-Miro.html
Welcome to another episode of the Sleeping Barber Podcast!
Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman.
James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success.
Enjoy the show!
Our Guest:
James Hurman - https://www.linkedin.com/in/jameshurman/
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:
0:00 - Episode Introduction
3:28 –the trouble with CAC & the startup playbook
6:39 – why future demand (brand building) is important for startups
10:15 – is demand generation possible
15:04 – Why CAC gets worse without brand awareness
17:30 – Split budgets between brand and performance marketing
19:00 – James’ journey into effectiveness
24:14 – What is effectiveness?
26:35 – The Creative Effectiveness ladder
32:35 – Do ads wear out or wear in?
37:10 – The customer need behind Tracksuit’s brand health tracking SaaS
41:10 – Lessons for early-stage startups
44:53 – The power of industry expertise inside a startup
47:58 – Building Effectiveness knowledge inside companies
51:15 – Much of what marketers are taught is wrong
53:30 – Marketing evidence needs to wear in
54:15 – how to learn more about James
55:09 - Post Pod with V and Marc
Background Research & Literature:
James on LinkedIn https://www.linkedin.com/in/jameshurman/
Tracksuit https://www.gotracksuit.com/us
Previously Unavailable https://www.previously.co/
Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder
The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand
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
0:00 - Introduction
1:56 - Efficiency Delusion
4:54 - iOS 18 What Does It Mean For Marketers
12:30 - Brand Has Never Been More Important For B2B
17:14 - Google Lose Appeal in EU
19:56 - The Marketing Moment - Dr. Pepper
Links:
Story #1
Title: The Efficiency Delusion
Source: Paul Worthington blog OffKilter
Link: https://www.invencion.com/off-kilter
Story #2a
Title: iOS 18: What do the new AI features mean for Email Marketing?
Source: DeployTeq
Link: https://deployteq.com/ios-18-what-do-the-new-ai-features-mean-for-email-marketing/
Story #2b
Title: iOS 18: Apple Visual Intelligence – search using your iPhone camera
Source: Search Engine Land
Link: https://searchengineland.com/apple-visual-intelligence-search-using-your-iphone-camera-446419
Story #3
Title: Brand Has ‘Never Been More Important in B2B Marketing’, research reveals
Source: Marketing Week
Link: https://www.marketingweek.com/brand-more-important-b2b/
Story #4
Title: Nike: Google loses appeal against EU’s $2.7B Shopping antitrust case, as bloc also wins $15B Apple state aid appeal
Source: Masimo Guanaco on LinkedIn
Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf
Marketing Moment: Dr. Pepper Just Took over Pepsi: Could Coca-Cola be Next?
Source: Andrew Tindall in The Drum
Link: https://www.thedrum.com/opinion/2024/09/02/dr-pepper-just-overtook-pepsi-could-coca-cola-be-next
The Background: Coke, Pepsi, and Dr. Pepper once dominated the U.S. soda market, but by the end of 2023, Pepsi and Dr. Pepper were tied with an 8.3% market share. Dr. Pepper's success is due to both its own strategy and Pepsi's failures.
Case #1 - Branding & Rebranding: While Coca-Cola maintained a consistent brand identity, Pepsi underwent multiple major redesigns. Dr. Pepper, launched in 1885, kept its unique positioning, benefiting from a distinct brand and flavor profile. The brand leveraged its unique classification as a "Pepper Soda" to expand its distribution network.
The Cola Wars: Pepsi focused on taste tests and high-profile campaigns, including controversial ads, while the overall market saw a shift towards bottled water and diverse flavors. Pepsi emphasized zero sugar and snacks.
Dr. Pepper’s Strategy: Unlike its competitors, Dr. Pepper avoided the "Cola Wars" and focused on its distinctiveness, committing to an eSOV (excess share of voice) strategy and consistently improving ad quality. As Gen Z becomes the key demographic, Dr. Pepper continues to focus on its 139-year-old positioning as a unique blend of 23 flavors while adapting its creative approach to resonate with younger consumers.
We Play Different - The North Face
Link: https://www.youtube.com/watch?v=-7qHeUak1RU&list=TLGGQEylHYKkXDwxMDA5MjAyNA&t=18s
Agency: B-Reel
The North Face aimed to reconnect with its core audience across fashion and outdoor sports while appealing to a younger demographic unfamiliar with its heritage.
Campaign narrative and execution
The campaign, "We Always Have Your Back," utilizes storytelling and visual spectacle to bridge The North Face's legacy in extreme outdoor exploration with its contemporary status as a streetwear icon. Narrated by Alex Honnold, the campaign emphasizes unity and support in adventure.
