Optimism and Pessimism.

I ask a lot of questions. It’s the trait of a brand planner. Questions are always about learning but when all is said and done they resolve into one of two types of strategy: optimistic or pessimistic. Back in the day working in the tech sector there was an acronym FUD which stood for Fear, Uncertainty and Doubt. It drove strategy for IBM and lots of other tech companies selling hard- and software. Pessimism.

For me, positive is the grail in marketing. It may seem Pollyanna-ish but is a quicker way to the heart and mind. That said, it’s not an easy path. A strategy for a home security system might seem most effective when the grim reaper is lurking in the bushes. Conversely, a smiling sleeping face on the pillow doesn’t stand out and it’s poor tradecraft. Positive is hard (unless you’re Corona or a travel marketer.)

For pessimism we have cops shows, thriller novels and news radio. Pessimism is all over the place. “Fail at school and get a bad job.” “Smoke cigarettes, hack up a lung.” “Work in construction, sue the city.”

I’m no Maslow but I think it’s safe to say brand planners who spend time in positive land are more apt to garner favor and loyalty with consumers then are their negative-focused counterpart. So wash your hands and go be positive. Peace (not war).

 

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