How Car Companies Decide You’ll Ride a Mustang or Catch a Tiguan When Volkswagen developed a smallish S.U.V. to meet the segment’s growing demand, it faced a challenge: The truck had no name. A car’s name is crucial — it … Continue reading The car name is…
Coca-Cola to sell smaller bottles at higher prices in response to sugar tax Coca-Cola is to use smaller bottles and sell at higher prices rather than alter its famous sugar-laden secret recipe, while Irn-Bru faces a growing consumer backlash over … Continue reading Less sugar for better health
Untrustworthy memories make it hard to shop ethically Imagine a shopper, Sarah, who is concerned about child labor and knows about groups like the Fair Wear Foundation that certify which brands sell ethically produced clothing. Hours after learning that fashion … Continue reading What are your ethical brands?
Predicting success in startup consumer brands Nearly three years ago, Saar Gur and I wrote about how early-stage consumer product companies were overlooked by venture capitalists, but had the potential to create breakout success. At the time, VCs largely shrugged … Continue reading Which brands will be successful?
How People Came to Believe Blueberries Are the Healthiest Fruit Jim, I don’t like blueberries. Sometimes when I tell people that, they say, “but they have antioxidants!” If I never eat blueberries, will my life be shorter, or more oxidized … Continue reading Adding the perception of health
How Facebook’s Oracular Algorithm Determines the Fates of Start-Ups No one would mistake Ben Cogan and Jesse Horwitz for “brogrammers,” the jockish male coders swaggering across the tech landscape. Nor are they hustlers, the relentlessly outgoing types who quit their … Continue reading Microtargeting
How Retailers Use Personalized Prices to Test What You’re Willing to Pay Have you ever looked up flights or hotels on an app on your phone, only to open your laptop and see different prices?That’s exactly what happened to me … Continue reading To overpay for almost everything