Brand Optimism Part 1: Rays of light

As we navigate the year’s gloomiest months we’ve been thinking about optimism. The theory goes that optimism is a self-fulfilling prophecy. A positive outlook on life leads to being open to possibilities. This leads to working harder to overcome challenges. So expecting good things means good things are more likely to happen.

But this isn’t easy when the days are so gloomy and the news is so dark. Right now we need helping hands to see the bright sides. As Professor Dumbledore says, ‘Happiness can be found, even in the darkest times, if only one remembers to turn on the light.’ This is something brands can help with.

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A caveat – brands are no angels. They exist to do a job for businesses. They’re a tool for keeping the wheels of commerce turning. Optimism is a positive side effect of this. Yes brands can do harm by causing dissatisfaction and overconsumption. But they can do us good too.

Some of the most memorable and meaningful brands also happen to be the most optimistic. Nike’s Just Do It. Tesco’s Every Little Helps. Dove’s Real Beauty. Johnnie Walker’s Keep Walking. Of course these messages are to persuade us to open our wallets. However they also give us much-needed doses of optimism.

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These messages feed positivity because we’re narrative creatures. The hope that tomorrow will be better than today is what makes us tick – looking forwards, believing in better, following change, breaking down barriers. Brands depend on and spread faith in all this good stuff – progress, innovation, community, humanity, hope.

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Like icing on a cake, optimism completes brands. Product gets the job done. Price pays the bills. Optimism is the energy that keeps a brand fresh, relevant and always moving forwards.

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At Bloom we make this happen by putting a positive Driving Belief at the heart of positioning. It doesn’t have to be a world-changing purpose. It just needs to believe in a simpler, easier or better tomorrow.

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