In Clear Focus

In Clear Focus: Elevating brand storytelling with sound. 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: With 166 million Americans shopping for deals, a special episode to coincide with the most important shopping week of the year. Previous guests Doug Stephens, Devora Rogers, Ibrahim Ibrahim, and Ksenia Newton discuss how retail is evolving. We discuss trends in shopping behaviors: the growing importance of social media for brand discovery, logistical challenges facing omnichannel brands, why stores are like media and their potential for re-invention as community spaces.

In Clear Focus: A special episode to coincide with this month's Bigeye Book Club selection, Inclusive Marketing: Why representation matters to your customers and your brand. This week, previous podcast guests discuss the benefits and potential pitfalls of including all of a brand's prospects and customers in the design process - from product development to marketing, advertising, and in-store experiences. Hear perspectives from Black, white, Hispanic, male, female, and non-binary identities.

In Clear Focus: The consequences of climate change are evident globally. It's clear that action needs to be increased to achieve the goals of the Paris Agreement. Our guests today are innovators working in an emerging marketplace focused on carbon reduction. Dr. Toby Green is the co-founder and director of MyCarbon, and Dr. John Whittle is the director of strategy. We discuss the roles marketing and advertising can play in helping businesses and individuals accelerate the move toward Net Zero.

In Clear Focus: The advertising industry is constantly changing - yet managing change is hard. Our guest today believes that we can adapt to change more easily by leveraging the science of behavioral economics. Melina Palmer is the author of a new book, What Your Employees Need and Can’t Tell You, which sets out a roadmap for managers tasked with instituting organizational change by reflecting how our brains work. The transcript includes a link to a free chapter of Melina's book.

In Clear Focus: Our guest is Jerry Daykin, an internationally recognized expert in inclusive marketing. Reflecting on his personal experiences as a gay man, Jerry speaks to the business benefits of representing marginalized groups of consumers and discusses how brands should approach activations during Pride Month. In Clear Focus listeners can claim a 20 percent discount when ordering Jerry's new book, Inclusive Marketing, at KoganPage.com, using the promo code BIGEYE20 at the checkout.

In Clear Focus: Cindy Casper is a seasoned consumer marketing researcher and the Principal of boutique consultancy, Casper Insights. Cindy discusses how her career in marketing research began with ad effectiveness testing and explains the role that secondary, syndicated data can play. We discuss Cindy's innovative approach to customer segmentation and the creation of authentic personas for collegiate clients. Cindy also shares her go-to tool for results analysis and data visualization.

In Clear Focus: The author of this month's Book Club selection, Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies is Christina Inge. Confused about goals, KPIs, and metrics? Christina shares strategies applicable to brands and ad agencies and explains how ancient military tactics can inspire innovation in marketing. IN CLEAR FOCUS listeners can claim a 20 percent discount on Christina's book, Marketing Matrics, by using the promo code BIGEYE20 at KoganPage.com.

In Clear Focus: An encore episode with Dr. Andrea Laurent-Simpson, the author of Just Like Family: How Companion Animals Joined The Household. Andrea explains why most 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 household.

In Clear Focus: Making a return visit to Bigeye's podcast, our guest this week is Ksenia Newton of Brandwatch. Ksenia explains how she triangulates different sources of data, including social listening, to derive fresh consumer insights about shopping behaviors in-store and online. Ksenia shares insights from her recent Brandwatch reports and makes some predictions about how inflationary pressures might impact this year's Holiday shopping season, based on what she's seeing in research.