In Clear Focus

In Clear Focus: Bigeye recently released ENVISION 2022, an on-demand video exploring key findings from our report, Retail Disrupted. This week's podcast is an extended interview with ENVISION guest Ingrid Milman-Cordy, who leads digital marketing and e-commerce for Seattle-based Nuun Hydration. During our interview, Ingrid shared surprising insights about channel strategy, Nuun's e-commerce tech stack, and why she believes the metaverse and Web3 offer brand marketers exciting opportunities.

In Clear Focus: Our guest this week is Devora Rogers, the co-author of Influencing Shopper Decisions, this month's Bigeye Book Club selection. Devora discusses how retail and brand marketers can use agile neuroscience and two new metrics - usage and influence - to provide fresh insights into shoppers’ needs, priorities, and context. IN CLEAR FOCUS listeners can claim a 20 percent discount on Influencing Shopper Decisions at KoganPage.com by using the promo code BIGEYE20 at checkout.

In Clear Focus: Melina Palmer is a Behavioral Economics consultant whose podcast, The Brainy Business: Understanding the Psychology of Why People Buy, is listened to in over 160 countries. We discuss Melina's book, What Your Customer Wants and Can't Tell You, and how advertising professionals can benefit from understanding framing, priming, and herding. Melina provides practical applications of Behavioral Economics that maximize the impact of advertising and marketing.

In Clear Focus: A conversation with Kevin Perlmutter, Founder and Chief Strategist of Limbic Brand Evolution. Kevin explains how he established his brand strategy and neuromarketing consultancy, and shares some of the ways he helps brands increase consumer desire, engagement, and loyalty with emotional insights. We discuss the use of agile consumer neuroscience research tools to evaluate creative, and Kevin recommends three books that can help apply neuromarketing concepts to brand strategy.

In Clear Focus: In October, Bigeye published an exclusive report, Retail Disrupted, and recently released ENVISION 2022, a video exploring key findings. This week's pod is an extended interview with ENVISION guest Syama Meagher, the founder and Chief Executive Officer of Scaling Retail, an innovative business consultancy. During our interview, Syama shared new insights about traditional and digital fashion - and why she believes the metaverse and Web3 offer retailers exciting opportunities.

In Clear Focus: Friday, April 22 is Earth Day. While many profess a desire to help fight climate change by engaging in more sustainable behaviors, there's often a gap between people's expressed intentions and their actual behaviors. Applied consumer neuroscience expert Michael Smith joins us to discuss his book, Inspiring Green Consumer Choices. Hear what Michael believes marketers and advertising creatives need to do to encourage more consumers to purchase sustainable products and services.

IN CLEAR FOCUS: Our guest is Marc Guldimann, a digital media pioneer whose company Adelaide is on a mission to bring fairness and transparency to the digital marketplace by quantifying the true quality of media through the lens of attention. We discuss Adelaide's brand advertising model, The Attention Pathway, published with the ANA, and how Adelaide's Attention Unit (AU) can help media buyers evaluate quality, identify efficiencies, and invest in higher quality media at a fairer value.

In Clear Focus: Our guest is Faris Yakob, the author of Paid Attention: Innovative Advertising for a Digital World, this month's Bigeye Book Club selection. Faris explains what attention is, what the latest research reveals about how it works in humans, and the important role it plays in advertising. Faris also discusses his planning model, the Media Pyramid. In Clear Focus listeners can claim a 20 percent discount on Paid Attention at KoganPage.com by using the promo code BIGEYE20 at...

In Clear Focus: Since Facebook changed its corporate name to Meta, there's been an increased interest in the metaverse. Our guest this week is Matt Garrepy, Chief Digital Officer of Solodev, a cloud services company headquartered in Orlando. Matt explains some of the technologies that underpin virtual worlds like Decentraland and discusses why they could become primary channels for consumer engagement and transactions. Matt also forecasts future roles for NFTs in retail and brand marketing.

In Clear Focus: Our guest this week is Dr. Andrea Laurent-Simpson, the author of Just Like Family: How Companion Animals Joined The Household. Andrea explains why a majority of pet owners regard their animals as members of the family and suggests how pet product manufacturers and marketers should approach the emergence of the "multispecies family." Andrea uses contemporary advertisements to illustrate how dogs and cats are increasingly identified and treated as legitimate members of the...

