We now have the clearest evidence to date that attention drives brand outcomesâand the implications for digital strategy are huge. In the largest study of its kind, Lumen Research, Havas Media Network, and Brand Metrics analyzed 9,000 brand lift studies to explore the link between attention...
Weâve always said cult brands are built on emotional connection, not just conversions. Now, the data backs it up. A major new report, "Profit Ability 2: The New Business Case for Advertising," was recently released, analyzing ÂŁ1.8 billion in advertising spend across 141 brands and 14...
Thereâs creativityâand then thereâs Cult Creative. The kind of creative that doesnât just market a product but moves people. The kind that becomes part of the cultural conversation. The kind that inspires loyalty not with discounts or gimmicks but with meaning. At the heart of Cult Creative is a...
A long time ago, we started telling stories. Before we had words, we painted our stories on cave walls. Stories helped us make sense of the world before we could explain it. They still do. Weâve been obsessed with stories ever sinceânot just for entertainment but for survival, meaning,...
Iâve spent years helping brands build communities. And Iâve seen time and again that the brands winning today arenât the loudestâtheyâre the ones that become part of culture. One of the most powerful recent examples I came across didnât involve a real spokesperson or influencer.. It involved an...
If youâve spent any time analyzing business performance, youâve likely encountered the Pareto Principleâalso known as the 80/20 rule. Named after Italian economist Vilfredo Pareto, this principle suggests that roughly 80% of outcomes come from 20% of causes. In branding and business strategy, this insight can...
Costco (NASDAQ: COST) just released its latest earnings report, and memberships are booming. Costco now has 78.4 million paid memberships, a 6.8% increase from last year, with an impressive 93% renewal rate in the U.S. and Canadaâeven after a price hike in September. Thatâs brand loyalty at...
Customer loyalty isnât what it used to be. The old days of punch cards and generic rewards are fading, replaced by something far more powerful: AI-driven personalization. Brands like Spotify, Starbucks, and Sephora have mastered the art of knowing their customersâsometimes better than customers know themselves. When a brand...
Customer loyalty isnât accidentalâitâs the result of deliberate strategies that build trust, emotional connections, and exceptional experiences. Amazon, Netflix, and Apple, three of the most beloved brands, each take a different approach but share key principles: customer obsession, personalization, and brand identity. Amazon: The Power of...
We all get stuck. It doesnât matter how smart, experienced, or successful we areâthere comes a time when the ideas stop flowing, the path forward isnât clear, or motivation just dries up. And when that happens, frustration sets in. Adam Alter, in The Anatomy of a...