Every business leader knows how to track what can be seen: revenue, inventory, media spend and click-through rates. But what about the value your brand creates that doesn’t show up on spreadsheets?

Marketing has long struggled to establish a standard measurement for brand value. Quantifying emotional impact in consumers, using AI, could be the next major marketing trend. Companies like Equinox ...

A person's habits, routines, and living spaces reflect their values and priorities. Despite being relatively popular on social media and endlessly talked about in the health and wellness industry, the ...

Evocative advertising may be perceived as the domain of B2C, but ads aiming for an emotional connection are just as effective for engaging B2B buyers, the data suggests. To dive deeper into the role ...