Can You Afford to Be Considered? What Changing Consumer Behaviour Means for Brand Tracking
Consumer behaviour is changing, but is brand tracking changing with it? Colin Auton explores why traditional measures of consideration can miss the situations, needs and barriers that actually shape decisions, and how Category Entry Points can deepen consumer understanding. Consumer confidence is up. Well, sort of. The latest GfK Consumer Confidence Index jumped six points […]
Engagement Bait. When being Wrong beats being Right
Gareth Hodgson explores the rise of ‘engagement bait’ on social media – why content that is intentionally wrong, controversial or misleading can often outperform more accurate or interesting posts, and he explains what this means for brand trust, credibility and long-term audience relationships. You’re scrolling through Insta reels, YT shorts, TikToks, Facebook, X posts (probably […]
Teen Social Media: The Next Big Reputational Test for Brands?
Anthony Shephard-Williams explores why the under-16 social media debate is no longer just a platform or policy issue — and why brands need to understand the permission boundaries around youth marketing, trust and responsibility.
The £0 Invoice: What Halfords teaches us about Brand Perception
Anthony Shephard-Williams explores how two unexpectedly reassuring garage visits challenged his perceptions of the category — and what brands can learn about trust, customer experience and the moments that really make the difference.
Most Brand Collaborations Aren’t Bold. They’re Lazy.
Unexpected brand collaborations often generate buzz, but do they build brands? Andrew Wiseman explores why many partnerships dilute meaning and what brand research can teach us about making them work.
Perception is Reality. A Lesson in Maintaining Brand Strength.
Perception is reality in brand marketing. But what happens when perception and experience drift apart? Gareth Hodgson uses the example of English football’s Premier League to explore how brand research and insight can uncover gaps in positioning and help brands stay relevant.
Cultural Relevance Isn’t Luck. It’s Insight-Led.
How do established brands stay culturally relevant without chasing trends? Using Adidas as an example, this blog explores why insight—not instinct—is the real driver of relevance.
From the Tent to the Table: How The Great British Bake-Off is diversifying consumer choices
Izzy Tooze explores how The Great British Bake-Off shapes consumer tastes and normalises niche flavours. From gluten-free to global fusion, she looks at what the show teaches brands — and insight professionals — about changing food attitudes and behaviour.
Major study of brand-agency relationships launches. Here’s how to contribute.
Mustard has partnered with Brands & Agencies and Agency by Agency to launch the UK’s biggest-ever study into brand–agency relationships — exploring trust, value, and the evolving role of AI in marketing partnerships.
Ultra Processed and Ultra Misunderstood: Why brands can’t afford to sleep on changing perceptions of UPFs
Richard Lomax explores how growing awareness of ultra-processed foods (UPFs) is reshaping consumer behaviour — and what brands can do to stay trusted and relevant.