Brands that evolve their identity thoughtfully and strategically thrive in the digital age, where perception drives value and ...

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.

Humans have been making rapid judgments since the dawn of time. We have an innate ability to assess situations around us and make fast decisions based on these observations. The same applies to our ...

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 ...

Katherine Haan, MBA, is a Senior Staff Writer for Forbes Advisor and a former financial advisor turned international bestselling author and business coach. For more than a decade, she’s helped small ...