Brand health research for investors and brand owners
Sales tell you what happened. Belief tells you why.
BeliefCo. reads what customers believe about a brand, how deeply they hold it, and which way it is moving. Then we tell you which part of the experience is causing it, and what would change it.
Read: Tesla is two brands nowTalk to DanWhat we do
Every read answers three questions.
We work from what people actually say in public, read post by post. Every finding links back to the original posts, so you can check it yourself.
Who believes what
The tribes around the brand: who is for it, who is against it, what each group believes, and how big each group is.
Why
Which part of the experience is building belief and which is costing it: the product, the price, the place, the look, or what people hear about it.
What next
Our call on where the brand is heading, the signs that would prove us wrong, and what to fix first.
How it works
A belief is the meaning a person gives to an experience.
Change the experience and you change the belief. The deeper the belief, the bigger the experience it takes to move it.
Latest brand read
Tesla is two brands now.
3,617 public posts, read and coded. One brand is an identity fight over Elon Musk that cancels itself out. The other is a tribe drawn in by one feature, self-driving. It is the biggest tribe, and most of its belief is still low gravity.
Diagnosis · October 2026
Five tribes. One reason to stay.
- Self-drivers are the largest tribe, at 32% of posts that took a side
- Leavers and flag-bearers are almost the same size, and pull in opposite directions
- Owner complaints on Trustpilot rose from 74% to 90% of reviews
What we will and will not claim
- We read belief from what people say in public. People who never post are invisible to us, and we say so in every read.
- We do not sell a black-box sales forecast. We make a dated call on where a brand is heading, name the signs that would prove us wrong, and re-read the brand at 90 days.
- Every figure can be traced to the posts behind it.
About Dan
Dan Craddock, founder.
Dan trained at Guinness, Heinz and Coca-Cola, then worked as an interim marketing director and turnaround specialist on brands that were stuck. He rescued Harp at Guinness, made Oasis the fastest-growing brand in Coca-Cola's UK portfolio, returned Hovis to growth, and repositioned Maximuscle before GSK acquired it for £162m.
The pattern across all of it: when a brand stalls, the cause is almost always a belief. BeliefCo. turns that judgement into a repeatable read.
Brands include Guinness, Harp, Pilsner Urquell, Kronenbourg 1664, Heinz, Oasis, Lilt, Burn, Hovis, Jus-Rol, Maximuscle, MoneyGram and Philips.
Contact
Name a brand. We will read it.
If you hold, cover or run a consumer brand and want to know what its customers really believe, get in touch. The first conversation is 30 minutes and costs nothing.