Retellability TestDiagnostics
Diagnostics
Short reports on how brands are being retold. Each one takes a single brand, looks only at what other people and machines have already said about it in public, and scores two things.
- Brand Readiness is a 0 to 100 scale for how well a brand is built to be retold by other people and machines.
- Brand Rendering is a 0 to 100 scale for whether it actually is being retold, accurately and favorably, by those people and machines.
Everything is measured from the outside. No access to the company, no internal data, no interviews. Just what a stranger or a machine could find.
Sunscreen, July 2026
- Supergoop!. 56 Brand Readiness, 73 Brand Rendering. Retold more than it is built to be, and for a fact about one product.
- La Roche-Posay. 62 Brand Readiness, 80 Brand Rendering. A thin brand world, but the strongest retelling in the run.
- Up&Up. 18 Brand Readiness, 33 Brand Rendering. Chosen without ever being talked about by others, and the only brand of the five that machines didn't surface.
- Coppertone. 51 Brand Readiness, 47 Brand Rendering. The best-documented brand in the category, and not the one machines recommend.
Vacation was scored in the same run and is still to be written up.