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

01:04 - Google Found Guilty of Illegal Ad Tech Monopoly

03:55 - Amount of Money Being Spent on Digital ad Spending for the Election

08:14 - ChatGPT Enhances User Experience with Shopping, WhatsApp Integration, and Improved Citations

12:12 - Video marketing spend up 20% last year as advertisers shift focus

18:18 - Marketing Moment - Should Meta Divest Instagram and WhatsApp?

23:12 - Ad of the week: Goodnights - Mission Dry

25:35 - Coming up next week.

In The News Links:

Google Found Guilty of Illegal Ad Tech Monopoly

Link: https://www.searchenginejournal.com/google-found-guilty-of-illegal-ad-tech-monopoly-in-court-ruling/544795/

Historic Amount of Money Being Spent on Digital ad Spending for the Election

Link: https://www.ctvnews.ca/kitchener/article/historic-amount-of-money-being-spent-on-digital-ad-spending-for-election-says-kitchener-ont-firm/

ChatGPT Enhances User Experience with Shopping, WhatsApp Integration, and Improved Citations

Link: https://www.searchenginejournal.com/chatgpt-adds-shopping-whatsapp-search-improved-citations/545525/

Video marketing spend up 20% last year as advertisers shift focus

Link: https://www.marketingweek.com/video-marketing-spend-advertisers-shift-focus/

The Marketing Moment:

Should Meta Divest Instagram and WhatsApp?

Author: Prof. dr. Koen Pauwels

Link: https://www.linkedin.com/pulse/should-meta-divest-instagram-whatsapp-prof-dr-koen-pauwels-kj07e/

Ad Of The Week:

Goodnights - Mission Dry

https://youtu.be/ucPDfeLmJEY?si=_HrJrW2Nzfh3JgGP

In this episode of The Sleeping Barber, Charlotte Blank, US CMO of Jaguar Land Rover, shares how the brand balances heritage with modern luxury. She explores the power of creative advertising, the role of psychological research in understanding consumers, and how marketing science supports strategic decisions. The conversation also dives into the Jaguar rebrand, the success of the Range Rover Sport campaign with Theo James, and the need for evidence-based, data-driven marketing to justify spend and deliver a seamless customer experience.

Enjoy the show!

Our Guest

Charlotte Blank

US CMO at Jaguar Land Rover North America

Member Board of Trustees, Advertising Research Foundation (ARF)

Advisory Board Member, Penn Master of Behavioural and Decision Sciences

Harvard, MBA

https://www.linkedin.com/in/charlotte-blank/

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 Jaguar Land Rover's Marketing Strategy

02:58 Balancing Heritage and Modern Luxury

06:08 The Role of Marketing Science in Decision Making

08:58 Charlotte Blank's Unique Career Path

12:06 Behavioural Science and Marketing Insights

14:53 Understanding Consumer Behaviour Through Psychological Research

17:59 The Impact of Creative Effectiveness on Brand Growth

21:10 The Range Rover Sport Campaign with Theo James

23:55 Adapting Marketing Strategies for Different Markets

26:58 Evidence-Based Marketing and Its Impact on Performance

34:36 The Importance of Creative Advertising

36:11 The Jaguar Rebrand: A Bold Move

42:11 Understanding Consumer Psychology

48:01 Marketing Challenges and Solutions

51:25 Final Thoughts and Insights

Background Research & Links:

TEDx - Lead like a Scientist https://www.ted.com/talks/charlotte_blank_lead_like_a_scientist_experiments_are_key_to_unleashing_potential?

Sell Luxury without a product https://www.cmswire.com/digital-marketing/cmos-can-you-sell-luxury-without-a-product-jaguars-doing-it/

Copy Nothing https://www.youtube.com/watch?v=rLtFIrqhfng&t=1s

Range Rover - Theo James https://www.youtube.com/watch?v=kwma55CDO9U

Best Q3 Ever https://www.automotiveworld.com/news-releases/jlr-delivers-robust-q3-financial-performance-with-best-q3-revenue-on-record/

Pause Exports to US https://www.reuters.com/business/autos-transportation/uks-jaguar-land-rover-pause-shipments-us-over-tariffs-times-says-2025-04-05/

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

01:28- Consumer Behaviour Insights from Amazon

04:33 - Digital Marketing and Incrementality Challenges

08:36 - NBA Viewership and Streaming Trends

12:56 - Liquid Death's Strategic Market Exit

17:16 - Peloton's Business Model Evolution

22:26 - Puma's Bold Campaign Launch

24:27 - Upcoming Episode Preview with Jaguar Land Rover CMO

In this episode of The Sleeping Barber Podcast, hosts Mark Binkley and Vasilis Douros are joined once again by Mary Kirikiri, global thought leader at Kantar. They explore insights from Mary’s CMO series, diving into future power, meaningful difference, and pricing strategy. The conversation covers how brand equity drives growth, the link between pricing power and perceived value, and why evidence-based marketing is essential for long-term success. From brand salience to pricing elasticity, this episode unpacks the tools marketers need to influence both consumers and the boardroom.

