Welcome to Another Episode of Our Barber’s Brief.

In our final episode of the year, Vassilis and Marc discuss the key insights from the Cantor 2025 Trends Report, focusing on sustainability, inclusion, population growth challenges, the evolution of retail media networks, and the importance of innovation.

They emphasize the need for authenticity in sustainability efforts, the business advantages of inclusivity, and the potential of retail media networks to leverage first-party data for targeted marketing. The conversation highlights the necessity for brands to adapt and innovate in a changing market landscape.

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 to 2025 Trends Report

01:24 - Sustainability in Marketing

04:39 - The Inclusion Imperative

09:19 - Population Growth Challenges

17:17 - Retail Media Networks Evolution

25:43 - Stretching the Limits of Innovation

Link to report: https://www.kantar.com/campaigns/marketing-trends

Join our hosts, Marc and Vassilis as they welcome back Elena Jasper from 'The Marketing Architects Podcast' and Conor Byrne from 'Now That's What I Call Marketing' to the "studio."

In this engaging year-end review, our hosts and guests dive into standout marketing campaigns, trends in influencer marketing, and the effectiveness of various targeting strategies. They highlight successful campaigns like Budweiser's Clydesdales return and Elf Beauty's bold marketing approach while debating the future of influencer marketing and the critical role of first-party data.

The conversation also explores broad targeting strategies, brand purpose vs. performance marketing, and the impact of diversity campaigns amidst cancel culture. Furthermore, they discuss the evolution of large language models (LLMs) and their marketing implications, alongside Jaguar's controversial rebranding strategy and its effect on brand loyalty. Wrapping up, they share predictions for 2025, focusing on emerging trends in media and marketing, the rise of AI in creative processes, and the importance of nuanced marketing strategies in a dynamic landscape.

This episode is packed with insights, predictions, and vibrant debates you won't want to miss!

Our Guests:

Elena Jasper:

VP of Marketing @ Marketing Architects and Podcast Host of The Marketing Architects

https://www.linkedin.com/in/elenajasper/

Conor Byrne:

https://www.linkedin.com/in/conorbyrne/

Senior Marketing Director and Podcast of 'Now That's What I Call Marketing'

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/⁠

Links:

Filipe Thomaz Report https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes-oxford-uni-professor-says-byron-sharp-and-ehrenberg-bass

This is a special episode of the Barber's Brief, where Marc and Vassilis celebrate their 100th episode of the Sleeping Barber Podcast, while still diving into the latest marketing and business news. A small twist to the marketing moment, where they spotlight the Podcast, its origin, vision and direction moving forward.

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

03:32 - US Black Friday Results

06:34 - Jaguar's Bold Rebranding

10:36 - Critique of Jaguar's Marketing Strategy

20:20 - DOJ Recommendations for Google. Sell Chrome!

27:24 - Marketing Moment: Our Podcast

In The News Links:

US Black Friday Spending In store & online rose by 3.4%

https://www.reuters.com/business/retail-consumer/black-friday-data-shows-us-shoppers-spent-108-bln-online-2024-11-30/

Jaguar releases a concept for its new EV model after a controversy over its rebranding — which didn't feature a car.

Link: https://www.businessinsider.com/jaguar-releases-concept-car-after-controversial-rebranding-campaign-woke-2024-12

Advertising Malpractice at Jaguar - Roger Martin

https://rogermartin.medium.com/strategy-branding-30fcb644ecc8

DOJ: Google must sell Chrome to end monopoly

Link: https://techcrunch.com/2024/11/20/doj-google-must-sell-chrome-to-end-monopoly/

Marketing may involve running campaigns, tracking pricing, or creating brands, but let’s face it—marketers spend a lot of time building decks. From pitching ideas and asking for funding to reporting results or outlining strategies, we rely on presentations to drive action. Yet, no idea gains traction if it isn’t understood. That’s why communication and presentation skills are essential.

In this episode, Nancy Duarte shares her insights on crafting persuasive presentations and mastering effective communication.

Enjoy the show!

