In this episode of the Sleeping Barber Podcast, Professor Byron Sharp discusses key marketing resolutions for 2025, emphasizing the importance of understanding consumer behaviour, the limitations of loyalty programs, and the need for evidence-based marketing practices. He shares insights from his extensive research at the Ehrenberg-Bass Institute, challenging conventional marketing wisdom and advocating for a more scientific approach to marketing strategy.
We hope you enjoy listening to this episode!
Our Guest:
Prof. Bryon Sharp: https://www.linkedin.com/in/professorbyronsharp/
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
- Textbook Marketing: Theory, Evidence & Practice
- 90+ Journal articles
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/Follow Our Updates:
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
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