Our Guest:

Mary Kyriakidi

Global Thought Leader @ Kantar

https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/

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 the Podcast and Guest

01:40 Inspiration Behind the CMO Series

04:24 Mary's Journey to Global Thought Leader

05:26 Kantar's Research Focus and Paradigm Shift

09:36 Understanding Future Power and Meaningful Difference

12:01 The Drivers of Future Power

15:00 Mental vs. Physical Availability in Branding

18:01 Accelerators for Growth in Branding

22:04 Finding New Space for Brands

24:20 The Link Between Pricing and Brand Strength

24:50 Understanding Pricing Power and Elasticity

27:40 The Importance of Brand Positioning

29:02 Willingness to Pay and Perceived Differences

32:12 Aligning Brand Value with Pricing Strategy

35:01 Influencing Budget Decisions in Marketing

39:11 The Role of Brand Trackers in Marketing Strategy

Background Research & Links:

Blueprint for Brand Growth: https://www.kantar.com/campaigns/blueprint-for-brand-growth?

Some links to the diary are below:

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-what-is-the-blueprint-for-brand-growth

https://www.kantar.com/inspiration/brands/how-can-you-approach-the-cfo-to-argue-for-greater-investment-in-your-brand

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-i-am-a-small-brand-with-big-dreams-how-can-i-grow-faster

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-is-your-categorys-ceiling-coming-down-on-you

https://www.kantar.com/inspiration/brands/Diary-of-a-CMO-How-can-I-protect-my-brand-against-copycats

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-the-secret-recipe-to-combat-private-label

https://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-marketings-contribution-to-profit

https://www.kantar.com/north-america/expertise/brand-growth/brand-tracking

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

01:04 - Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data Practice

03:55 - VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion Industry

08:14 - The Next Wave of Search: AI Mode, Deep Research, and Beyond

18:18 - Marketing Moment - Fragment Forward: Five Key Trends Shaping 2025

23:12 - Ad of the week: Fiverr - Nobody Cares a 1:20 Musical

25:35 - Coming up next week.

In The News Links:

Transparency, Compliancy, and Adaptability: The Three Pillars of a Strong Data Practice

Link: https://lbbonline.com/news/transparency-compliancy-and-adaptability-the-three-pillars-of-a-strong-data-practice

VCs Wake Up To Vibe Marketing: AI Reshaping The $250 Billion Industry

Link:https://www.forbes.com/sites/josipamajic/2025/03/24/vcs-wake-up-to-vibe-marketing-ai-reshaping-the-250-billion-industry/aos/

The Next Wave of Search: AI Mode, Deep Research, and Beyond

Link: https://searchengineland.com/search-ai-mode-deep-research-453744

CEO Study on Marketing & the CMO

https://www.forbes.com/sites/rogerdooley/2025/03/24/new-cmo-study-ceo-trust-rises-but-strategic-influence-drops/

The Marketing Moment:

Epitaph Group Unveils Thought-Provoking Stunt to Drive Change Within the Media Industry

Link: https://lbbonline.com/news/epitaph-group-unveils-thought-provoking-stunt-to-drive-change-within-the-media-industry

Ad Of The Week:

Oatly Creamers presents Fancy Parking Lot Coffee.

https://www.youtube.com/watch?v=HirRb7gD8ys&t=2s

In our latest episode of The Sleeping Barber Podcast, we welcome Jeremy Miller, President of Sticky Branding.

Jeremey breaks down revenue gaps and shows how businesses can turn them into opportunities for growth. He introduces the slingshot strategy for rapid acceleration in uncertain times, emphasizing market validation and customer needs.

We also discuss the Play to Win framework, the dangers of rebranding without a strong foundation, and why real marketing goes beyond advertising.

If you’re looking for actionable insights on branding, strategy, and sustainable growth, this one’s for you!

Our Guest

President of Sticky Branding - Brand Consulting Firm with offices in Toronto, Rochester & Cape Town

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

≠Author of Sticky Branding https://www.amazon.com/dp/1989025889/ref=tsm_1_fb_lk

And Brand New Name https://www.amazon.com/dp/1989025609/ref=tsm_1_fb_lk

Follow our Updates

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 Revenue Gaps

03:10 - Understanding Revenue Gaps

06:10 - The Slingshot Strategy Explained

08:51 - Market Validation and Sales Sprints

12:03 - Adapting Products and Services

14:53 - The Role of Marketing in Revenue Gaps

18:02 - Building Capabilities for Growth

21:09 - Case Studies: Success Stories

24:09 - Challenges in Market Pivoting

26:53 - The Importance of Customer Intimacy

29:52 - Conclusion and Key Takeaways

42:56 - Understanding the 3% Rule in Marketing

45:11 - The Importance of Brand Relationships

46:24 - Navigating Market Competition and White Space

48:39 - The Role of Brand Accelerators

49:31 - Rebranding: Risks and Strategies

52:47 - Creating Competitive Advantages through Branding

56:46 - The Evolution of Brand Strategy

01:01 - Post pod with Marc and V

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

01:07 - Pepsi buys Poppi Prebiotic soda for $1.95B

03:15 - The Death of Attention Economy

11:10 - Appealing to Canadian Pride in Ads is a Delicate Dance

13:50 - The Future of Retail Media Networks

16:40 - Marketing Moment - IPA on Making Effectiveness Work

22:50 - Ad of the week: Lewis Hamilton recreates Ferrari scene from Ferris Bueller’s Day Off

