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

Ehrenberg-Bass found that for most brands, growth comes from stealing share—accounting for 65% of revenue gains.

Charm pricing works like an optical illusion—once you see the trick, you still can’t unsee it.

Brands love to call their heaviest buyers ‘loyal’—but heavy doesn’t mean loyal, and regular doesn’t either.

Heavy buyers aren’t your most loyal—because the more people buy, the more brands they buy.

Mondelēz says it’s moving from marketing to ‘humaning’—because nothing says human like inventing a new corporate buzzword.

Quibi bet big on our so-called short attention spans—but maybe that wasn’t the problem at all.

Kantar found most marketers misjudge what drives profit—overrating targeting and media mix, and underrating creative and brand size.

Turns out buying airplanes looks a lot like buying sneakers—B2B and B2C follow the same laws of brand science.

Every brand wants to ‘own heritage,’ but in mature categories, size—not story—drives those associations.

We’re terrible at estimating reality—like how Americans have thought crime was rising every year for the past 24 years.

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

Brands want to sell phones and mattresses, not solve crises—but in moments like these, silence and statements both spark backlash.

Pandemic or not, NCSolutions shows brand loyalty hasn’t changed much—growth still comes from new buyers, not heavier ones.

Conditions change; people don’t—masks might be the new sneakers, but our craving for status, belonging, and novelty stays the same.

ISBA found that half of every programmatic pound never reaches publishers—it just vanishes into the ad-tech ether.

Cadbury’s ‘new’ logo isn’t the story—the real design win is how the whole pack works on shelves, where shoppers just want to find their candy.

iBotta’s receipt data shows what brand science’s been saying for years—‘loyalty’ isn’t all that loyal.

Everyone’s predicting the death of everything from offices to the NFL—but history says most industries don’t die, they just shrink and adapt.

Big data promised perfect prediction—but Covid reminded us some ‘surprises’ were clearly on the radar all along.