SBP 112: Leading Brands in an AI World. With Paul Dervan.

In this episode of The Sleeping Barber Podcast, we sit down with Paul Dervan, Head of Brand Marketing at Miro and author of Run With Foxes, to explore the evolving world of marketing in the age of AI. Paul shares his insights on evidence-based marketing, learning from failures, and the challenges of navigating marketing metrics effectively.We dive into the shifting landscape of marketing communications, the role of customer insights, and how brands can use micro-segmentation and category entry points to refine their strategies. The conversation also unpacks AI’s transformative impact on creative processes, the future of AI-driven marketing teams, and the growing need for AI literacy in the workplace.Join us as we discuss the intersection of AI, marketing, and storytelling—where technology enhances creativity, but the human touch remains irreplaceable.Our GuestPaul Dervan - Head of Brand Marketing @ MiroAuthor of Run With Foxes: Make Better Marketing Decisions https://www.linkedin.com/in/pauldervan/https://www.amazon.ca/Run-Foxes-Better-Marketing-Decisions/dp/085719772XMiro: The Innovation Workspace https://www.youtube.com/watch?v=pqaSH1Ibw-gMonster Problem? Solve Anything, Together https://www.youtube.com/watch?v=shy3tqvHb4g 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/⁠TimestampsChapters00:00 Introduction to the Podcast and Guest02:49 The Importance of Distinctive Assets in Branding05:58 Paul's Journey to Evidence-Based Marketing08:59 Mistakes in Marketing and Learning from Them12:02 Navigating Marketing Metrics and Decision-Making14:52 Leading Brands in an AI World17:59 Miro's Evolution as a Collaboration Tool28:05 Navigating Change in Marketing Communications29:50 Understanding Customer Insights for Effective Marketing31:52 Micro Segmentation vs. Category Entry Points35:02 The Role of Category Entry Points in Marketing Strategy40:25 AI's Impact on Creative Processes50:17 The Future of AI Agents in Marketing01:03:25 The Evolution of Podcasting and AI01:06:45 Democratization of Content Creation01:08:35 Understanding Marketing Metrics and AI01:10:38 AI Literacy and Competitive Advantage01:12:33 Integrating AI into Business Workflows01:15:35 The Role of AI in Creative Processes01:17:04 Category Entry Points in Marketing01:20:22 The Future of Segmentation and Targeting01:23:06 Human Element in Storytelling and AI01:26:51 Closing Thoughts on AI and MarketingBackground Research & Links:https://claude.ai/https://elevenlabs.io/https://www.make.com/en https://relevanceai.com/ https://www.perplexity.ai/https://notebooklm.google/https://www.lipdub.ai/pricing-page https://getimg.ai/ https://openai.com/index/sora/https://runwayml.com/