Do you really need a brand story—and would you even know your toilet paper’s if you heard it?

You can grow by getting more buyers or getting buyers to buy more—but the research makes it pretty clear which one really matters.

Half of new businesses fail within five years—and the secret ingredient behind who makes it and who doesn’t is plain old luck.

What’s the unlikeliest success story in one of the toughest categories? I’m betting on Tito’s.

We think college is a loyalty purchase—pick a school, love it forever—but the data tell a much messier story.

Warren Buffett says reputations die fast—but VW’s Dieselgate shows brands bounce back way easier than people do.

The data is clear—small brands don’t have super-loyal fans; they just have fewer buyers who buy less often.

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

Every year we crown Super Bowl ad winners—but whether they ‘worked’ depends on which scoreboard you’re watching: surveys, buzz, sales, or just your gut.

A massive study of 250 grocery brands found TV ads barely move short-term sales—good ones pay off in the long run, not week to week.

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

Purple’s pouring money into TV because they actually want to grow big—and TV, the “dying” medium no one watches anymore, is still one of the best ways to do it.