Brand perception is increasingly central to how consumers decide which products and services to trust and purchase. As ...

The history of LGBTQ+ brand support/allyship has been a roller coaster. Historically it had been considered risky for brands to express support for the community and whatever support there was, ...

Getting married, starting a family or buying a new home — milestone moments like these signal the beginning of a new chapter and compel us to reprioritize what matters most. As our needs evolve, so do ...

In a recent article, we showed that measuring a brand’s customer surplus value, or the dollar value customers feel a brand delivers, helps predict which customers will remain loyal and which are ...

Comeback narratives have long captivated and compelled us. Think Rory McIlroy reclaiming his Masters win or Rocky Balboa. These aren’t just stories of success—they’re stories of grit and ...

40% of consumers support brand trend participation, but 33% find it embarrassing. Authenticity and cultural relevance are critical for successful trend engagement. Brands must act within 24-48 hours ...