We love the myth of the tiny brand with die-hard fans—but in kombucha and beyond, the data say big brands win on loyalty too.

Common sense says bigger share means bigger profits—but the data doesn’t exactly agree.

Bain and Kantar found that brand ‘loyalty’ is mostly a myth—most people buy from a repertoire, not a favorite.

Interbrand, BrandZ, and Brand Finance mostly agree on which brands are strongest—but not on what those brands are actually worth.

NPD found that nearly three-quarters of buyers are light buyers—the universal Banana Curve strikes again.

If this is true, why is Amazon — clearly a pretty remarkable company, a TECH company, and seemingly ubiquitous — why is it the largest advertiser in the US today, spending $16.9Bn last year on ads?

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