Why Is This Book Yellow? Reveals Only One Out of 73 Megabrands Is Consequential To Consumers

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New research finds iconic brand status may not unlock success in the AI recommendation economy. NEW YORK, Nov. 11, 2026 /PRNewswire/ -- Some of the world's most recognizable brands have a problem: people know them, but that doesn't necessarily mean they would recommend them, defend them or miss them if they disappeared. That matters now that human momentum drives brand success, and AI recommendations feed on it. New research featured in Why Is This Book Yellow? (YellowJacket Press, available November 10, 2026), a new book by advertising and PR agency veteran, marketing futurist and entrepreneur Loretta Markevics, challenges one of marketing's most enduring assumptions: that becoming iconic is the ultimate measure of brand success.