Optimism in Brand Planning

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Many perceive automation as a reducer of jobs. And for plant workers, robot is a bad word – one causing nightmares. As America and Europe begin to change over from a fossil fuel economy to a natural energy economy, folks worry jobs will decline. When 1/3 of all moving parts in a car are lost due to more efficient electric car component, that’s a negative tick mark on the jobs ledger. But this and other automation advances do offer great upside.  Electric cars will not simply be combustion cars with batteries. They will be appliances. Appliances that drive themselves. The appliances market and the things they plug into will generate lots of new jobs. Perhaps more than those lost.

I’m pretty pumped about the future. Most brand planners are. We have to be optimistic – it’s our job. And a good job it is. A healthy job. The problem is, if there is one, what do we do with all that positive energy when our brand optimism isn’t requited? Or falls short of reality. Well, then we keep on grinding. We keep on proving. And searching. But we don’t give up. (I still sweat brand strategies I wrote 20 years ago.)

Optimism is our job. The Fear, Uncertainly and Doubt pop marketing gambit of the nineties is not where brands need to play. We needn’t be Pollyannaish, either, but we must always look to the light.

It’s a brand planning fundie.

Peace.