IN CLEAR FOCUS: Brainsights' CEO Kevin Keane discusses leveraging consumer brain data for creative effectiveness and optimizing brand integrations through salience, storytelling, and support. Based on consumer research, Kevin also reveals new data on the power of audio branding and explains how brands can imbue fresh meaning with the strategic use of sonic assets to support memory activation. We also discuss the roles of extrinsic and intrinsic attention and the future of insights and data.