In my work as a brand strategist revealing the intersection of psychology and marketing, I have found that the most effective marketers have an intuitive grasp that science is now beginning to prove.

Light, Nicholas; Fernbach, Philip M. Keep It Simple? Consumer Perceptions of Brand Simplicity and Risk. Journal of Marketing Research (JMR). Dec2024, Vol. 61 Issue 6, p1152-1170. Evoking simplicity in ...

When we talk about brands, we often highlight logos, packaging, pricing, or advertising. But behind all these is something deeper—beliefs. A brand is not just what it sells; it is what people believe ...

Waiting expectations matter. Customers are more frustrated by unexpected delays than by long waits. Gaps break loyalty. When reality doesn’t match expectations, customers feel regret, complain or ...

Learn how business leaders are doubling down on proven tactics—from customer-driven content to smarter data use—to stand out in a crowded market. The Fast Company Executive Board is a private, ...