Who knew Kendall Jenner, a can of soda and a staged protest would be such a recipe for disaster? Certainly not Pepsi’s creative team, who are responsible for that spot. While the ad clearly missed the mark, it’s also a cautionary tale of the power of the crowd, and the tendency to revel in outrage.

According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?

Research has found that waiting longer periods of time or travelling further before writing an online review makes people speak more favorably about a restaurant. Reviews are important in customer decision-making and these findings could influence when restaurants should ask for feedback.

All over the world, the Parisienne way of life is a classic point of reference, encompassing a rich yet balanced diet, impeccable dress sense and a natural sense of beauty. Why is the French art de vivre still so fashionable? And how are the country’s female entrepreneurs exporting this lifestyle?