Safety brands

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Safety Brands

Preference is an important measure of brand strength, yet it has many dimensions. One of those relates to safety.

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Label me this


Label Me This

Product labels possess hidden powers, as research tied to a court case over Red Bull proves. Guests Aradhna Krishna, Yann Cornil and Christina Perozzi provide insights.

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Do gooders



Many brands are tying themselves to charitable causes in order to win consumer affection, but is it a good business strategy? Author Anne Bahr Thompson and USC marketing professor Adlai Wertman provide insights and answers.





The recent tragedy of Parkland, Florida is a wake-up call for Americans. However, there's a psychological force working against the cause.

Generations two


Generations, Part 2

A Millennial and an Xer walk into a room. When they leave, we get a podcast. Listen to the second installment of our two-part series on American generations, featuring an interview with bestselling author Neil Howe.

Generations one


Generations, Part 1

Amidst all the noise about Millennials, Xers and Boomers there's a real theory about generations and their power over business. Bestselling author Neil Howe explains it all for us on the latest podcast.

The pitch


The Pitch

When you're making a pitch, your target knows a lot about your tactics. It's called persuasion knowledge. We interview bestselling author Paul Smith, and researchers Kent Grayson and Mathew Isaac for tips on how to wrangle it and make it work to your advantage.