25:03 - Coming up next week.

In The News Links:

Pepsi buys Poppi Prebiotic soda for $1.95B

https://www.cbc.ca/news/business/pepsico-poppi-prebiotic-soda-deal-1.7485690

The Death of the Attention Economy

https://www.linkedin.com/posts/rabbott3_the-biggest-lie-in-marketing-that-brand-activity-7306409193912115200-4NdS/?utm_medium=ios_app&rcm=ACoAAARF80ABNFBSYHcGw43pb1pcTsFzZIHvvIY

Tariff’s Impact: Globe & Mail A soup company’s discovery: appealing to Canadian pride in ads is a delicate dance https://apple.news/ATRyWE3a8REeETF05ELGGDg

The Future of Retail Media Networks

https://www.marketingdive.com/news/the-future-retail-media-networks-heres-what-the-numbers-say/742455/

The Marketing Moment:

Free Report from IPA on Making Effectiveness Work - October 2024 - https://ipa.co.uk/knowledge/publications-reports/making-effectiveness-work

Ad of the week

Lewis Hamilton recreates Ferrari scene from Ferris Bueller’s Day Off

https://www.youtube.com/watch?v=Ra9J0TES0DA&t=6s

In the spot to mark his highly-publicized move from Mercedes to Ferrari, the driver adopts the character of the garage employee who takes Bueller’s Ferrari for a joyride through the streets of Chicago.

The spot features Hamilton's favourite Ferrari 250 GT California Spyder car.

In this episode of The Sleeping Barber Podcast, we sit down with Paul Dervan, Head of Brand Marketing at Miro and author of Run With Foxes, to explore the evolving world of marketing in the age of AI. Paul shares his insights on evidence-based marketing, learning from failures, and the challenges of navigating marketing metrics effectively.

We dive into the shifting landscape of marketing communications, the role of customer insights, and how brands can use micro-segmentation and category entry points to refine their strategies. The conversation also unpacks AI’s transformative impact on creative processes, the future of AI-driven marketing teams, and the growing need for AI literacy in the workplace.

Join us as we discuss the intersection of AI, marketing, and storytelling—where technology enhances creativity, but the human touch remains irreplaceable.

Our Guest

Paul Dervan - Head of Brand Marketing @ Miro

Author of Run With Foxes: Make Better Marketing Decisions

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

https://www.amazon.ca/Run-Foxes-Better-Marketing-Decisions/dp/085719772X

Miro: The Innovation Workspace https://www.youtube.com/watch?v=pqaSH1Ibw-g

Monster Problem? Solve Anything, Together https://www.youtube.com/watch?v=shy3tqvHb4g

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

Chapters

00:00 Introduction to the Podcast and Guest

02:49 The Importance of Distinctive Assets in Branding

05:58 Paul's Journey to Evidence-Based Marketing

08:59 Mistakes in Marketing and Learning from Them

12:02 Navigating Marketing Metrics and Decision-Making

14:52 Leading Brands in an AI World

17:59 Miro's Evolution as a Collaboration Tool

28:05 Navigating Change in Marketing Communications

29:50 Understanding Customer Insights for Effective Marketing

31:52 Micro Segmentation vs. Category Entry Points

35:02 The Role of Category Entry Points in Marketing Strategy

40:25 AI's Impact on Creative Processes

50:17 The Future of AI Agents in Marketing

01:03:25 The Evolution of Podcasting and AI

01:06:45 Democratization of Content Creation

01:08:35 Understanding Marketing Metrics and AI

01:10:38 AI Literacy and Competitive Advantage

01:12:33 Integrating AI into Business Workflows

01:15:35 The Role of AI in Creative Processes

01:17:04 Category Entry Points in Marketing

01:20:22 The Future of Segmentation and Targeting

01:23:06 Human Element in Storytelling and AI

01:26:51 Closing Thoughts on AI and Marketing

Background Research & Links:

https://claude.ai/

https://elevenlabs.io/

https://www.make.com/en

https://relevanceai.com/

https://www.perplexity.ai/

https://notebooklm.google/

https://www.lipdub.ai/pricing-page

https://getimg.ai/

https://openai.com/index/sora/

https://runwayml.com/