I think positivity is a word…it’s just hard to use in a sentence. As a principle for brand planning though, it’s a good word and should be used more often.
There are lots of different kinds of people in the world — and many greys. But it’s a universal truth that people who share the positive are more enjoyable. It’s hard to enjoy negative. As we search for brand planks for our brands – the supports and proof(s) that create brand allegiance and value – it is a good idea to focus on the positive. Some might look to create a positive that fills the void of a competitors negative, and that’s not an ineffective approach, but it may relate to a non-endemic value of your brand; a second language as it were.
Don’t sell against other’s weaknesses, sell your strengths.
Social commentators are important. Improvement is important. That said, it’s very mother-in-law like to focus on making things better. Positivity is worthy. Peace.