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
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
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/
Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week.
Enjoy the show!
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
0:00 - Introduction
2:38 - Update to Google’s Pmax Reporting
5:37 - Using the Playting to Win Framework for Competitor Analysis
9:37 - Google Cancels The Cookie Deprivation
12:55 - The Power of Aunthicity
19:02 - The Marketing Moment - The Dollar Shave Club
26:25 - Ad of The Week
30:04 - Coming Up Next Week, Dan Ariely
Links:
Story #1
Title: Google adds new PMax reporting, generative AI tools
Source: Search Engine Land
Link: https://searchengineland.com/build-modern-digital-marketing-plan-444367
Story #2
Title: The Best Strategy Icebreaker
Source: Roger Martin Medium
Link: https://rogermartin.medium.com/the-best-strategy-icebreaker-0c9b6ae58461
Story #3
Title: Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be
Source: Adexchanger
Link: https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/
Story #4
Title: Nike: AN epic saga of value destruction
Source: Masimo Guanaco on LinkedIn
Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf
Marketing Moment: Dollar Shave Club's Viral Launch: A Marketing Masterclass
Link: https://www.youtube.com/watch?v=ZUG9qYTJMsI
The Birth of Dollar Shave Club
Founded in 2011 by Michael Dubin and Mark Levine, Dollar Shave Club aimed to solve a common consumer pain point: overpriced and inconvenient razor purchases. The company's subscription-based model promised high-quality razors delivered directly to customers' doors at a fraction of the cost, challenging the traditional retail model.
The Viral Video: "Our Blades Are F***ing Great"
Key Elements of the Video:
Authenticity: Michael Dubin's natural and relatable delivery made the brand feel genuine and trustworthy.
Humor: The script was packed with memorable jokes and absurd scenarios that entertained while conveying the product's value proposition.
Simplicity: The video clearly explained the problem (expensive, inconvenient razors) and DSC's solution in an easily digestible format.
Shareability: The entertaining nature and concise length made it highly shareable across social media platforms.
Immediate Impact: Within 48 hours of its release, the video amassed over 12,000 orders, crashing the company's servers due to the unexpected traffic surge.
Results and Growth
The viral success of the video translated into exponential growth for DSC.
Customer Acquisition: The company gained a massive influx of subscribers, building a strong customer base rapidly.
Investor Confidence: The buzz attracted substantial investments, fueling further expansion and product development.
Industry Disruption: DSC's success challenged established brands, leading to shifts in marketing strategies and pricing models within the industry.
Acquisition: In 2016, Unilever acquired Dollar Shave Club for a reported $1 billion, highlighting the monumental success achieved through innovative marketing.
Ad of the Week
McDonalds - first full AI-generated video that I’m aware of via john james
https://www.linkedin.com/posts/officialjohnjames_ai-advertising-ugcPost-7231841679882731520-_Hcq/?utm_source=share&utm_medium=member_android
Mcdonalds Japan has released a polished ad using AI that cost the creator $50 in tools. The implications for worldwide advertising supply chain are huge
Welcome back to another episode of the Sleeping Barber Podcast! Today, we’re diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies.
Our Guest:
Dan White
https://www.linkedin.com/in/danwhite1000/
Marketing & Insights Innovator
Former CMO, co-developed Kantar’s BrandZ - the world's biggest brand equity measurement system
4-time author of some of the best marketing books in the world
Including the topic of today’s call the Smart Advertising Book
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:
0:50 - Intro to Dan
2:43 - How does the Smart Advertising fit with his other books
5:36 - Why write this book
7:35 - SMART = Evidence-Based Concepts
9:38 - The evidence for advertising ROI
13:20 - The evidence for demand generation
14:52 - The evidence for making customer switch
17:32 - The biggest driver of purchase behaviour
18:50 - How does advertising really work
22:14 - Why brands work over the long term
25:09 - We’re overcomplicating how branding works
31:09 - Why brand building is the right phrase
32:13 - Why packaging and ad creative need to match
34:37 - Core Concept: Reach v. Frequency
40:15 - Core Concept: Broad v. Narrow Targeting
48:47 - Core Concept: The optimal marketing budget
53:40 - Core Concept: Burst vs.Spreading Spend
58:44 - Find out more about Dan
1:00:44 - Post Pod with V and Marc
Episode Quote:
"If you can't explain it simply, you don't understand it well enough." - Dan White
Show Links:
The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186
Dan’s Website https://www.smartmarketing.me/
Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide
Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week.
Enjoy the show!
