Sleeping Barber - A Marketing Podcast

Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various crit...

Have we come full circle? The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many to...

Intent-based marketing is a highly versatile tactic that often falls under the umbrella of performance marketing, but is frequently overlooked by marketers. On this episode, Marc and Vassilis provide a comprehensive overview of intent-based marketing, discussing various aspects such as the tools and technologies employed to implement it, the data sources that underpin it, and the best practices fo...

On this edition of the Sleeping Barber podcast, we have the pleasure of hosting Carol Shmygol. She joins us to share her knowledge and experience gained over 35 years in marketing, working across agency and client roles. Our conversation covers a range of thought-provoking topics, such as marketing fundamentals' relevance, culture's impact on brand building, and the value of marketing research. So...

This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and...

In this week's episode, we are thrilled to welcome Tom Roach, the VP of Strategy at JellyFish, a marketing performance company. During our conversation with Tom, we'll explore a wide range of themes that are top of mind for marketers in today's rapidly evolving landscape. We delve into some thought-provoking questions frequently on marketers' minds, such as the value of advertising, the importance...

We are thrilled to have Dr. Hermann Simon return to our show. Dr. Simon has just published his newest book, "Beating Inflation: An Agile, Concrete, and Effective Corporate Guide." During our discussion, we explore various topics and tactics that organizations use to navigate these uncertain times. We delve into the significance of marketing and sales departments and, most importantly, how to keep...

In this episode, we're joined by Mary Kyriakidi, a Global Thought Leader at Kantar and a long-time friend of the show. We delve into her modern marketing dilemmas series and explore multiple topics. The three triggers of equity, experience, and activation, the role of meaning, difference, and salience in marketing and the importance of designing engaging experiences. It was a great conversation, a...

Happy New Year, everyone!  We are back with season 2 of the Sleeping Barber Podcast, and we are starting off with a bang! For our first episode of 2023, we welcome Andrea Belk Olson, CEO of Pragmadik, speaker, customer-centricity expert and author of What to Ask: Finding out what Your customers want and why it matters. We discuss why organizations struggle with being truly customer-centric, the 3W...

As the curtain falls on the first season of the Sleeping Barber Podcast, Marc and Vassilis reflect on the many conversations with their guests over the year and highlight their key “uh huh” moments. This is a shorter podcast (by our standards), so sit back and enjoy this conversation with a cup of egg nog beside a crackling fire. Seasons greetings to all our listeners! We are looking forward to 20...

Episode 19 is here, and it's a good one!  We host Tom Goodwin, an advertising and media provocateur, speaker, and consultant. He is the author of the book Digital Darwinism which is now in its second edition. He answers our questions regarding marketing trends lists, why they don't change much over time, what is simply noise, and we even get into elements of his book.   This is a thought...

On this week's episode of the Sleeping Barber Podcast, we are excited to welcome Prof. Hermann Simon to the show. Prof. Simon is a bestselling author of more than 40 books and is a leading authority in pricing. His accolades include being inducted into the Thinkers50 Hall of Fame and having a Chinese business school named after him in Shouguang.  We had the pleasure of discussing various...

On this week's episode of the Sleeping Barber Podcast, we are delighted to have on the show two fantastic guests. Jon Evans, Chief Marketing Officer and 'Uncensored CMO' at System1 Group and Orlando Wood, Chief Innovation Officer at System 1 Group. We discuss the theory and practice of effective ads, the impact digital has had on advertising effectiveness while also spending time understandin...

In this episode of the Sleeping Barber Podcast, we speak with Sandeep Dayal, author of Branding Between the ears, to discuss how marketers can use cognitive science to build lasting consumer connections. We also dive into the topics of brand purpose, elements of cognitive brands, and saganaki! Enjoy the show. ____________ Our Guest: Follow Sandeep Dayal on LinkedIn: https://www.linkedin.com/in/san...

Budget planning.  These two words can bring back nightmares for many marketers. A daunting task that pins marketers against finance departments in a game of chicken to see who blinks first. We know how difficult this process can be, so we called an expert to help us.  In this week's show, Dr. Grace Kite, Founder and economist, joins us from Magic Numbers to discuss budget planning, chann...

Marketing. It's meant to be at the core of every business, bridging the gap between product and customer. In this episode of the sleeping barber podcast, our hosts Marc Binkley and Vassilis Douros debate if our discipline is at a crossroads. They discuss a myriad of topics covering the lack of identity of our discipline, CMO tenure, and even misguided marketing perspectives. This episode will leav...

After a small summer break, we are back to kick off the year's second half with a great guest lineup. In this week's episode, we welcome Jennifer Riel, Partner and Head of Strategy at IDEO, and co-author of Creating Great Choices. We discuss the similarities between Design Thinking and Integrative Thinking and when to use each model. We also touch on the importance of decoupling ideas from the per...

In this week's show, we welcome Dr. Nicole Hartnett, Senior Marketing Scientist from the Ehrenberg-Bass Institute for Marketing Science . We discuss the laws of marketing, what happens to brands when you stop advertising, how to build strong brands on distinctive assets, and even spend time discussing loyalty myths. Nicole shares a lot of insights that we know you will find valuable! Enjoy the sho...

On this edition of the Sleeping Barber podcast, we welcome Jon Mowat, award-winning content creator and video strategy expert. Initially working as a director at the BBC, he now turns his expertise to helping businesses achieve their objectives through engaging and powerful video campaigns as managing director of Hurricane Media - one of the UK's leading video marketing agencies.  Author of t...

The Sleeping Barber podcast welcomes Graham Staplehurst, Director of Thought Leadership at BrandZ Kantar, and Jorge Alagon, Global Head of Data Science Innovations at Kantar. On this episode, we discuss the 2022 Global Brandz Report and decouple the 'Meaningful Difference Framework.' We also discuss what it means for brands to be salient, meaningful, and different, as well as how they can use the...

In this episode of the Sleeping Barber, we welcome to the show Ty Heath, Director, Market Engagement at the B2B Institute at LinkedIn, where we discuss the contrarian matrix, the future cash flow model, the importance of content and emotion in B2B marketing and so much more.   While the focus of the discussion revolves around B2B, Ty shares a lot of great information that can apply to B2C as...

The importance of 'brand' cannot be understated, while at the same time, the most significant barrier for marketers is budget. But what if we would tell you that you can build a brand with a small budget? In this episode of the Sleeping Barber, we welcome Faisal Sidiqqui and Ian Barnard to discuss their marketing guide on building a big brand on a small budget. It's a conversation that you won't w...

We welcome to the show Dan White, author of two books, 'The Smart Marketing Book' and 'The Soft Skills Book.' We discuss our careers and how we've adapted throughout the years while also covering the importance of soft skills that can make you a successful marketer. We finish off our conversation by bestowing advice to our younger selves. We hope you enjoy this episode! ____________ Our guest: Fol...

Episode 6 is here and it's a special one for us. In this episode of the Sleeping Barber Podcast, we welcome back Roger Martin and discuss his latest book 'A New Way to Think.' We cover many topics like cumulative advantage, understanding human behavior, while discussing frameworks that can help build organizations that thrive. We are really excited about this episode, and we think you will really...

Often, marketers are more likely to align with an organization's sales team; however, should they not be spending more time with another critical business unit, finance?  We welcome to the show Dave Bunce, CEO of Morphio, to discuss the language barrier between marketers and the accounting/finance departments. Dave's unique background in finance, operations and technology allows him to combine his...