The Sleeping Barber Podcast

In case you missed it! We all love a good New Year’s resolution, right? But what if your marketing strategy could make a resolution that actually sticks? In this episode of The Sleeping Barber Podcast, Professor Byron Sharp shares his key marketing resolutions for 2025. From understanding consumer behaviour to debunking the myth of loyalty programs, he’s serving up a fresh, evidence-based take on what truly drives success. Tune in as the leading voice from the Ehrenberg-Bass Institute, challenges conventional marketing thinking and advocates for a more scientific approach. It’s time to trade in your marketing guesses for hard facts—because in 2025, it’s not about resolutions, it’s about results. Listen: Apple: https://lnkd.in/gqqWUMU6 Spotify: https://lnkd.in/gcHgQ8nC YouTube: https://lnkd.in/gZNgtAt6 Guest Bio Prof. Byron Sharp Professor of Marketing Science & Director of the Ehrenberg-Bass Institute the world's largest centre for marketing research Author of How Brands Grow I & II, Marketing: Theory, Evidence & Practice, 90+ Journal articles Timestamps 00:00 Introduction to Marketing Resolutions 02:53 Byron Sharp's Journey in Marketing Science 05:57 The Punk Rock Nature of Marketing Science 08:48 Consumer Behavior: The Weirdness of the Market 11:53 Rethinking Brand Loyalty and Customer Acquisition 15:10 The Importance of Mental Availability 18:00 Segmentation Strategies in Marketing 20:47 Assessing Metrics for Performance Tracking 38:42 Reassessing Metrics for Performance Measurement 41:25 Understanding Mental vs. Physical Availability 45:21 The Importance of Distinctive Brand Assets 47:12 Rethinking the Consumer Purchase Funnel 51:39 How Brands Go Live: A New Approach 56:54 Post-Pod with V & Marc Key Takeaways

"The way that you handle data and privacy is very much a part of your brand." - Amina Mattern" In case you missed it, a few weeks ago we released a great podcast discussing 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. This episode is packed with valuable information for marketers looking to navigate the complex world of digital ethics. Don't miss out on this great conversation. Time stamps: 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 policies 10:40 - Ethics and data privacy impact brand reputation 12:40 - How local consumer expectations affect ethics & policies 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 Links: Spotify: https://lnkd.in/gTQsqZbu Apple: https://lnkd.in/g-bbhazk Youtube: https://lnkd.in/gq4n6-kG Post Pod: https://lnkd.in/gmTqcsAx hashtag #marketingpodcast hashtag #podcast hashtag #businesspodcast hashtag #ethicsinmarketing hashtag #ethincinadvertising

Everyone is looking for data-driven decisions yet it’s rare that anyone asks if the data is valid. In this episode, we dig into this and explore how evidence can ironically lead to more intuitive and creative decisions. Links below. Guest Bio Prof. dr. Koen Pauwels Distinguished Professor of Marketing & Vice Dean of Research at Northeastern University Adjunct Professor @ Norwegian Business School Consultant to companies in multiple industries like Amazon, Microso ft, Unilever, Sony, Old Navy etc Author of 4 books and over 70 papers Awarded Best Paper for significant, long-term contribution to marketing in the Journal of Marketing Research Listen Here Youtube: https://lnkd.in/gUkuGR5V Apple Podcasts: https://lnkd.in/gSbRk_9N Spotify: https://lnkd.in/g6U57xw9 Timestamps 0:47 - Introduction to Prof. Pauwels 2:55 - How Prof. Pauwels got into marketing effectiveness 3:52 - The model + the manager is better than either individually 5:20 - The difference between marketers in the US vs Europe 7:22 - Marketing Effectiveness vs. Effeciency 9:20 - ROI is limiting if you’re a mid to large size company 11:54 - ROI is NOT an effectiveness metric 14:50 - Improving marketing ROI is a team sport 16:05 - Looking for evidence where the light shines 17:37 - When Facebook Likes isn’t an objective 22:22 - Reach is a proxy metric 25:19 - The two big mistakes marketers consistently make 30:45 - Marketing theory: what still matters and what doesnt 35:43 - How does advertising actually work 38:30 - The common response to how sales volume respond to discount 41:27 - A checklist to quickly increase sales 45:40 - Reference pricing 48:30 - How do we get from here to there? 54:29 - Find out more about Prof. Pauwels 56:30 - Post-pod with V and Marc References:  Long-Term effects of Advertising https://lnkd.in/g2VNzfHs Prof. Pauwels' Published Papers https://lnkd.in/gA_3TvGK Price Sensitivity: https://lnkd.in/gvpf5yGD It’s not the size of the data, it’s how you use it https://lnkd.in/gSmHaCrk Empirical generalizations https://lnkd.in/g5geR6M9 

