‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over the right customers

By openly saying, ‘This isn’t for you,’ brands signal focus and specificity. That helps the right customers feel a stronger ...

How TV shows like ‘Percy Jackson’ and ‘One Piece’ fend off the sophomore slump

The marketing experts behind two high-profile TV series pull back the curtain on how they keep their fans engaged during the ...