Ideas we are confident about at time of writing.

A thorough examination of the gap between what brands say they stand for and what they actually do on a Tuesday, with recommendations that are difficult to disagree with and equally difficult to implement. Includes a self-assessment tool that produces a Purpose Coherence Index score, which will make you feel something unspecific.

When Orion's Belt enters a whooping configuration with Leo, an astronomical alignment that occurs roughly every eighteen months and produces a measurable uplift in audience receptivity to confident brand communications, marketers should move quickly. This is a brand confidence window. Bold creative, ambitious claims, and posts with exclamation marks are all cosmically supported. Do not waste it on a carousel about your company values.

We walk through the five most common attribution models, explain why each one is technically correct, and conclude that the right answer depends on factors unique to your situation that require a consultancy engagement to resolve properly. The article is free. The engagement is not. We consider both to represent good value relative to their respective costs.

Mercury Retrograde is widely misunderstood in marketing circles, primarily because its effects are not scientifically documented. However, the number of clients who have mentioned that something went wrong during Mercury Retrograde is statistically interesting in the sense that several people have said it unprompted, and we consider that directionally significant. This article tells you what to delay, what to accelerate, and what to blame on Mercury rather than your segmentation.

Our quarterly Foglite™ report on UK brand health. This quarter: buzzword saturation in financial services reaches 141%, purpose drift accelerates in consumer goods, and three separate FMCG brands are now describing themselves as "ecosystems" without apparent awareness of each other. We have mapped all three on the same axis. The chart is chaotic and somehow clarifying.

BRIDGE™ stands for something we finalised after the first client engagement it was applied to, which is a development order we are at peace with. The framework addresses the structural challenge of serving two distinct audience segments simultaneously, a situation most growing brands encounter and most brand strategies acknowledge in the discovery phase and then set aside until things become urgent.

Our annual trends report, compiled from Foglite™ data, industry conversations, celestial indicators for Q1 through Q3, and a significant amount of reasonable assumption that we have not explicitly labelled as such. Fourteen predictions. At least four will be correct. A follow-up in December will identify which four, retrospectively and with apparent foresight.

The Full Moon in Scorpio produces what we call in the Calendar an "emotionally volatile audience window." Posts published in this period receive engagement, but the nature of that engagement is unpredictable in ways that are difficult to explain to a board and completely avoidable by scheduling nothing for two days. We have padded this insight into a full article. It contains this paragraph and eight others of similar density.

The Brand Confidence Index measures the gap between how confident a brand sounds in its communications and how confident it has any documented reason to be. High scores indicate either genuine brand strength or sophisticated vagueness. Low scores suggest either admirable honesty or poor copywriting. We are currently developing a methodology for distinguishing between these cases, which we expect to publish in Q2 2026.