Streaming data proves it again: big brands like Netflix win twice—more buyers and higher retention—while small brands suffer Double Jeopardy.

Most taglines sound nice but mean nothing—while the great ones actually make you think of the brand.

An NCSolutions study of 50 brands found ads mostly drive current buyers—up to 20X more than non-buyers.

Grace Kite and Tom Roach found the classic ‘long and short’ pattern holds up—but with a twist I call the ‘ramp and bump.’