I often use the word “celebrate” when talking about branding. It’s a great word. Once you have your brand idea and planks together, spending money and calories celebrating your product, service and/or customer is the best way forward. A great many ads and sales schemes focus on tearing down competitors. Consumers don’t appreciation that. They appreciate and gravitate toward the positive. “If you don’t have something nice to say…”
When it comes to advertising, too often we build ads that people like. By celebrating the above, we are building up products people like. There’s a difference. One can imply a negative, so long as it’s done by superimposing a positive. One of my favorite ad sayings is “make them feel something, then do something.” Feeling good is good. Peace!