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 […]
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.
Another “banger” or tone-deaf? What Samsung’s dance into Financial Services tells us about brand trust and brand stretch
Samsung is launching a US credit card with Barclays. Is this smart brand stretch or a misplaced step? Richard Walker explores what it means for brand trust, ecosystems and customer insight