Daniel R. Clarke is the Founder and Lead Consultant of Tea At Four LLC, where he helps brands of all sizes with strategy, brand building, marketing, and innovation. He is a seasoned Marketing Consultant and Fractional CMO with over 20 years of experience, having held leadership roles at Procter & Gamble, Coty, Pernod Ricard, and Booz & Company before founding Tea At Four. Daniel has lived and worked in seven countries and recently became a US citizen, bringing a global perspective and creative audacity to his work.

Great brands don't just compete on shelves; they compete in people's minds. In a world overflowing with options, what actually makes someone reach for you instead of the dozens of alternatives sitting inches away?

Globally seasoned brand strategist Daniel R. Clarke says the answer lies in a purposeful and distinct point of difference. He believes brands must start with strong fundamentals — deep consumer understanding, a defined positioning, and a product that truly delivers — before trying to be flashy or disruptive. When those foundations are solid, brands earn the right to build rich worlds, rituals, and cultural relevance that make them memorable rather than interchangeable.

On this episode of the Firebelly Social Show, Duncan Alney talks with Daniel R. Clarke, Founder and Lead Consultant of Tea At Four LLC, to discuss the importance of brand positioning. They explore how big CPG brands build lasting loyalty, why challenger brands win with speed and focus, and how a sharp point of difference cuts through crowded categories. Daniel also shares advice on using AI without losing your brand's core identity.

Collin Pollock is the Founder of WheelyQ Barbecue, a mission-driven, family-run company that crafts premium barbecue sauces and seasonings with simple, all-natural ingredients while raising awareness and funds for spinal muscular atrophy (SMA) research. Under Collin's leadership, WheelyQ donates 6% of its profits to SMA charities, expanding from homemade sauces to full-scale manufacturing and earning rave reviews for both flavor and purpose. Living with SMA himself, Collin is a passionate disability advocate who uses his brand to spark conversation and educate others about the disease.

Purpose-driven brands don't usually start in boardrooms. They begin in kitchens, in difficult moments, and in the decision to transform personal challenges into something that benefits others as well. So what does it really take to build a business where flavor and mission grow side by side?

For Collin Pollock, the key lies in refusing to step back when life forces a crossroads. He explains that WheelyQ began with homemade sauce samples, honest feedback, and a commitment to keep pushing forward, even as the condition of spinal muscular atrophy progressed. Collin's story shows how a simple product can become a platform for awareness, giving back, and inspiring others to lead with purpose.

On this episode of the Firebelly Social Show, Duncan Alney talks with Collin Pollock, Founder of WheelyQ Barbecue, to discuss building a mission-driven BBQ brand. They explore turning personal obstacles into entrepreneurship, creating clean sauces with simple ingredients, and donating profits to SMA research. Collin also shares advice on staying persistent and never holding back.

Eric Martindale is the Founder and CEO of Elite Commerce Group, a full-service agency specializing in Amazon and retail media. Under his leadership, the company has driven over half a billion dollars in retail sales for clients, maintaining a strong focus on testing and innovation to stay at the forefront of digital marketing. A former Marine officer and adventure athlete turned e-commerce authority, Eric is also a passionate technocrat interested in futurism. His unique perspective stems from identifying and exploiting retail frontiers before they become mainstream.

Retail isn't just changing online anymore — it's changing everywhere you look, from the checkout line to the end cap. The real question is, as stores become more digital by the day, what does the future of shopping actually look like?

Eric Martindale, a top expert in retail strategy, believes the future of shopping is all about adding digital layers to every physical store visit. He points to everything from mobile checkout to interactive screens and even smart carts as signs that physical retail is becoming inseparable from technology. The takeaway is clear: brands that embrace this shift now will be the ones that stay visible, competitive, and connected to shoppers.

On this episode of the Firebelly Social Show, Duncan Alney is joined by Eric Martindale, Founder and CEO of Elite Commerce Group, to discuss how digital transformation is reshaping the future of retail. They explore BJ's push toward digitization, Target's delivery race, and Walmart's e-commerce leadership. Eric also discusses how social media and AI commerce will soon impact in-store shopping.