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.

Thinkbox found multi-channel campaigns really do work—each medium boosts another by about 8%, with TV leading the pack.

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

Kantar found that how often—or where—you show your brand in an ad doesn’t actually boost recall. Yowza.

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

One veteran fMRI researcher says the field’s at risk—because brain-scan follow-ups barely match the original results.

ISBA found that half of every programmatic pound never reaches publishers—it just vanishes into the ad-tech ether.

Big data promised perfect prediction—but Covid reminded us some ‘surprises’ were clearly on the radar all along.

We think car buyers are fiercely loyal, but most switch brands far more often than marketers—or Steve Ballmer—would believe.