EVERY SO OFTEN SOMETHING GETS PICKED APART IN PUBLIC...

Most of the time it's a brand everyone already knows, examined closely enough to see exactly where the nerve held, or where it didn't. Not always a failure, though. Sometimes the more interesting question is what a business got exactly right, and why so few others manage it.

Not always one brand, either. Sometimes it's a pattern showing up across an entire industry. Sometimes it's smaller than that: an observation that doesn't fit anywhere else, but earns its place regardless.

The name suggests something clinical. In practice it's closer to attention, paid properly, to whatever's worth paying attention to that week. There's always a learning in it, whether or not there's a body on the table.

If you want to discuss your brand, that starts by emailing lucy@ibali.co.uk