Welcome to another episode of The Barber’s Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.
Enjoy the show!
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
0:00 - Introduction
1:56 - Efficiency Delusion
4:54 - iOS 18 What Does It Mean For Marketers
12:30 - Brand Has Never Been More Important For B2B
17:14 - Google Lose Appeal in EU
19:56 - The Marketing Moment - Dr. Pepper
Links:
Story #1
Title: The Efficiency Delusion
Source: Paul Worthington blog OffKilter
Link: https://www.invencion.com/off-kilter
Story #2a
Title: iOS 18: What do the new AI features mean for Email Marketing?
Source: DeployTeq
Link: https://deployteq.com/ios-18-what-do-the-new-ai-features-mean-for-email-marketing/
Story #2b
Title: iOS 18: Apple Visual Intelligence – search using your iPhone camera
Source: Search Engine Land
Link: https://searchengineland.com/apple-visual-intelligence-search-using-your-iphone-camera-446419
Story #3
Title: Brand Has ‘Never Been More Important in B2B Marketing’, research reveals
Source: Marketing Week
Link: https://www.marketingweek.com/brand-more-important-b2b/
Story #4
Title: Nike: Google loses appeal against EU’s $2.7B Shopping antitrust case, as bloc also wins $15B Apple state aid appeal
Source: Masimo Guanaco on LinkedIn
Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf
Marketing Moment: Dr. Pepper Just Took over Pepsi: Could Coca-Cola be Next?
Source: Andrew Tindall in The Drum
Link: https://www.thedrum.com/opinion/2024/09/02/dr-pepper-just-overtook-pepsi-could-coca-cola-be-next
The Background: Coke, Pepsi, and Dr. Pepper once dominated the U.S. soda market, but by the end of 2023, Pepsi and Dr. Pepper were tied with an 8.3% market share. Dr. Pepper's success is due to both its own strategy and Pepsi's failures.
Case #1 - Branding & Rebranding: While Coca-Cola maintained a consistent brand identity, Pepsi underwent multiple major redesigns. Dr. Pepper, launched in 1885, kept its unique positioning, benefiting from a distinct brand and flavor profile. The brand leveraged its unique classification as a "Pepper Soda" to expand its distribution network.
The Cola Wars: Pepsi focused on taste tests and high-profile campaigns, including controversial ads, while the overall market saw a shift towards bottled water and diverse flavors. Pepsi emphasized zero sugar and snacks.
Dr. Pepper’s Strategy: Unlike its competitors, Dr. Pepper avoided the "Cola Wars" and focused on its distinctiveness, committing to an eSOV (excess share of voice) strategy and consistently improving ad quality. As Gen Z becomes the key demographic, Dr. Pepper continues to focus on its 139-year-old positioning as a unique blend of 23 flavors while adapting its creative approach to resonate with younger consumers.
We Play Different - The North Face
Link: https://www.youtube.com/watch?v=-7qHeUak1RU&list=TLGGQEylHYKkXDwxMDA5MjAyNA&t=18s
Agency: B-Reel
The North Face aimed to reconnect with its core audience across fashion and outdoor sports while appealing to a younger demographic unfamiliar with its heritage.
Campaign...
