Neil Young’s new album has a rather apocalyptic track called Human Race. Many of today’s social commentators seem obsessed with negative goings on. Climate. Politics. Covid. The list rolls on. There are, indeed, lots of reasons to be negative. I get it. My friend Donald hasn’t tweeted a nice thing about American politics in years. The evening news is 92% bad stuff, one puff piece.
There’s a miasma of negativity surrounding us. It’s deafening. Yet life goes on. We try to be healthy, tell jokes to lighten the moment, and search for light.
One place positivity is quite important is branding. (Didn’t see that one coming, did you?) Planners should always be looking for the light. For the promise of goodness, success and perhaps a touch of elation. That’s how I run my brand strategy practice. Lot’s of planners look to solve problems. I get that too. It’s easy lifting. Many marketers looking to branding solutions are trying to fix things. But positivity is my jam and I like to think it makes for the best brand planning.
Find a positive brand objective. Seek out a positive consumer motivation. Bathe your discovery in warmth, consumer pride and satisfaction. We have lots of time to be solemn. Our job it to position brands around hope and positivity. Not the meh.