Our Guest:

Nancy Duarte

https://www.linkedin.com/in/nancyduarte/

CEO & Principal @ Duarte, Inc. - Creative Services & Presentation Skills Training

Author of 6 books & contributor to numerous publications like HBR, NYT, Wall Street Journal, Wired

Her TED Talk - The Secret Structure of Great Talks has well over 3M views

A client list that looks like the S&P500 listing - Apple, Hubspot, Walmart, Salesforce, Visa, Workday etc

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/

Background Research & Literature:

Duarte, Inc. https://www.duarte.com/

TEDx The Secret Strucutre of Great Talks https://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks 

Books https://www.duarte.com/resources/books/

Create Slides People will Remember https://www.youtube.com/watch?v=OeV2fHEM4RI 

Timestamps:

0:00 - Intro to Nancy Duarte

3:35 - Nancy’s career path to Presentation Agency Owner

6:38 - A presentation that won an Academy Award   9:35 - The challenge with most presentations

12:40 - How to amplify the connection to your audience

15:22 - Building decks is different from persuasive communication

19:00 - The importance of unpacking visuals

20:35 - Slideshows vs. Slidedocs   

24:00 - Communication is evolving, PPT is just a tool  

26:55 - How data has changed presentations

29:55  - Design implications with data

33:19 - The structure of great talks

37:42 - Why objections can improve your presentations 

41:38 -  Poking holes before presenting

43:45 - The Duarte Method: Story, Visuals, Delivery & Empathy

47:19 - Presenters need to think more like a helicopter than a train

49:40 - The big Aha’s for great presentations

51:54 - Learning more about Nancy

55:21 - Post-pod with V and Marc

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 - Introduction

00:51 - Why Tide is shifting to social-first marketing for its latest NFL blitz.

03:47 - Spotify takes aim at YT with a new revenue-sharing platform for creators.

06:07 - Google to halt political ads in EU over new regulations.

10:07 - US Ad spend managed by agency holding companies.

14:15 - 2024 CeraVe's Super Bowl Stunt: A Humorous Take on Brand Awareness.

14:15 - Ad of the Week - VW, Think Small

In The News Links:

Title: Why Tide is shifting to social-first marketing for its latest NFL blitz - https://www.marketingdive.com/news/tide-tackles-NFL-marketing-campaign-social-creator-content/732597/

Google to halt political ads in EU over new regulations - https://searchengineland.com/google-halt-political-ads-eu-448336

US Ad Spend managed by agency-holding companies, Shane O’Leary - https://www.linkedin.com/posts/shane-o-leary-1660_sometimes-you-see-a-graph-or-piece-of-data-activity-7261356951370895360-BMSB

In this episode, we're excited to welcome back our returning guest, Roger Martin, and he's brought along two brilliant co-researchers/authors, Mimi Turner and Jann Martin Schwarz!

They’re here to share insights from the latest Promise to the Customer (PTTC) research by WARC and The B2B Institute. Last year, Roger joined us to discuss findings from a B2C dataset, but this time, it’s all about B2B.

So grab a seat, plug in your earbuds and join us as we dive into what really matters to business customers today—direct from the experts.

Our Guests

Roger Martin - https://www.linkedin.com/in/roger-martin-9916911a9/

Mimi Turner - https://www.linkedin.com/in/mimi-turner/

Jann Martin Schwarz - https://www.linkedin.com/in/janns/

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

0:57 - Introduction to Mimi, Jann & Roger

3:05 - How LinkedIn is shaping the understanding of B2B marketing

5:00 - Defining & examples of a promise to the customer (PTTC) 

8:40 - Linking PTTC to strategy

10:53 - Why PTTC matters 

14:40 - PTTC isn’t just for big brands

18:47 - The link between PTTC and a winning aspiration in business strategy

20:39 - Why PTTC can help brands differentiate

24:08 - PTTC examples with Sage ERP B2B SaaS 

26:20 - how PTTC can improve ad creative

27:55 - Why PTTC works

32:50 - PTTC is more than an ad campaign

35:14 - Aligning sales & marketing to simplify the buyer’s experience 

38:43 - PTTC impact on ABM & targeting 

41:52 - Customer promises make the customer-company relationship tangible 

44:20 - Business isn’t personal? 

