Thinkbox found multi-channel campaigns really do work—each medium boosts another by about 8%, with TV leading the pack.

System1 found story-driven ads—real characters, real plots—beat flashy montages every time.

You’d think slapping your logo on an ad boosts recall—but Ipsos found other brand cues work way harder.

Kantar found that how often—or where—you show your brand in an ad doesn’t actually boost recall. Yowza.

One veteran fMRI researcher says the field’s at risk—because brain-scan follow-ups barely match the original results.

Even in tourism, the laws of brand science still apply—because growing destinations isn’t that different from selling detergent.

A century after Wanamaker, we still don’t know which half of our marketing beliefs are wrong—but brand science can finally show us.