Before you get lost in positioning Mad Libs and competitor X-Y plots, start with the basics: figure out which of the four market tiers you’re competing in (economy, mass, premium, or luxury) and line up everything else about your brand to match.

The 2024 Paris medal count was a textbook banana curve, with a few countries hauling home most of the hardware and dozens leaving with one or two, and your buyer base almost certainly looks the same.

Dude Wipes is a brand built for dudes, but women make up half its users and 70% of its buyers, which is a good reminder that you probably don’t know your buyers as well as you think.

Dove’s “Real Beauty” gets held up as purpose-marketing gold, but its decade of growth may owe just as much to the two things it shares with Geico’s gecko: being instantly distinct and being everywhere for twenty years.

New data from Antenna suggests that ad-free streaming subscribers look almost exactly like ad-supported ones (same age, same ethnicity, same income), which is a good reminder to check your assumptions about who your customers really are.

You probably think B2B buyers stick around forever, but industry data says churn runs anywhere from 11% to 56%, so here's how to tell whether your number is a real problem or just the normal cost of doing business.

A quick, unscientific squint test shows whether your distinctive brand assets are working, and why they're worth building and investing in over the long haul.

Domino's discovered that only 15% of its customers use both carryout and delivery, proof that how people shop for your product can matter as much as the product itself.

Over a million small businesses opened in the US last year. Most won't see their 5th birthday, but the ones that survive get safer every year after that.

McDonald's rated dead last against In-N-Out, Five Guys, and Culver's on nearly every quality metric, yet it's four times bigger than its nearest competitor.