In Clear Focus

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 app...

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 Fut...

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. Listene...

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 metri...

IN CLEAR FOCUS: Carl Klevbo, lead analyst at MyTelescope , explains how and why share of search has emerged as an accessible way to measure brand awareness and forecast market dynamics. We discuss the origins of share of search, its benefits over conventional research methods, and the correlation between brands' share of search and market share. Carl provides examples of share of search in action...

IN CLEAR FOCUS: Guest Jim Kraus is the President of the Buyer Persona Institute . In this episode, Jim explains the concept of Buyer Personas and unpacks the significance of buying insights for high-consideration purchase decisions. Jim walks listeners through the qualitative research process originated by the Buyer Persona Institute, known as the Five Rings of Insight, and describes case studies...

IN CLEAR FOCUS: Award-winning creative strategist Alex Santiago discusses his experiences with the 4A's Multicultural Advertising Internship Program, becoming a creative director at Publix Supermarkets, and establishing his own agency. Alex's approach to strategy focuses on human connections, captured in his book, "Stop Asking For Logos," which offers insights for entrepreneurs and creative profes...

IN CLEAR FOCUS: Marketing Week columnist and brand strategist Helen Edwards is the author of " From Marginal To Mainstream ." Helen discusses why marginal behaviors, practiced by small population segments, differ from trends and how they can drive product innovation and category growth. Helen also offers strategies for identifying behaviors that have mainstream potential. Listeners receive a 25 pe...

IN CLEAR FOCUS: Scott Smith and Susan Cox-Smith of strategic foresight consultancy Changeist are co-authors of " Future Cultures: How To Build A Future-Ready Organization Through Leadership ." Scott and Susan explain the practice of strategic foresight and how to be better prepared for a range of potential futures by embracing creative thinking and innovative methodologies. Listeners receive a 25...

IN CLEAR FOCUS: Seasoned marketing executive and serial entrepreneur Mark Stouse discusses the importance of analytics and having a single source of truth for informed business decision-making. Mark explains how his platform, ProofAnalytics.ai , aids businesses in tracking progress and making strategic decisions supported by artificial intelligence. Mark also reflects on the critical differences b...

IN CLEAR FOCUS: The first episode of our 13th season examines connected packaging with Jenny Stanley of Appetite Creative . Jenny explains how smart packaging bridges the gap between physical and digital commerce, enabling CPG brands to engage with consumers in innovative ways. We discuss how connected packaging provides invaluable data to improve marketing strategies and supply chain processes. P...

IN CLEAR FOCUS: Marking the final episode of this season, Bigeye insights intern Miguel Zarzuela hosts the podcast, examining the complexities of US Hispanic identity. Miguel explores the history of Hispanic Heritage Month and engages in lively conversation with special guests Dr. Antoinette Perez, Andrea Diaz, and Romulo Zuzunaga. Hear how to avoid common stereotypes and misconceptions, and learn...

IN CLEAR FOCUS: This week's guest is programmatic media expert Lewis Rothkopf, CRO at Pairzon . Without relying on third-party cookies, Pairzon's customer data platform facilitates precise audience targeting for omnichannel, DTC, and physical retailers. Lewis explains the importance of first-party data and how Pairzon's platform tracks consumer actions after ad exposure. We also discuss the role t...

IN CLEAR FOCUS: Robert Rose is the author of " Content Marketing Strategy ," October's Bigeye Book Club selection. In this episode, Robert explains why coordinated communication and well-managed operations are key to establishing a successful content marketing strategy. We discuss the value of thinking like a media company, team structure, and outsourcing. Listeners receive a 25 percent discount o...

IN CLEAR FOCUS: Guest Katie King is the author of " AI Strategy for Sales and Marketing ." In this encore episode, Katie offers practical advice on how agencies can leverage AI, providing case studies illustrating how AI in marketing is impacting several different industry sectors, plus a practical framework for managing the introduction of AI tools. Listeners receive a 25 percent discount on "AI...

IN CLEAR FOCUS: Market research innovators Holland Martini and Maria Vorovich, the co-founders of GoodQues , discuss why they're on a mission to humanize research data. Learn how their unorthodox methods yield emotionally intelligent insights, the benefits of conducting taste tests in bars, and how using storytelling makes data more 'sticky.' Holland and Maria also address the role of AI in resear...

IN CLEAR FOCUS: Bioethicist Dr. Jessica Pierce joins us to discuss her newest book, "Who's A Good Dog?" Our conversation addresses US dog ownership and pet care marketing, the trend of humanizing pets, and the ethical considerations it raises. Dr. Pierce also introduces us to three 'C's that she believes are essential for a fulfilling human-dog relationship: Collaboration, Curiosity, and Compassio...

IN CLEAR FOCUS: A thought-provoking discussion with Pepper Miller, author of " Let Me Explain Black Again ," about Black Americans' lived experiences. Pepper sheds light on some of the historical misunderstandings about Black consumers and common missteps in multicultural marketing. Pepper also explains the growing influence of Black Millennials and the shift in societal consciousness surrounding...

IN CLEAR FOCUS: Dr. Andrea Laurent-Simpson of SMU discusses Bigeye's 2023 US Pet Owners Study , revealing that 97 percent consider their pets family members. Hear how owners derive personal happiness and emotional support from having pets, and why the data reflects consumers' desire for healthier lifestyles, holistic well-being, and the growing number of child-free or involuntarily childless indiv...

IN CLEAR FOCUS: As advertising grapples with the challenge of capturing and holding viewers' attention, Lumen Research has emerged as an industry leader, providing innovative solutions to help brands develop effective creative and plan media more efficiently. Bill Forelli, Lumen's VP of Sales for North America, explains the components of Lumen Research's suite of attention measurement, targeting,...

IN CLEAR FOCUS: This week's guest is Lydia Michael, CEO of multicultural marketing consultancy Blended Collective. Lydia discusses her new book, Brand Love , explaining the eight stages of brand love, the importance of incorporating emotional and rational drivers, and the power of multisensory marketing. We also examine how brands like Warby Parker and Trader Joe's cultivate meaningful customer re...

IN CLEAR FOCUS: Greg Dolan of Keen Decision Systems joins us to demystify Marketing Mix Modeling. Greg explains how Keen's AI-driven model offers real-time insights and simulations, facilitating financial optimization and long-term brand value creation. Greg emphasizes the need for continuity in marketing, citing case studies that illustrate how going dark can result in loss of profitable demand....

IN CLEAR FOCUS: With 43 million rental units in the US, it's crucial to stand out from the crowd. Bigeye's Tom Mahoney and Rhett Withey discuss property marketing strategies for today's competitive housing market and share insights about building successful multi-family and student housing brands. Learn about Bigeye's 4-step process for creating distinctive property brands, including logo creation...

IN CLEAR FOCUS: An interview with Jay Mandel, author of Brand Strategy in Three Steps: A Purpose-Driven Approach to Branding , Bigeye's featured book for July. Jay discusses how, after leaving corporate America, he spent five years teaching, consulting, and coaching - and why he wanted to reflect on his experiences in this book. Blending marketing principles with personal insights, and guided by c...