When brands betray us

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Research

When Brands Betray Us

At the root of the Harvey Weinstein scandal is a very real sense of betrayal. A new study explores how consumers react when their brands fail them catastrophically.

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Equinox made me do it

Research

Focused and Fit

Knowing whether the glass is half full or half empty makes all the difference in messaging to your target audience

When donald met chuck

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Branding

When Donald Met Chuck

One of the biggest political headlines this week offered a case study in a frequent brand challenge

The thing to fear

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research

The Thing To Fear

Fear is on the rise. Conventional wisdom suggests this is bad for brands and for marketers. But new research suggests otherwise.