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.

The 80/20 rule is old—1896 old—but new data from 330 companies shows Pareto’s math doesn’t hold up quite the way we think.

Antenna found that rich or poor, we skip—or sit through—ads in about equal measure.

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.

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