With 525,600 marketing metrics out there, here’s the simple way to spot which ones matter—and which are a waste.

If you call a fish ‘slimehead,’ no one buys it—but rename it and suddenly it’s dinner.

This week brought to you by Tracksuit: we ask: do luxury brands play by the same laws as shampoo and noodles, or are they bricks floating in space?

For decades we’ve preached differentiation—yet the Ehrenberg-Bass Institute says most brands are basically interchangeable.

Does 20% of the audience really account for 80% of the viewing—Pareto-style, not Janet Jackson-style?

If your brand needs a face, who wins—celebs, mascots, or talking carrots? DistinctiveBAT crunched the numbers.

This week, we have a new twist. This is the beginning of an article I wrote in partnership with Tracksuit, the brand tracking company.

Do people really research big-ticket buys more? Kinda—but not nearly as much as you’d think.

Localytics asked 1,000 people about brand communication, and the top complaint—by far—was simple: too much, too often.

Do brands really sell to different types of people—or do they mostly share the same buyers, making differentiation a myth?

Does having a higher purpose actually boost financial performance—or is it just a beautiful idea we’ve all bought into?

Good marketers overthink strategy—but great marketers underthink how to actually connect with buyers.

Does your facial expression change YouTube views? Yep—and the data shows which ones pull the most clicks.

Should you panic if your brand’s consideration rate is below average? Not really—and the North Face vs. Patagonia vs. Helly Hansen shows why.

Kantar looked at 30,000 UK households to see how much of their wallet goes to one brand—and what that really says about ‘loyalty.’

Can a car be both high-priced and high-volume? The demand curve says no—and 200 years later, it still holds up.

Can a product be both high-priced and high-volume? The demand curve—alive and well since 1838—says nope.

Digital ads promise hyper-targeting—but how good is the data really? Adlook put it to the test.

It’s official: we’ve launched COVER BRAND—the podcast that digs into how brands really work (mascots, quirks, school colors and all).

We LOVE our alma mater, right?! We bleed gold & blue (or crimson & silver, or).

But what does “brand loyalty” look like for colleges & universities?