In case you missed it, our latest episode is out! Marc Binkley and Vassilis K. Douros welcome Dr. Ella Ward, Senior Marketing Scientist from the Ehrenberg-Bass Institute to discuss the secrets behind effective visual brand identity. Dr. Ella Ward shares her expertise on the importance of visual brand identity, the difference between being data-driven and evidence-based, how to create cohesive brand packaging and so much more! This is a great episode, that we know you'll love. Where to listen: Apple Podcasts: https://lnkd.in/gBcuYi_i Spotify: https://lnkd.in/gf9v3inx YouTube: https://lnkd.in/gTMZmDkv Timestamps: 0:00 - Podcast Introduction 0:50 - Introduction to Ella 3:31 - Path to becoming a Marketing Scientist @ Ehrenberg-Bass Institute 4:28 - Ella’s areas of research 5:23 - Visual cohesion across the brand portfolio 6:40 - The scientific revolution happening in marketing 8:39 - Marketing science matters because the real world is a very weird place 10:33 - Data-driven vs. Evidence-based marketing 13:05 - Using science to lead change 16:40 - Bloodletting & changing paradigms 18:30 - The difference between brand books and Distinctive Brand Assets (DBA) 20:44 - Making brands available & linking brands to memory 23:22 - Brand management isn’t about policing, it should be fun 26:45 - Rebranding? Know what assets trigger the brand 29:20 - How effective are your DBAs at triggering memory 30:52 - Why characters are more memorable than other types of distinctive assets 34:20 - Rebranding? know the strength of your distinctive assets 36:15 - Adding to your distinctive asset pallet - Ikea voiceover 39:10 - Hagen-Dazs Case Study 39:40 - Package colours used to signal variety aren’t often effective 43:17 - The danger of using colour to signal a variety 45:38 - Prioritize your branding over colour signalling 49:43 - Decreasing product packaging types to improve advertising efficiency 51:00 - Cohesive branding improves the bottom line 53:17 - Differentiation v. Distinctiveness in product packaging 58:25 - Packaging Services 1:01:45 - Post-pod with V and Marc

We are back with our latest episode! Dive into the world of creative advertising with Andrew Tindall, SVP of Global Partnerships at System1! Discover why creativity is crucial in marketing, the pitfalls of AI-generated content, and how to craft effective ads. He also talks to us about his time on "The Apprentice" and his journey from medicine to marketing! Quote of the interview: "Entertain for commercial gain." Don't miss this great episode! Timestamps: 0:00 - Opening 1:00 - Introduction to Andrew Tindall 3:00 - Andrew’s background and career journey 8:00 - The importance of creativity in advertising 12:00 - The problem with AI-generated creative 16:00 - Three elements of effective ads 20:00 - Why dull ads are the biggest risk to your business 25:00 - The role of strategy in creative effectiveness 30:00 - The impact of business strategy on marketing 35:00 - The importance of pretesting ads 40:00 - The future of creative advertising 45:00 - Closing thoughts 50:00 - Post-pod discussion Links: Youtube: https://lnkd.in/gxdpvzHD Apple: https://lnkd.in/gGWsN8TP  Spotify: https://lnkd.in/guShXUJC Post-Pod: https://lnkd.in/gZUB7xMj #MarketingStrategy #CreativeAdvertising #MarketingPodcast #Podcast