the journal

Most brands think they know their customers. The best ones actually ask them. This post explores why creating dialogue isn’t just a nice-to-have but a strategic advantage - from uncovering copy gold and spotting loyalty triggers, to shaping new products and fixing campaigns that miss the mark. You’ll learn when to ask, how to ask without being annoying, and why the answers you get could transform your messaging, marketing, and customer experience.

As of 6th April 2025, new laws are cracking down on paid-for praise, cherry-picked testimonials, and those too-good-to-be-true ratings clogging up your feed. This isn’t just a win for consumers — it’s a long-overdue shift towards fairness and transparency for businesses who’ve been playing by the rules. Here’s what’s changed, what’s banned, and what you need to do to stay on the right side of the law.

Too many brands are creating campaigns that fall flat because they forget to ask one vital question: So what? Here's how to build brand strategy rooted in insight, not guesswork — and what to do if you don’t have the time to do it yourself.

We love the idea of saving the planet, just not enough to ditch next-day delivery. While sustainability dominates headlines and hashtags, most consumers still shop with their eyes (and wallets), not their values. This post unpacks the uncomfortable truth behind the 'green gap', why leading with sustainability rarely sells, and what actually works when marketing eco-friendly products to a British audience. Spoiler: it’s less about carbon footprints and more about good design, great copy, and making the sustainable choice feel like the obvious one.