Cheat Code: The marketing superpower of turning the positive into a negative

Professionally speaking, we marketing cats are a pretty upbeat bunch. Our jobs are centred around putting whatever product we’re being paid to represent in the brightest possible light: the newest, the fastest, the lightest, the cheapest, the one the coolest kids already have. Accentuate positives and eliminate the negatives. Don’t mess with Mister In Between.

However, with consumers’ attention pulled in every which way, achieving cut-through with upbeat, positive comms can be a major challenge, especially when every other brand is doing the same thing.