Sleeping Barber - A Marketing Podcast

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: 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/⁠ In the News: Unilever promotes internally to appoint new top marketer. Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/ What B2Bs Need to Know About Their Buyers. Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers Nestle promises an across-the-board increase in marketing spend. Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/ Synthetic data is suddenly making very real ripples - Mark Ritson Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/ Amazon upgrades ad suite with new data clean room, AI image generator Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/ Unilever thinks purpose is pointless for some brands Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/ The Marketing Moment: ZGM: AB is Calling Background In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer. Challenges Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities. Strategy Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province. Lead with The Cost of Living targeting Toronto & Vancouver Execution Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper Results AB had the biggest positive net migration from other provinces Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951. Ad of the Week The King & The Viking - Beats by Dre The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game. In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah. AD Link: https://youtu.be/EuUXiJW2HjY © 2023 Sleeping Barber

Right on time for the final sprint! Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in. This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period. Enjoy the show. Our Guest Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/ Touché!: https://www.touchemedia.com/en/ Our Hosts: 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/⁠ Podcast Literature: Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/ Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/ Timestamps 0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group 3:12 - Q4 has become more of a marathon than the sprint it used to be 4:10 - Shopping habits of consumers 6:45 - How media consumption habits are affecting media buyers 7:56 - Applying viewer attention to ad platform impressions 9:16 - The impact of viewer attention on the measurement of long v. short term activations 11:03 - Pandemic and Inflationary affects on consumer shopping behaviour 13:55 - SportChek case study 16:50 - AI-based tech to build ad creative and increase speed to market 18:30 - Ad units to leverage in Q4 19:52 - The growing opportunity with Retail Media Networks (RMNs) 23:24 - How media buyers can integrate RMNs with brand s 25:05 - Splitting media budget between brand with activation ads in Q4 26:15 - Advice for winning Q4 28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media 30:53 - Audio placements: radio and podcast opportunities 32:22 - Media Mix Modeling and optimization of media spend 34:00 - The rule of thumb for splitting budget between media and creative 35:07 - Balancing reach with personalization 36:30 - Reaching loyal versus light customers 38:20 - Tips for small and medium-sized businesses 40:10 - Setting budgets for the holiday season & the Markov curve 42:44 - How to maximize ROI during the cyber 5 44:41 - Should companies hide online products to steer people into a store? 48:22 - Why retailers shouldn’t force customers into a sales channel 50:37 - Marketing metrics to focus on 54:04 - Why measurement is a big challenge 55:43 - Incrementality is the game, not ROAS or ROI 58:14 - Things to avoid in Q4 59:40 - Post-pod with V and Marc Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts 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/⁠ In the News: Eddie Bauer Changed its logo because Gen Z doesn’t read cursive: https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose Source: Fast Company ‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting. https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/ Source: Marketing Week Marketing enters its Taylor Swift era: Here’s what the numbers say! https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/ Source: Marketing Dive AD Platforms are Dropping New Toys for the Holidays https://marketingnewscanada.com/news/new-toys-from-meta-pinterest Source: Marketing News Canada Canadian Survey of Consumer Expectations—Third Quarter of 2023 https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/ Source: Bank of Canada Ads don’t wear out, Only marketers do https://www.marketingweek.com/consumers-tired-ads-marketers/ Source: Marketing Week The Marketing Moment Sprite: Heat Happens, Stay Cool. Literature links: Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat Ogilvy: https://www.ogilvy.com/work/heat-happens Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5 Ad of the Week Cadbury - Garage https://www.youtube.com/watch?v=JHEJfRnWyBM © 2023 Sleeping Barber

Roger Martin, a renowned business and marketing expert, discusses the importance of making promises to customers in this podcast. They explore the relationship between branding and customer promises, the effectiveness of promise-based advertising campaigns, and the significance of delivering on promises. They also share examples from companies like Amazon Prime and Snickers to illustrate the impact of promises on business success and differentiation. Overall, this episode provides valuable insights into creating valuable promises and unifying organizations around customer-centric strategies.

Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners. We hope that you enjoy it! Our Hosts 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/⁠ In the News: Lululemon & Peloton Deal: https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800 Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation: https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Only one in five CMO-CFO relationships are truly collaborative: https://www.marketingweek.com/cmo-council-cfo-relationship/ The New Coke Y3000: https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html Microsoft debuts a platform to help retailers launch and scale an ad business: https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/ Hornets launch jersey-patch deal with influencer MrBeast: https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast Our Marketing Moment How Lidl uses excess share of voice to boost sales & market share: https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s Ad of the Week IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment. This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more. This is a very polarizing episode we hope you enjoy! Our Guest Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/ Hire Value Inc: https://hirevalueinc.com/ Our Hosts 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/⁠ Podcast Literature: HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace SHRM - Most people never complete job applications: https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx Social media has reinvented the way Gen Z finds jobs: https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs Timestamps 0:44 - Intro to Shelley 2:56 - The connection between marketing, brand and talent acquisition 4:54 - Winning the war for talent vs. the race for talent 7:26 - The difference between talent acquisition and HR 11:02 - Recruitment and HR have different incentives 14:37 - How corporate culture influences recruitment 18:54 - Why talent acquisition should live outside of HR (KPMG example) 22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent 25:28 - The skills for success in HR and recruiting are different 26:35 - Abandonment rate in application submissions 28:09 - How unqualified job seekers overload ATS 30:23 - How qualified candidates work around ATS 31:53 - How LinkedIn and Indeed work 34:44 - How great brands like Microsoft manage their talent & database 40:38 - Why candidates need to continuously invest in their personal brand 43:02 - Why the odds of getting a job through an online application are less than 1% 47:44 - The best way to write job descriptions and respond to them 53:16 - The traditional hiring system is broken - why networking is so important 58:54 - The one thing a company can do to fix talent acquisition 1:00:47 - The one thing a candidate can do to improve their odds of getting a job 1:05:38 - The one thing recruiters can do to create a great brand experience 1:07:55 - How to find out more about Shelley 1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands 1:14:07 - Post-Pod with V and Marc Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss. Enjoy the show. Our Guests ------------ Ben Wise - https://www.linkedin.com/in/benwise1/ Head of Programmatic Media at Google Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/ Head of Programmatic Media, Agency at Google Our Hosts ----------- 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/⁠ Podcast Literature -------------------- Understanding Programmatic - Think With Google https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ Programmatic analysis tools | BigQuery | Google Cloud https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ The Future of Programmatic Media in 2023 https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023 Google’s new prototype AI tool does the writing for you https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda Timestamps ------------ 0:44 - Introductions 3:25 - What is programmatic media buying? 5:40 - Targeting by Geo, Context, Audience and Private Marketplaces 9:55 - How programmatic media has evolved in Canada 12:01 - What inventory is available to programmatic media in Canada? 15:24 - Opportunities with Connected TV (CTV) 20:36 - How AI enhances media buying and creative placements 24:46 - Bringing programmatic in-house vs hiring agencies 27:40 - The right time & risks with bringing programmatic in-house 31:00 - Replacing people with robots? 33:03 - Performance measurement & attribution models 41:40 - Privacy sandboxes and public concerns 46:03 - Running experiments to create breakthroughs 50:10 - Factors driving programmatic growth and innovation 53:20 - Post-pod with V & Marc Where to listen ----------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James. It's an episode you won't want to miss, so sit back, relax, and enjoy the show! Our Guests ------------ JP Castlin - https://www.linkedin.com/in/jpcastlin/ Strategic Management Consultant Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum Speaker James Hankins - https://www.linkedin.com/in/james-cp-hankins/ Global VP Marketing & Strategy Planning @ Sage (ERP) Consulting Strategist @ Vizer Consulting Co-Chair of IPA Share of Search ThinkTank @ IPA Our Hosts ----------- 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/⁠ Podcast Literature -------------------- Questioning the Growth Dogma: https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991 The Gravity of Ecommerce: https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943? Winning the Final Mile: https://www.marketingweek.com/ecommerce-final-mile/ Evolution of OmniChannel to connected commerce: https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/ Unified Commerce: https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/ JP Creating Cash Flows: https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/ Digital Availability: https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/ The Jevons paradox: https://en.wikipedia.org/wiki/Jevons_paradox Timestamps ---------------- 0:46 - Intro to JP & James 3:10 - The attraction of eCommerce 4:03 - Why profits are elusive in an ecomm businesses 9:57 - Growth at all costs? 12:20 - Digital availability - why digital ads driving ecomm aren’t really ads 18:00 - Why we underestimate the costs of ecomm 22:14 - Ways to increase ecomm profits & effeciency 25:10 - The marketers responsibility to commercial creativity (not just ads) 27:40 - Recovering the margins of digital commerce 36:37 - Can small businesses compete with Amazon? 40:29 - Why so many DTC companies open retail stores 43:19 - Value chain vampires 47:02 - Why ROAS is not an optimal financial metric 49:25 - The problem with hiring marketing specialists 52:40 - Marketers can add value by understanding the business model 58:18 - The strategy behind the vegan sausage roll principle 1:02:03 - How to find out more about JP and James 1:03:50 - The post-pod with V and Marc Where to listen ----------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books!  Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development.  Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show.  Our Guest  ---------------------------  Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency  Our Hosts  ---------------------------  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/⁠  Podcast Literature:  ---------------------------  Yasmeen’s Books: ⁠⁠https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1⁠⁠  Patrick Campbell - Understanding Customers ⁠⁠https://turingfest.com/blog/patrick-campbell-saas-fundamentals/⁠⁠  Better Brief Project - ⁠⁠https://www.betterbriefs.com/⁠⁠  Yasmeen TEDx talk on Intuition - ⁠⁠https://www.youtube.com/watch?v=2w-eYtt3oiU⁠⁠  How to Be an Effective Product Marketer - ⁠⁠https://www.youtube.com/watch?v=j6v7PCpo-g⁠⁠  PM Course - ⁠⁠https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked⁠⁠  Product Marketing Alliance - ⁠⁠https://www.productmarketingalliance.com/⁠⁠  Timestamps:  ---------------------------  0:44 - Intro to Yasmeen  2:18 - What is product marketing 5:46 - How does the role of a product marketer differ from regular marketers  10:55 - How brand and product marketers can work together  13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle  16:02 - Why market research is so important  20:19 - Humility is a key skill for product development  22:35 - The most common mistakes product marketers make  25:34 - The importance of a community in product development  27:25 - Getting leadership buy-in with the go-to-market plan  29:45 - What happens if the baby (product) is ugly?  34:17 - Differentiation vs. Distinctiveness - what matters?  39:01 - Repositioning existing products  43:04 - How to craft a positioning statement  47:32 - How do you manage priorities when things are moving so fast?  51:54 - Post-Pod with V & Marc  Where to listen  ---------------------------  Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324  Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC  Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2023 Sleeping Barber

