In Clear Focus

IN CLEAR FOCUS: Experts in sustainable development, retail, innovation, and consumer behavior explore the challenges and opportunities for marketing sustainability. We discuss topics including the shift to a purpose-driven economy, the advertising industry's impact on carbon emissions, and ways in which brand marketers can influence eco-friendly consumer choices with verifiable claims. To receive a 25 percent discount on books published by Kogan Page, use promo code BIGEYE25 at KoganPage.com.

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.

IN CLEAR FOCUS: Josh Bernoff, author of "Build a Better Business Book," shares insights about writing and publishing successful business books. Josh offers tips for planning, outlining chapters, and eliminating writer's block. He discusses co-authoring, ghostwriting, and publishing models. Josh also provides expert advice on promotion and timing marketing efforts effectively. For readers and aspiring authors alike, this is a rare opportunity to hear from an accomplished industry insider.

IN CLEAR FOCUS: Solitaire Townsend, co-founder of change agency Futerra, joins us to discuss her book, The Solutionists: How Businesses Can Fix The Future. Solitaire shares insights about creating effective sustainability marketing and offers guidance on communications using a practical framework based on psychographics. We also explore a new green claims directive and the role of social media creators in promoting sustainability. Use promo code BIGEYE25 for a 25% discount at KoganPage.com.

IN CLEAR FOCUS: Dr. Emmanuel Probst, Global Lead, Brand Thought-Leadership at Ipsos, discusses his book, Assemblage: The Art and Science of Brand Transformation. Emmanuel explains why, to be successful, brands need to focus on three dimensions: shaping expectations, harnessing context, and demonstrating empathy. We also discuss contextual brand tracking and how understanding the occasions that drive the choice of one brand over another can be more beneficial than analyzing the competitive set.

IN CLEAR FOCUS: Exploring the rapid adoption of Artificial Intelligence in marketing, we revisit conversations with recent guests, including Katie King, Renee Hartmann, Nick Wolny, Dave Kaye, Paul Sloane, Rohit Bhargava, and Martin Oxley. Conversations examine the ways in which AI is being used in sales and marketing, retail, consumer research, translation, and content creation with relevant examples and case studies. Links to the books mentioned in this episode are provided in the transcript.

IN CLEAR FOCUS: A discussion about evidence-based marketing with Richard Bambrick, founder of Bamboozled, a UK-based research agency. Richard shares the importance of testing distinctive brand assets and a four-stage process for doing so. He also explains his approach to measuring brand health and how it differs from traditional awareness tracking. Plus, we learn about Bamboozled's focus on action-oriented insights and how they can help brands make better-informed marketing decisions.

IN CLEAR FOCUS: Martin Oxley, Managing Director of buzzback, discusses the evolving landscape of consumer research. Martin talks about the importance of understanding emotions in decision-making, the role of AI in research, and global collaborations in the industry. He also shares his personal experiences working with clients such as BMW, L'Oreal, and Verizon. Stay tuned to hear how his playlist was inspired by Dolly Parton and the key lessons he has learned throughout his career in this field.

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 the second part of our podcast interview about Jenni's new book, Better Brand Health, we dive deeper into Category Entry Points (CEPs), the 7Ws Framework, and metrics, including mental market share, mental penetration, network size, and share of mind. Hear Jenni unpack key concepts for understanding and improving brand health.

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 the first of two episodes discussing her new 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 the ways that advertising can most effectively create category buyer memories.