
Your source for knowledge, reports, thought leadership, and other tomfoolery. No fluff. No folklore. Just sticky, science-backed brand truth.
The Most ABSurd Blog
Is 100% brand loyalty normal or freakish?
We love the myth of the brand loyalist—but in most categories, those one-brand buyers are total unicorns.
Why do People Forget About Your Brand?
The first law of brand science: people forget everything—including your brand—because forgetting is literally how the brain works.
How small is your shopper’s consideration set?
McKinsey found shoppers consider shockingly few brands—about four for cars and fewer than two for computers.