What business leaders call “customer loyalty” is actually something very different: instinctive brand preference. As part one of this series explained, instinctive preference is a positive bias toward ...

According to eMarkter, most American 20- and 30-somethings have joined a brand-sponsored online community. A survey by the global public relations firm Edelman recently found that 90 percent of ...

Brand preference can be a challenge as consumer culture changes quickly and the strongest brands tend to move at the speed of consumer culture. Brands are expected to take a point of view on topics ...

We tested whether brand-facilitated conversations could decrease the polarization of opinions — and our findings indicate they can. Research has shown that people perceive brand preferences, like ...

It’s no secret that brand affinity — a shopper’s preference for a particular brand — can be one of the most potent drivers of purchasing decisions. For retailers, leveraging brand affinity to ...

The true drivers of brand preference are hidden from view. Most current marketing approaches don’t reveal them. Companies are spending millions of dollars to understand consumer motivations but still ...

Established brands can fall into a rut of talking, marketing and thinking about themselves in a certain way. However, a brand's positioning drives most business decisions and actions, including those ...

Imagine the strongman game at the carnival. You lift the sledgehammer over your head and swing it down onto the platform. When it strikes its target, a metal cylinder rises up and up—20 feet up the ...