84% of purchase decisions are made before shopping even begins, according to new research tracking 1.2 million consumer journeys across 200+ categories, meaning that by the time your prospect actively shops, the decision is already made.

Over months and years, your favorite and not-so-favorite brands build neural pathways beneath your conscious awareness so that when the buying moment arrives, what feels like a rational choice is actually the echo of impressions accumulated long ago.

Corporate identity is more than your logo and color scheme. It is the entire ecosystem through which your organization presents itself to the world. While brand identity focuses narrowly on customer perception, corporate identity encompasses much more, including how employees, investors, and the broader public understand who you are as an organization.

Rationality can be viewed as goal-dependent; a belief that harms truth-seeking can still be rational for preserving social ties if social ties are valued more than the truth. Overconfidence thrives when forecasts aren’t recorded; smart people misjudge the future, in part, because they seldom track or audit their own predictions.

Co-branding represents one of marketing's most seductive opportunities and one of its most treacherous. When executed brilliantly, partnerships can catapult your brand into new cultural conversations, unlock previously inaccessible audiences, and confer instant credibility. But the same mechanism that amplifies can also diminish. Your carefully cultivated brand identity can be absorbed, overshadowed, or, worse, forgotten entirely if the partnership lacks a strategic framework.

Welcome to the digital high school cafeteria where everyone competes for attention with louder claims, flashier presentations, and more outrageous promises.

Have you joined the performance circus or are you building something serious?

When faced with a deluge of information, many a marketer will fall prey to the data dredging trap, leading to drawing false conclusions from the random patterns that appear. Those patterns can appear remarkably convincing, especially when analyzing multiple variables simultaneously. This "data dredging" effect explains why so many research findings fail to replicate and why misleading correlations flood social media and information outlets

What is most interesting is that we are seeing the shift from making great ads, hoping people remember you later when it's time to buy, to being present in the precise moment someone decides to trust a recommendation, either from an algorithm, a human, or both. When AI recommends Cetaphil on the spot, people buy. Not because they were manipulated, but because they were helped.