46:20 - The real job of B2B marketers 

50:17 - How you know when you’ve got a brand

51:40 - The importance of knowing a brands before buying

54:58 - Brands are like blame insurance in decision making  

57:20 - Roger: the most striking finding from this research

1:00:45 - Jann: the most striking finding from this research

1:03:55 - Mimi: the most striking finding from this research

1:05:41 - how P&G used PTTC to evaluate campaigns

1:10:08 - Post-pod with V, Marc & MIMI!

Links & References

The B2B Institute - https://business.linkedin.com/marketing-solutions/b2b-institute

Making a Promise to the Business Customer - https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-business-customer

Full Research Library - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research?selectedFilter=all-categories

The Product Delusion - https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends/the-product-delusion

Roger Martin

Website https://rogerlmartin.com

Medium https://rogermartin.medium.com/

SBP - PTTC 2023 episode with Roger https://podcasts.apple.com/ca/podcast/sbp-040-making-a-promise-to-the-customer-with-roger-martin/id1609811324?i=1000631039119

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 - Introduction

01:25 - Is influencer marketing right for you?

04:24 - lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection.

08:18 - Moo Deng will Die. Your brand needs to be immortal.

12:08 - ChatGPT search officially launches

18:26 - The Marketing Moment: Heinz Ketchup, It has to be Heinz.

25:21 - Ad of the Week - Apple, Write Smarter.

In The News Links:

Is influencer marketing right for you?

Dr. Grace Kite https://www.linkedin.com/posts/magic-numbers-co_is-influencer-marketing-right-for-you-the-activity-7254761570923069441-iknX

YouGov findings: https://business.yougov.com/content/50275-from-kitchen-to-closet-nearly-three-in-five-users-find-fashion-and-food-influencer-advice-helpful

lululemon and Fanatics Partner with NHL® to Launch New Premium Fan Apparel Collection

Source: https://corporate.lululemon.com/media/our-stories/2024/lululemon-and-fanatics-partner-with-nhl

Moo Deng will Die. Your brand needs to be immortal

Andrew Tindall on The Drum

Source: https://www.thedrum.com/opinion/2024/10/24/moo-deng-will-die-your-brand-needs-be-immortal

ChatGPT search officially launches

Source: Techcrunch

Link: https://searchengineland.com/chatgpt-search-officially-launches-447919

The Marketing Moment:

Heinz Ketchup: It has to be Heinz

WARC Cannes Creative Lions Grand Prix, Creative Effectiveness Lions

Agency - Rethink Canada

https://info.canneslions.com/the-official-cannes-lions-2024-wrap-up-report/creative-impact

Ad Of The Week:

Title: Write Smarter

Advertiser: Apple

Link: https://youtu.be/3m0MoYKwVTM?list=TLGGnLWpSYG3DtwwNTExMjAyNA

The latest Apple ad, ‘Write Smarter,’ follows an office worker using the tech giant's Intelligence system on his iPhone 16 Pro to refine his usually casual emails into polished, professional messages, much to the surprise of his boss, who seems a bit perplexed by the sudden shift in tone.

Welcome to another episode of the Sleeping Barber Podcast!

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.

Adweek 2024 Key Learnings:

Welcome to another episode of the Sleeping Barber Podcast!

Our Guest:

Timestamps:

0:57 - Intro to Omar

1:47 - About LumiQ

4:50 - Target Canada - Why they Failed

6:22 - What is a capital budget & how does it affect the 4Ps

8:11 - The danger of putting strategy before execution of the 4Ps 

10:33 - Big M marketing is different from advertising

12:35 - The value including marketers CMO in Capital budget planning

16:01 - Why No Amount of Budget could have created demand for Target Canada

20:09 - How to justify marketing budgets to accounting

21:45 - Predicting the future vs. Reporting on the past

25:50 - Marketing and accounting education

30:05 - Do we understand what return means? 

32:30 - How accountants see brand

34:58 - Goodwill & Settting Expectations

39:22 - A process to improve budgeting

41:08 - Understanding the roles of Finance & Accounting 

43:55 - Avoiding WAGs (Wild Ass Guesses)

48:12 - Justifiing ROI: Time is on your side

52:00 - Three tips for marketers to improve financial acumen

58:45 - Post Pod with V and Marc