In Clear Focus

IN CLEAR FOCUS: Ashley Stanford is EVP at digital ticketing solution TicketSocket and the Co-Founder of Ice Cream Social, an incentive-based social sharing platform. Our conversation reflects Ashley's 15-year career in digital marketing strategy. We discuss what being selected for the NBCUniversal Sports Tech Accelerator Program meant for Ice Cream Social's development, secrets of successful Influencer marketing campaigns, and tips for attributing results from online and offline activations.  

IN CLEAR FOCUS: Whitney Dunlap-Fowler shares her expertise in integrating cultural insights into consumer research. She discusses working with brands as a freelance strategist at Touch of Whit Creative, emphasizing the significance of understanding broad cultural forces and specific multicultural nuances influencing consumer behaviors and preferences. We also discuss the challenges and opportunities presented by AI and the importance of gaining broad skillsets in the market research industry.

IN CLEAR FOCUS: Award-winning marketer and entrepreneur Kim Lawton discusses marketing in regulated categories like alcohol and cannabis, highlighting state-specific regulations and compliance challenges. Kim describes the operational differences she faces as Chief Possibilities Officer at Inspira and CEO at Enthuse, focusing on marketing operations plus integrating technology and AI. We also discuss Kim's work in philanthropy through the Enthuse Foundation, aiding women entrepreneurs.

IN CLEAR FOCUS: The first episode of our new season features Jarie Bolander, engineer-turned-marketer, entrepreneur, and author. Jarie discusses what he's dubbed "story-driven marketing," explaining the role and impact of stories in business. Jarie shares his journey from engineering to entrepreneurship, emphasizing the importance of narrative in marketing and communication. He also discusses how storytelling can help pitch business ideas and connect with potential investors.

Jenny Li Fowler, Director of Social Media Strategy at MIT, discusses her new book, 'Organic Social Media.' Jenny explains the differences between strategy and tactics, creating more effective organic social strategies, aligning social media with organizational goals, choosing suitable social platforms, creating engaging content, contingency planning, staying up to date with social media, and the role of AI in content creation.

IN CLEAR FOCUS: Applied behavioral economist Melina Palmer, CEO of The Brainy Business, discusses her new book, "The Truth About Pricing: How to Apply Behavioral Economics So Customers Buy." Melina shares her insights into pricing psychology and determining customer value, explaining perceived value, dynamic pricing, and the pitfalls of low pricing strategies. Learn effective pricing and the impact of psychology on sales and business success. Access the free book chapter offer in the transcript.

IN CLEAR FOCUS: In the second of two conversations, Julian Bleecker discusses how the Near Future Laboratory helps organizations envision future scenarios using Design Fiction. Julian explains why imagination is essential for solving existential challenges and how it will help us shape the future. We also discuss Solarpunk, regenerative design, the future of work, and how Design Fiction can be applied to enrich marketing and advertising with immersive research and creative storytelling methods.

IN CLEAR FOCUS: Julian Bleecker explains the development of Design Fiction, a method he pioneered for imagining future scenarios through the creation of tangible artifacts. Julian discusses some of the ways the practice can help guide decision-making and its uses in strategy and communication. Julian invites listeners to explore this interdisciplinary approach through publications and the Near Future Laboratory, a community applying Design Fiction principles to a broad range of projects. 

IN CLEAR FOCUS: Mark Shayler is the author of December's Bigeye Book Club selection, “You Can't Make Money from a Dead Planet.” In this episode, Mark discusses practical examples of achieving sustainability without compromising business success. We discuss the circular economy, regenerative agriculture, the impact of climate anxiety, and communicating sustainability messages effectively. Listeners receive a 25 percent discount on Mark's book at KoganPage.com: use promo code BIGEYE25 at checkout.

IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In this encore episode, she discusses her book, Better Brand Health: Measures And Metrics For A ‘How Brands Grow’ World. Jenni shares insights about how brands grow, why small brands should adjust expectations when assessing brand metrics, and ways in which advertising can most effectively create category buyer memories.