For a mainstream TV programme, The Traitors has pulled off something rare. It's turned paranoia, backstabbing and psychological manipulation into appointment television for everyone from grandparents to Gen Alpha.
The murder-mystery reality show has become a global phenomenon, with different versions being produced in 35 nations and counting (though we think the UK version is the best). And while much of the attention goes to the scheming and personalities, the show’s branding plays a huge role in why it works so well.
