Collins' latest insights focus on what he terms the "Beyoncé Effect" the ability of brands to forge deep, lasting connections with consumers by tapping into cultural currents. "Like Beyoncé, brands can cultivate a devout following by resonating deeply with their audience's values," Collins explains.
Recent findings expose a trend among UK retail marketers, who risk customer dissatisfaction and dwindling revenues by allocating marketing spend to low-stock items.