This week on the Sleeping Barber Podcast, we have Emmanuel Probst, ⁠Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers.  We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender."  Enjoy the show.  Our Guest  ---------------------------  Emmanuel Probst  https://www.linkedin.com/in/emmanuelprobst  Global Lead - Brand Thought Leadership @ Ipsos  Our Hosts  ---------------------------  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/⁠  Podcast Literature:  ---------------------------  Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251  Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full  Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/   LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer   Bud Light Launches new ad after Transgender commercial ⁠https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/⁠  Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html    Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515  Timestamps:  ---------------------------  0:44 - Emmanuel Probst Intro  2:14 - Assemblage, an analogy between wine making and brand building   6:35 - Why brand managers need to co-create with customers  9:18 - CoCreation example: Vaseline #Slugging  13:02 - Monitoring brand signals and separating the noise  17:04 - What brand managers can learn from the James Bond franchise   21:02 - Bud Light’s missteps and road to recovery  28:55 - Many new marketing leaders make this same mistake   34:11 - Brands can’t just make a promise, they have to deliver the experience  36:54 - Brand purpose vs. personal relevance   40:02 - Building for brand longevity  44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t  51:37 - The skills needed to be a great master blender for brands  55:09 - Post Pod with V & Marc    Where to listen ---------------------------  Apple Podcasts: ⁠https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324⁠  Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠⁠  Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC  Youtube: https://www.youtube.com/@sleepingbarberpodcast  © 2023 Sleeping Barber