{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fb794cff6-93fe-47a9-a9ce-1208101f2255","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 012: The Laws of Marketing with, Dr. Nicole Hartnett\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/b794cff6-93fe-47a9-a9ce-1208101f2255\"></iframe>","title":"SBP 012: The Laws of Marketing with, Dr. Nicole Hartnett","description":"<p>In this week's show, we welcome Dr. Nicole Hartnett, Senior Marketing Scientist from the <a href=\"http://www.marketingscience.info/\">Ehrenberg-Bass Institute for Marketing Science</a>. We discuss the laws of marketing, what happens to brands when you stop advertising, how to build strong brands on distinctive assets, and even spend time discussing loyalty myths. Nicole shares a lot of insights that we know you will find valuable!</p>\n<p>Enjoy the show!</p>\n<p>____________</p>\n<p><strong>Our Guest:</strong></p>\n<p>Follow Dr. Nicole Hartnett on LinkedIn: https://www.linkedin.com/in/nicole-hartnett/.</p>\n<p>Ehrenberg-Bass Institute: https://www.marketingscience.info/&nbsp;</p>\n<p>Marketing: Theory, Evidence &amp; Practice: <a href=\"https://www.amazon.ca/Marketing-Evidence-Practice-Byron-Sharp/dp/0195590295/ref=asc_df_0195590295/\"><u>https://www.amazon.ca/Marketing-Evidence-Practice-Byron-Sharp/dp/0195590295/ref=asc_df_0195590295/</u></a></p>\n<p>____________</p>\n<p><strong>The Sleeping Barber Podcast:</strong></p>\n<p>Follow our updates here: https://www.linkedin.com/company/sleeping-barber/</p>\n<p>Get in touch with our hosts:</p>\n<p>Marc Binkley: https://www.linkedin.com/in/marcbinkley/</p>\n<p>Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/</p>\n<p>____________</p>\n<p><strong>Literature:</strong></p>\n<p>When Brands Stop Advertising: <a href=\"https://www.marketingscience.info/when-brands-stop-advertising/\"><u>https://www.marketingscience.info/when-brands-stop-advertising/</u></a></p>\n<p>Marketers' Intuitions about the Sales Effectiveness of Advertisements:&nbsp;</p>\n<p><a href=\"https://www.researchgate.net/publication/304764587_Marketers'_Intuitions_about_the_Sales_Effectiveness_of_Advertisements\"><u>https://www.researchgate.net/publication/304764587_Marketers'_Intuitions_about_the_Sales_Effectiveness_of_Advertisements</u></a></p>\n<p>How Brands Grow: <a href=\"https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560/ref=asc_df_0195573560/\"><u>https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560/ref=asc_df_0195573560/</u></a></p>\n<p>How Brands Grow Part 2: <a href=\"https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269/ref=pd_bxgy_img_sccl_1/132-4109330-1838345\"><u>https://www.amazon.ca/How-Brands-Grow-Emerging-Services/</u></a></p>\n<p>Building Distinctive Brand Assets: <a href=\"https://www.amazon.ca/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/ref=pd_bxgy_img_sccl_2/132-4109330-1838345\"><u>https://www.amazon.ca/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/</u></a>&nbsp;</p>\n<p>____________</p>\n<p><strong>Timestamps:</strong></p>\n<ul>\n <li>1:00 - Intro to Nicole</li>\n <li>3:19 - The difference between repertoire and subscription markets</li>\n  <li>9:34 - Loyalty myths, the law of double jeopardy &amp; why market penetration matters</li>\n  <li>13:55 - What influenced our fixation on loyalty</li>\n  <li>16:14 - Law of buying frequencies: why light category buyers are important</li>\n  <li>22:55 - Time &amp; the illusion of solely loyal customers</li>\n  <li>26:29 - Penetration, the sustainable root to growth, is driven by mental &amp; physical availability</li>\n  <li>29:58 - Proof of physical availability - private label substitutions from retailers</li>\n  <li>32:08 - Reach versus frequency - why reach is non-negotiable and the diminishing returns of high frequency</li>\n  <li>35:35 - How accurate are these laws?</li>\n  <li>41:20 - Ads don\u2019t work on me: what happens when brands go dark</li>\n  <li>50:40 - Building solid brands through distinctive assets</li>\n  <li>55:20 - What makes a great ad - the Old Spice case study</li>\n  <li>1:01 - The difference between creativity and branding</li>\n  <li>1:04:03 - Why Nike needs to reconnect the Name with the Swoosh</li>\n  <li>1:05:38 - Brand awareness and category entry points</li>\n  <li>1:08:44 - How to contact Nicole</li>\n  <li>1:10:00 - Post-Pod discussion with V and Marc</li>\n</ul>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/9c9d14dd-2f65-4645-8073-327ec9546beb/21697713-1658378612460-a989a3daf2cf.jpg"}