In Clear Focus: Our guest this week is Dr. Rachel Lawes, the author of Using Semiotics In Retail, this month's Bigeye Book Club selection. Rachel discusses how retailers and brand marketers can use commercial semiotics to provide fresh insights into consumers' wants and desires, spark revenue-generating ideas, and analyze under-performing stores. In Clear Focus listeners can claim a 20 percent discount on Using Semiotics In Retail at KoganPage.com by using the promo code BIGEYE20 at checkout.

In Clear Focus: David Courtier-Dutton, the CEO of SoundOut, joins us to discuss the art and science that lies behind some of the most effective sonic logos in the US today. David explains how consistently using brand music creates a Pavlovian trigger: when people hear it, even in isolation, a flood of emotions that they associate with the brand is immediately triggered in the brain. We also learn how marketers can ensure that a sonic logo maps precisely to a brand’s archetypes and values.

In Clear Focus: In 2020, Black Americans' buying power totaled $1.6 trillion or 9 percent of the nation's total - despite being 13 percent of the population. These consumers are willing to shift around 30 percent of their current spending to companies that better address their needs. Inclusive marketing expert Sonia Thompson returns to the podcast for a lively conversation about Black History Month and offers practical advice for brands seeking to develop authentic, truly inclusive marketing.

In Clear Focus: An innovative new film-making certification that's designed to equip storytellers with the skills they need to meet the growing demand for branded media. The program is the brainchild of our two guests this week: Rick Parkhill of Brand Storytelling and Dr. Stephen Marshall of East Tennessee State University. Learn how course students are briefed directly by industry partners including Discovery, Univision, Southwest Airlines, and Intel, plus hear feedback from the first...

In Clear Focus: Elevating brand storytelling with sound as we examine the evolution of audio branding. Dallas Taylor of podcast Twenty Thousand Hertz reveals the story behind the iconic Netflix sonic identity, Jon Rhuff and Yeosh Bendayan of Push Button Productions explain how jingles are composed, and author Laurence Minsky discusses his book, Audio Branding: Using Sound to Build Your Brand. IN CLEAR FOCUS listeners can save 20 percent on Audio Branding with code BIGEYE20 at KoganPage.com.

IN CLEAR FOCUS: Our guest this week is Miri Rodriguez, the author of Brand Storytelling, this month's Bigeye Book Club selection. Miri discusses how brands can use stories to connect with consumers on a deeper level. Miri also shares how she prototypes stories based on design thinking principles and reveals some storytelling magic tricks. IN CLEAR FOCUS listeners can claim a 20 percent discount on Brand Storytelling by going to KoganPage.com and using the promo code BIGEYE20 at checkout.

In Clear Focus: The fourth in a series of podcast episodes accompanying Bigeye’s study, Retail Disrupted: What Shoppers Want From Brands Today. Based on a national survey of over 1,500 US shoppers, it's clear that consumers are demanding more from retail experiences - in-store and online - than ever before. In this podcast, we discuss how retail is evolving in 2022, explore key data points from the report, and consider what the findings mean for retail, brand, and direct-to-consumer...

In Clear Focus: Our podcast guest is Simon Bailey, co-author of Myths of Branding, this month's Bigeye Book Club selection. Simon discusses some of the false myths that abound in branding. From the titular belief that a brand is just a logo, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - hear why these couldn't be further from the truth. For a 20 percent discount on Myths of Branding, go to KoganPage.com and use promo code BIGEYE20 at checkout.

In Clear Focus: The creator economy is disrupting advertising, and provides many creators with a viable alternative to traditional employment. Guest Nick Wolny is a prolific writer and the founder of Camp Wordsmith, a business and writing incubator for entrepreneurs. Nick offers advice for anyone considering becoming an independent creator, and explains why creative content side hustles have been embraced among Gen Z. Nick also shares his views on artificial intelligence-based writing tools.

In Clear Focus: Bigeye's senior strategist Dana Cassell joins us to kickstart the new year and our ninth season of the podcast. Dana discusses the importance of auditing all a brand's assets and explains Bigeye's five-step process. Learn why brand audits start with internal branding, move to external branding, and need to incorporate customer experience. Dana offers advice on determining which KPIs managers need to monitor to track a brand's health. Link to free audit guide in the show notes.