What it takes for brands to be lucky

Finding optimism in dark times can take an extra push. However, digging deep can be rewarding, both for individuals and brands.

In two recent articles for WARC and Creative Moment, our Chief Strategy Officer Morgan Holt explores how positivity is one of the key components of a brand that stands out.

An excerpt from the article in WARC:

Stagnation can be toxic to economies. A resignation to merely keeping our heads above water reinforces a reluctance to innovate. Industries that pause too long are industries that are ‘quiet quitting’.

There is a new tone creeping into the brand language – a practical kind of optimism. The anger once felt at incompetent institutions is being replaced with a roll-up-the-sleeves attitude of positive action. Nestle stepping up its efforts in circular economy, P&G is promoting plant-based diets, E.ON and Shell are showing struggling businesses how to reduce their energy use.

Follow the links below to learn how other factors like luck, caution and compassion will play a role in brand success in 2024.