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
0:00 - Introduction
1:01 - Consumer Still Feeling teh Inflation Squeeze
3:26 - Tik Tok Tightens Teen AD Targeting
5:52 - Apple’s Vision Pro 1.4bn Failure
8:49 - The Growing Pains of Retail Media
12:05 - Marketing Moment: XBOX Football Manager
16:46 - Ad of the Week: McDonald’s Retro Birthday Party
Links:
Title: Consumers still feeling the squeeze despite falling inflation
Source:
Link: https://www.marketingweek.com/consumers-squeeze-inflation-data/
Summary
Title: TikTok tightens teen ad targeting and boosts AI transparency
Source: Search Engine Land
Link: https://searchengineland.com/tiktok-teen-ad-targeting-ai-transparency-443986
Title: Apple’s Vision Pro $1.4bn failure shows importance of market orientation
Source: The Drum
Link: https://www.thedrum.com/opinion/2024/07/15/apple-s-vision-pro-600m-failure-shows-importance-market-orientation
Title: The growing pains of retail media: Dodging ROAS gremlins
Source: Marketing Week
Link: https://www.marketingweek.com/retail-media-roas-gremlin/
Marketing Moment: Highlighting Case studies (3-4 minutes):
XBox Football Manager (FM24) Video Game
Everyday Tactician - McCann London
https://www.youtube.com/watch?v=elq83mERXv0
Background
If you’ve seen Wrexham docuseries they have been promoted to EFL One
There’s a huge advantage for teams that get promoted - more $, better players, better coaches etc
Bromley had been in the lower leagues for 132 years
Bromely paired with Xbox to recruit talent using their FM24 game
Like moneyball but with gamers
Filmed a documentary, promoted on social & the game
Results
Hired the “Everyday Tactictian” a guy named Nathan Owolabi who was a tour guide at Wembly
Became part of the team’s backroom staff and worked for the club’s manager
Campaign won a bunch of awards including Cannes Lions Grand Prix
Picked up a lot of press 1.5B impressions
190% increase in FM players
Most played version ever
Bromely FC promoted to EFL two for the first time in the past 132 years
Ad of the Week
McDonald’s serves up retro birthday party ad to celebrate 50 years in UK
Link: https://youtu.be/MgBs3DgLZBk
McDonald’s is kicking off a major new campaign celebrating 50 years since opening in the UK with a faithfully recreated reminder of the joy of its childhood birthday parties.
McDonald's new campaign commemorating 50 years since its first UK location opened in Woolwich, London. The campaign features a nostalgic ad filmed in the original restaurant, meticulously recreated to evoke the ambiance of 1980s childhood birthday parties. Produced by Leo Burnett, the 60-second spot aims to celebrate McDonald's heritage and appeal to sentiments of joy and nostalgia associated with its early years in the UK.
In our latest episode, we delve into the critical topic of ethics in marketing and advertising with Amina Mattern, Industry Strategy Lead at LinkedIn Marketing Solutions. Amina shares her extensive experience and insights on the evolving landscape of digital advertising, data privacy, and consumer trust.
Discover how data has become the new currency and why transparency, honesty, and societal well-being are essential for building and maintaining trust. Learn about the impact of regulations like GDPR and CCPA, and explore the potential of synthetic data in market research.
This episode is packed with valuable information for marketers looking to navigate the complex world of digital ethics. Don't miss out on this enlightening conversation. Listen now and take your first step towards becoming a more responsible and effective marketer.
Our Guest
Amina Mattern
https://www.linkedin.com/in/amina-mattern/
Industry Strategy Lead @ LinkedIn Marketing Solutions | Financial Services & Fintech
Experience working agency side, MediaCom, Omnicom, and also held the position of Head of Marketing Strategy for Loblaws.
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/
References:
Canadian Marketing Association’s Code of Ethics https://thecma.ca/resources/code-of-ethics-standards
Quote of the Episode:
"The way that you handle data and privacy is very much a part of your brand." - Amina Mattern
Timestamps
0:51 - Introduction to Amina Mattern
2:15 - Amina’s career path
4:00: - How roles in brand, agency and platform shaped Amina’s perspective on marketing ethics
5:53 - More data, more regulations
8:30 - Directional trends on regulation and policys
10:40 - Ethics and data privacy impacts brand reputation
12:40 - How local consumer expectations affect ethic & policys
15:28 - Data is currency
17:50 - If you collect data, you need an ethical data strategy
20:09 - Cookie deprecation & ethics
28:43 - A consumer’s responsibility with data collection
32:02 - Ethics in synthetic data
35:30 - Future of ethics in advertising
38:18 - Technology isn’t a substitute for ethics
42:22 - Post-pod with V and Marc
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