I love this take, but then, I am an optimist (as I think a lot of us who work in brand are)! How do you balance a perspective shift lens with the growing pessimism/nihilism online? Or is it about an optimistic perspective shift in strategy, and you can use tone to balance how you execute in places like social where everyone loves a cynic and a hot take?
Thanks for the question! Yes exactly. Worth separating strategy and tone. A strategy needs people to do something – buy, support, donate – so you need to take whatever they see as a barrier and shift their perspective and show them the opportunity. But the tone doesn't need to be optimistic. If you take the example of sayyyyy Extinction Rebellion – they need people to feel like even though the world is ending, there is something they can do about it. They can protest, donate, organise to ensure the future of the earth. But their tone isn't positive. It's loud, angry, rallying.
"Because the right words don’t just describe a product or solve a problem – they redefine what’s possible." That's where us writers need to be 👏🏾
I love this take, but then, I am an optimist (as I think a lot of us who work in brand are)! How do you balance a perspective shift lens with the growing pessimism/nihilism online? Or is it about an optimistic perspective shift in strategy, and you can use tone to balance how you execute in places like social where everyone loves a cynic and a hot take?
Thanks for the question! Yes exactly. Worth separating strategy and tone. A strategy needs people to do something – buy, support, donate – so you need to take whatever they see as a barrier and shift their perspective and show them the opportunity. But the tone doesn't need to be optimistic. If you take the example of sayyyyy Extinction Rebellion – they need people to feel like even though the world is ending, there is something they can do about it. They can protest, donate, organise to ensure the future of the earth. But their tone isn't positive. It's loud, angry, rallying.