Covid changed everything—except the parts it didn’t: business creation soared 40%, while consumer spending snapped right back to trend.

System1 tested 100,000 ads and found most are, well, bananas—lots of weak ones, almost no greats, especially in B2B.

‘Got Milk?’ ran for decades, featured hundreds of celebs—even Yoda—but did it actually work? Look at the data, you must.

We love the myth of the brand loyalist—but in most categories, those one-brand buyers are total unicorns.

Launching a new brand is hard—and a deep dive into the 4 P’s shows which ones actually drive growth.

Sorry, but most young consumers have no idea your brand even has a cause—DoSomething found 87 big brands shouting into the void.

The first law of brand science: people forget everything—including your brand—because forgetting is literally how the brain works.

Need a logo? Copy your competitors. Need a font? Go with Arial—the universal signal for ‘we are forgettable.’

Bain found that up to 90% of B2B buyers already know who they’ll pick before they start shopping—so if you’re not in the mix early, you’re out.

ROI—and its sidekick ROAS—still rule marketing dashboards because they’re easy, logical, and instantly boostable, if not always meaningful.

Starting a business is risky—half die by year five, only one in five hits 21, but if you make it past four years, survival shoots to 90%.

Is first-mover advantage real—or just marketing mythology dressed up as science?

Should we stop making sweeping claims about Gen Z and Boomers? Yep—most ‘generational differences’ are really just smooth, age-old trends.

McKinsey found shoppers consider shockingly few brands—about four for cars and fewer than two for computers.

Most ads fade fast—but Geico’s ‘Hump Day’ proved that tying your brand to a recurring trigger can make it pop every single Wednesday.

Marketers fear haters, but the real problem is indifference—most people don’t dislike your brand, they just don’t notice it.

Before freaking out over low brand scores, check your weight class—big brands always rate higher on every attribute. It’s a law of branding.

Do the laws of brand science apply to nonprofits? Yep—swap ‘customers’ for ‘donors,’ and the banana curve still holds.

Ipsos and JKR found your most powerful brand asset isn’t your logo—it’s your product itself, like Oreos, Ray-Bans, and Legos.

Designalytics and IRI found that when testing new packaging, ‘liking’ doesn’t predict success—but a few other metrics definitely do.