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BE Illuminated

How to Make a Brand 'Stick': The Heinz Ketchup Conundrum

by Laura Turbay

2022-05-26

Behavioral science helps illuminate why some brands are stickier than others.

Behavioral Segmentation: A New Approach to Defining your Customers

by Laura Turbay

2022-05-10

What is behavioral segmentation and how can it help companies better understand consumer motivation and behavior?

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