In this conversation, Marc Binkley and Vassilis discuss insights from their chat with Bob Park, focusing on brand management, the importance of data in marketing, and the evolving landscape of AI. They explore how to manage multiple brands effectively, the distinction between good and bad data, and the significance of sales as a key metric. The discussion also touches on the shift towards micro-moments in marketing and the future implications of AI in the industry.

Enjoy the show!

Our Guest:

Bob Park: https://www.linkedin.com/in/bob-park-geappliances/

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

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

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

Takeaways

• The weather can influence our mood and conversations.
• Managing multiple brands requires a nuanced understanding of market dynamics.
• Good data is essential for effective marketing strategies.
• Sales metrics should be the primary focus for marketers.
• The marketing landscape is shifting towards smaller, more frequent campaigns.
• AI is rapidly evolving and will impact marketing roles significantly.
• Understanding consumer behaviour is crucial for brand success.
• Data should guide decision-making, but clarity on what is being measured is vital.
• Collaboration across departments is essential for achieving sales goals.
• The future of marketing will involve adapting to new technologies and consumer expectations.

Chapters

• 00:00 Sunny Beginnings and Weather Talk
• 01:55 Insights from Bob Park: Managing Multiple Brands
• 05:18 Data Distinctions: Good vs. Bad
• 09:09 Sales as the Key Metric
• 12:42 The Shift to Smaller Campaigns
• 16:10 The Future of AI and Technology
• 18:05 Reflections on the Conversation

In this episode of the Sleeping Baber podcast, we engage with Bob Park, formerly the Chief Brand Officer at GE Appliances. We explore the evolving role of brand management, the importance of data-driven decision-making, and the challenges of balancing short-term and long-term marketing strategies. Bob shares insights from the Cannes Changemaker series, emphasizing the need for consumer-centric approaches and the integration of AI in marketing. Our conversation highlights the significance of building relationships within the C-suite and adapting to new media strategies in a rapidly changing landscape.

Our Guest:

• Bob Park: https://www.linkedin.com/in/bob-park-geappliances/

Follow our updates here: ⁠⁠

• https://www.linkedin.com/company/sleeping-barber/⁠⁠
• https://www.sleepingbarber.ca

Get in touch with our hosts:

• Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/
• Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Takeaways

• The Chief Brand Officer role focuses on a house of brands approach.
• Cannes Lions Festival provided valuable insights on marketing and technology.
• Being a changemaker is essential in brand management.
• Understanding consumer needs is key to effective marketing.
• Data-driven decision-making is crucial for success.
• There is a distinction between good and bad data.
• Key metrics should guide marketing strategies.
• Navigating data overload is a challenge for marketers.
• Media strategies must evolve with changing consumer behaviour.
• AI will play a significant role in the future of marketing.

Chapters

00:00 Introduction to the Sleeping Baba Podcast

01:03 The Role of Chief Brand Officer

03:03 Insights from the Cannes Changemaker Series

05:49 Applying Change Maker Philosophy to Brand Management

08:56 Data-Driven Decision Making in Marketing

11:50 Key Performance Indicators and Market Share

14:51 Navigating Short-Term vs Long-Term Marketing Strategies

17:57 The Evolution of Media Strategies

21:10 Adapting to the Digital Landscape

24:07 Building Relationships with the C-Suite

26:48 Justifying Marketing Investments

30:03 The Future of Marketing and AI

33:03 Conclusion and Closing Remarks

In this episode, hosts Vassilis Douros and Marc Binkley discuss things that caught there eye over the last couple of weeks including the evolution of the creator economy, challenges in retail media measurement, the impact of AI on video advertising, and the transformation of performance marketing. They also analyze Ribena's nostalgic marketing campaign, highlighting the emotional connections brands can create with consumers.

Enjoy the episode!

Follow our updates here: ⁠⁠

• https://www.linkedin.com/company/sleeping-barber/⁠⁠
• https://www.sleepingbarber.ca

Get in touch with our hosts:

• Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/
• Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Takeaways

• The creator economy is seeing significant mergers and acquisitions, indicating a shift towards formalization.
• Retail media networks are becoming increasingly fragmented, complicating measurement for advertisers.
• AI is revolutionizing video advertising, allowing smaller brands to compete with larger companies.
• Performance marketing needs to evolve from efficiency metrics to focus on consumer experience and connection.
• Brands should prioritize creating meaningful experiences over just measurable outcomes.
• The importance of breaking down silos between marketing teams to create cohesive consumer experiences.
• Measurement should go beyond last-click metrics to include engagement and journey quality.
• Ribena's campaign effectively taps into nostalgia, demonstrating the power of emotional connections in advertising.
• The rise of AI tools is making video production more accessible for smaller brands.
• Marketers need to rethink their strategies to adapt to changing consumer expectations and technological advancements.

Chapters

• 00:00 - Introduction
• 00:53 - The Evolving Creator Economy
• 04:29 - Retail Media Measurement Challenges
• 08:27 - AI's Impact on Video Advertising
• 12:19 - Innovative Marketing Strategies in Film
• 15:55 - The Intersection of Film and Marketing
• 17:12 - Evolving Performance Marketing to Experience Marketing
• 21:51 - Redefining Success in Marketing
• 25:24 - Nostalgia in Advertising: The Ribena Campaign

Links:

Creator Economy Mergers and Acquisitions Heating Up!

Link: https://www.businessinsider.com/creator-economy-mergers-acquisitions-heating-up-startups-private-equity-media-2025-7

Brands demand better retail media measurement; retailers say it's not that easy; brands spend more anyway – latest IAB data

Link: https://www.mi-3.com.au/16-07-2025/retail-media-partners-pile-brands-boost-investment-iab-report-pins-measurement-major

GenAI Is Coming for Your Commercials

Link: https://www.tvtechnology.com/news/nearly-90-percent-of-advertisers-will-use-gen-ai-to-build-video-ads-according-to-iab

Brad Pitt’s F1 Movie Marketing: Full-Throttle Strategy Breakdown

Link: https://www.brandvm.com/post/f1-movie-2025-marketing-strategy-brad-pitt

The Marketing Moment

Performance Marketing to Experience Engineering

Link: https://thecma.ca/topic/articles/2025/06/10/from-performance-marketing-to-experience-marketing--engineering-meaningful-consumer-connections