This year, consumer confidence numbers indicate that the highest and lowest income consumers are converging in cautiousness.

Brand fidelity essentially translates to the strength of the brand bond with consumers.

Balancing authenticity and action is difficult. One tip: Know that identity is complicated, intersectional, and fluid.

To evaluate brand health, replace your vanity metrics with ones that offer real insights.

Brands have been copying what has unofficially become the TikTok rule book. Top offenses include paying an influencer to dance with your product.

Stores should also be thinking about "extra" services that let consumers get more out of the physical shopping experience, like salon treatments.

For example, use more video -- and invest in creating a strong brand image.

Extending a few toddler parenting lessons to the world of brand management can ease the anxiety of daunting decisions. Here's a brief guide to help build your risk confidence.

Brands can develop hyper-targeted content that creates genuine connections with consumers via integration of digital technology and print.

For example, livestream shopping offers consumers a new (and convenient) way to interact with brands, fostering an enhanced sense of connection.