Murder. Treachery. Backstabbing. Banishment. Double bluffs. Lies. Cash. Spooky Highland castle. Claudia Winkleman in tweed… What’s not to love?

If your office is anything like ours, The Traitors is top of the agenda when it comes to watercooler chat. Before we go any further, don’t worry: no spoilers here. You can safely read on.

It’s no surprise we love The Traitors so much. It has all the trappings of great event TV: twist and turns, with the trajectory changing completely off the back of a throwaway comment or action. It lays human nature bare, revealing people’s insecurities, self-delusions, and how devious they are willing to be. It makes us feel included and smart as a viewer (“how could they not see it?!”), fuelling numerous conversations, theories and hot takes. It’s also pure escapism in dreary January, and a safe way for us to embrace the dark side.

The format isn’t without its flaws and frustrations, as Richard Osman recently outlined in the podcast The Rest is Entertainment: if you’re deemed too smart you get instantly voted out; too different or too big a personality will get you banished early doors; traitors can be replaced at any point, so the first few weeks are essentially meaningless… But despite all this, we as a nation can’t help but find it utterly compelling.

Anyway, after getting sidetracked by debating among ourselves who would make the best Traitor, all this chat has made us consider what brands and marketers can learn from The Traitors. We think there are four main take-outs:

1. People are ultimately loyal to themselves above all else. The concepts of loyalty – and trust – are fragile and vulnerable, and people don’t care about your brand as much as you do. A sobering but important reminder.

2. First impressions count. Brands get hung up on distinctiveness and USPs but the reality is that being likeable, consistent and mainstream gets you a long way. Social proof is a powerful thing.

3. Risk can be rewarding. Many players fail but the best ones use these moments to reflect and refine their strategies. Not all risks in business will succeed, but failures provide valuable insights, and brands that embrace this mindset foster innovation and resilience.

4. The value of observation. Of course, as researchers we would say this. But it’s certainly true that players who are observant, weigh up the evidence and take their time are likely to get further than those who get caught up in the emotion of herd behaviour. Brands that closely observe and understand their customers are more likely to be able to predict market shifts, spot opportunities and stay ahead of the competition.

That’s it for now. Farewell Faithfuls – or hwyl fawr, as we say in Welsh (did we mention we’re from Wales? You can trust us…)

Katie