SBP 238: The Barber's Brief - Playing on rented land, again.

Marc and V are back with the Barber's Brief: the good, the bad, and the overhyped from the last couple of weeks, with data, a few strong opinions, and Great Creative getting the last word.This week:"My CEO doesn't get brand." Nearly half of B2B marketers say they can't get brand budget signed off. But 40% admit brand isn't seen as delivering ROI inside their own company. V's take: that's not an education gap, it's a proof gap. Fix the proof and the understanding follows.Google AI Overviews are eating your website traffic. Studies put the click drop anywhere from 15% to 90%. Marc makes the case that we never owned our search rankings anyway. We've always been playing on rented land, and the landlord just changed.QR codes in ads. Andrew Tindall of System1 says if you're still using them, you're a moron. CTV scan rates have fallen to 0.004%. V argues the QR code isn't the disease, it's the symptom. It is measurement theater and a confession that you don't trust the ad to do its job. Marc pushes back, and it gets good.Nobody owns demand. A sharp post from Mats Georgson: who decides what you sell, to whom, at what price, and where. Rarely marketing. So what should marketing actually own? Plus Ad of the Week: Tubi's funeral spot from "Find Any Feeling For Free," the funniest ad with the weakest branding you'll see all month.Enjoy the show!Chapters00:00 Intro: welcome back to the Barber's Brief01:11 Story 1: "My CEO doesn't get brand"02:07 Education gap or proof gap?04:05 The B2B Institute evidence: brand as the icebreaker05:53 Story 2: Google AI Overviews are eating your traffic07:23 Playing on rented land, again09:34 Own your audience, or just change landlords?12:12 Story 3: QR codes, Andrew Tindall, and measurement theater15:07 Marc's rebuttal: signal vs noise18:01 Last click is dumb, so why do we default to it?20:04 Story 4: Nobody owns demand22:54 You don't own the four Ps, but stay close to them25:08 Ad of the Week: Tubi, "Find Any Feeling For Free"27:06 The gag that outran the brand29:31 Coming up: Who Killed the Click, and Target CanadaLinks:Title: ​ Lack of CEO understanding harming B2B brand building pushLink: https://www.marketingweek.com/brand-spend-b2b-ceo-cfo/Title: Google AI Overviews Are Eating Your Website Traffic. Here’s How To Get That Traffic BackLink: https://www.forbes.com/sites/terdawn-deboe/2026/05/18/google-ai-overviews-are-eating-your-website-traffic-fight-back/Title: Andrew Tindall: If you’re still putting QR codes in your ads, sorry, you’re a moronLink: https://www.thedrum.com/opinion/andrew-tindall-if-you-re-still-putting-qr-codes-in-your-ads-sorry-you-re-a-moronTitle: Nobody in your company owns demand.Link: https://www.linkedin.com/posts/matsgeorgson_nobody-in-your-company-owns-demand-ask-activity-7505219391089983488-BoMM?utm_source=share&utm_medium=member_desktop&rcm=ACoAAASDjbUB2U9VXn6rXo3lEfvMAwrkF_01wlkAd of the WeekTitle: Tubi Fakin' It 30sLink: https://www.youtube.com/watch?v=TGklD2yU-3I&t=30s