The options markets have become enormous and are large enough that even long-term investors have to pay attention. There's a ton of madness that happens in options markets and its a favorite for traders. Watching the large and unusual options trades being placed every day can offer traders and investors an edge but its costly, time consuming, and complicated. If you have the skill, congratulations, if you do not but want to gain an edge, considering subscribing to an options trading and research service could be an answer. Today, I discuss the craziness that happens in the options markets and how to sift through all the volume to uncover great investment and trading ideas. I use this service as a compliment to our internal research on Brands and the information is very helpful when I'm looking for active trading around the core brands portfolio, to see when the big money is beginning to get more bearish, and to identify when strong options flows can add more confidence to adding to core long ideas in the fund. You can check out James' options and commentary service here: ⁠https://jamesbulltard.substack.com/⁠ You can follow him on Twitter @jamesbulltard7 For more information on building a portfolio of the most important, blue chip brands and the emerging brands that could become the next Mega Brand, go to: ⁠https://www.globalbrandsmatter.com/dynamic-portfolio⁠