In Clear Focus

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 checkout.

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 household.

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 cohort.