What brands assume vs. what people actually do.

I turn the gap between what brands assume and what people actually do into brand and creative strategy.

Eight brands.
One question.

Deeply is client work. Others are academic, not commissioned.

Joe & The Juice They assumed: Ads can carry the promise My insight: The counter must prove it first

Victoria’s Secret They assumed: Responding proves change My insight: Inclusion became a selling point

Make It Count They assumed: Awareness stops waste My insight: Stress, no plan, cooking alone

AI Disclosure They assumed: AI labels hurt all brands My insight: It depends what people are buying

Attention & Memory They assumed: Multitasking kills recall My insight: A priority cue can protect it

Case 01 · Client project · Brand messaging · Feb–Jul 2026

Deeply Foods

Brands assumed: Quoting 7.5g of fibre would make people buy.
People actually: Read 7.5g as just a number. A familiar food comparison gave it meaning.
The proof: I tested a 7.5g fibre ad vs a convenience ad on 133 UK adults. The number made no difference.
The strategy: Stop leading with the number. Translate 7.5g into foods people know, like berries.
The creative: Rate My Fibre, an 8-week Instagram series. Followers send a meal, Deeply rates its fibre.

133UK adults in a test I designed and ran

3.8×more views on food Reels, my evidence

+21%likes after Deeply used my direction*

*Public data, conservative comparison. Directional only.