Greetings from Chicago where the thermometer registered -20 degrees Fahrenheit, which is -29 Celsius. When you add in the wind chill, the numbers are -50 and -45 respectively.

It’s a day for deep thoughts and warm wishes. And, of course, it wouldn’t be a grand occasion without the requisite trending hashtag and brand hijacking.

As temperatures raced down #PolarVortex2019 mentions spiked up with 1,076% lift on the 28th and 2,760% on the 29th before cooling down to 128% on the 30th.

With a house full of kids off of school and a brain full of ramblings off the rail, I’ll keep this short and sweet.

When the cold wind’s a blowin’, consumers can get enflamed.

Some seek a higher ground, some seek a brand to blame.

Don’t get caught in the crosshairs, your values will set you free.

Position yourself towards the light, and reference our decision tree.

Now it’s time for more handey thoughts with 4C’s Insights.

Get the rest of 4C’s Insights Volume 144 here.