SBP 026: A Look Back on 35 Years in Marketing, with Carol Shmygol

On this edition of the Sleeping Barber podcast, we have the pleasure of hosting Carol Shmygol. She joins us to share her knowledge and experience gained over 35 years in marketing, working across agency and client roles. Our conversation covers a range of thought-provoking topics, such as marketing fundamentals' relevance, culture's impact on brand building, and the value of marketing research. So, relax and enjoy this insightful episode! _______________ Our Guest Follow Carol Shmygol: https://www.linkedin.com/in/carolshmygol/ ____________ The Sleeping Barber Podcast: 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 0:45 - Intro to Carol Shmygol  3:06 - The draw of marketing  4:40 - Starting out in a male-dominant industry 7:04 - Advice Carol would give to her younger self 9:32 - Why its important to love what you do 11:52 - Do trends like TikTok and ChatGPT matter? 15:13 - A more beautiful question 17:55 - The battle between digital and traditional  21:30 - Learning the fundamentals of marketing 26:20 - How culture can be a catalyst for brand building 31:26 - Educating an executive team about brand building  33:49 - Why briefs are so important and the keys to writing a good one  40:23 - Brand side or agency side - ideas and advice 42:54 - Managing the demands between short term results and long term impact 47:05 - The importance of the right research 48:38 - Should you react to competitors or ignore them?  52:22 - Is advertising a strong or a weak force?  55:44 - Building relationships to extend the CMO lifespan 58:43 - Expanding your business language & acumen 1:02:40 - Post-pod discussion with V and Marc ____________ Where to listen Apple Podcasts: ⁠ https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324?i=1000605496685 Spotify: ⁠ https://spotify.link/cmykzT8Aoyb Google Podcasts: ⁠ https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw/episode/YjM3ZDYzOWUtNDU3OC00NDgyLTllODAtZjM0MTA1MzEwNjg1?sa=X&ved=0CAQQ8qgGahcKEwiApozvuvH9AhUAAAAAHQAAAAAQAg