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
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