Apophenia in D Minor.
Something they don’t tell you about running a business is the mild case of Apophenia you suffer - the tendency to perceive meaningful connections between unrelated things.
Latest blog posts
What sweeties do you share?
We recently held our 'year so far' and strategy catch-up day. A regular commitment where we review the year and discuss what's next together.
42 ways to look after yourself
Whatever ‘hat’ you have on at any given time, make sure you tend to yourself too.
TEDx: The morning after...
A stellar job right across the board and I hope they all are feeling rightly satisfied with their achievement.
Apple or Orange?
What does a mix of home and studio working life actually mean?
Stories with real spirit.
When working on new spirit brands with our clients, it is vital that we look to uncover what is specific to their story and personality as a catalyst for the creative approach we take.
A Scottish Larder Story
Reflecting on the work we have been fortunate to be part of this past year and continue to be involved in.
Brand Strategy Step 1 - Goodwill Hunting
Your brand is what other people say about you when you’re not in the room. What are people saying about you?
From Historic Castles to Heritage Breeds
A snapshot of some of the work FortyTwo have done recently with rural businesses looking to diversify and expand into new ventures.
