SBP 138: Is Substack the New Playground for Gen Z Brands? The Barber's Brief - August 21, 2025.

In this episode, Marc and Vassilis discuss various thing that caught their eye over the last couple weeks including the cultural impact of Taylor Swift and Travis Kelsey, OpenAI's new e-commerce strategy, Google's advancements in AI for ad traffic management, and the rise of Substack among Gen Z brands. They also delve into the importance of restructuring Google Ads for better performance and highlight TD Bank's innovative campaign that promotes fractional ownership.

Enjoy the show!

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Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

Episode Takeaways:

• Speed and agility in marketing can lead to success.
• OpenAI is diversifying into e-commerce with chat GPT.
• Google is using AI to combat invalid ad traffic.
• Substack is gaining traction among Gen Z brands.
• Restructuring Google Ads should be done thoughtfully.
• TD Bank's campaign creatively promotes fractional ownership.
• Cultural relevance is key in modern marketing strategies.
• AI tools are essential for optimizing ad performance.
• Brands must adapt to changing consumer behaviors.
• Email marketing is evolving, not dying.

Timestamps:

00:00 - Welcome and Introduction

00:57 - Cultural Marketing Moments: Taylor Swift and Reese's

04:13 - OpenAI's E-commerce Strategy

07:44 - Google's AI in Ad Traffic Management

11:25 - Substack: The New Platform for Gen Z Brands

15:05 - Marketing Moment: Restructuring Google Ad Accounts

21:22 - Ad of the Week: TD Bank's Fractional Ownership Campaign