{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F6ac9551c-961d-4c8d-90d1-9321c2fd1121","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 116: Unlocking Future Power in Branding. With Mary Kyriakidi.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/6ac9551c-961d-4c8d-90d1-9321c2fd1121\"></iframe>","title":"SBP 116: Unlocking Future Power in Branding. With Mary Kyriakidi.","description":"<p>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\u2019s 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.</p><p><br /></p><p>Our Guest:</p><p>Mary Kyriakidi </p><p>Global Thought Leader @ Kantar</p><p>https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/</p><p><br /></p><p>Follow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p><p><br /></p><p>Get in touch with our hosts:</p><p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/</p><p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060</p><p><br /></p><p>Timestamps</p><p>00:00 Introduction to the Podcast and Guest</p><p>01:40 Inspiration Behind the CMO Series</p><p>04:24 Mary's Journey to Global Thought Leader</p><p>05:26 Kantar's Research Focus and Paradigm Shift</p><p>09:36 Understanding Future Power and Meaningful Difference</p><p>12:01 The Drivers of Future Power</p><p>15:00 Mental vs. Physical Availability in Branding</p><p>18:01 Accelerators for Growth in Branding</p><p>22:04 Finding New Space for Brands</p><p>24:20 The Link Between Pricing and Brand Strength</p><p>24:50 Understanding Pricing Power and Elasticity</p><p>27:40 The Importance of Brand Positioning</p><p>29:02 Willingness to Pay and Perceived Differences</p><p>32:12 Aligning Brand Value with Pricing Strategy</p><p>35:01 Influencing Budget Decisions in Marketing</p><p>39:11 The Role of Brand Trackers in Marketing Strategy</p><p><br /></p><p>Background Research &amp; Links:</p><p>Blueprint for Brand Growth: https://www.kantar.com/campaigns/blueprint-for-brand-growth?</p><p><br /></p><p>Some links to the diary are below:</p><p>https://www.kantar.com/inspiration/brands/diary-of-a-cmo-what-is-the-blueprint-for-brand-growth</p><p>https://www.kantar.com/inspiration/brands/how-can-you-approach-the-cfo-to-argue-for-greater-investment-in-your-brand</p><p>https://www.kantar.com/inspiration/brands/diary-of-a-cmo-i-am-a-small-brand-with-big-dreams-how-can-i-grow-faster</p><p>https://www.kantar.com/inspiration/brands/diary-of-a-cmo-is-your-categorys-ceiling-coming-down-on-you</p><p>https://www.kantar.com/inspiration/brands/Diary-of-a-CMO-How-can-I-protect-my-brand-against-copycats</p><p>https://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-the-secret-recipe-to-combat-private-label</p><p>https://www.kantar.com/inspiration/brands/diary-of-a-cmo-whats-marketings-contribution-to-profit</p><p>https://www.kantar.com/north-america/expertise/brand-growth/brand-tracking</p><p><br /></p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/1ae3f7ff-3840-4330-8575-65409bf07dd2/21697713-1744265356764-6c2080a8e68d8.jpg"}