By Rob Kavanagh

The news is mostly negative. And though we hate to admit it, we love it. We crave feel-good stories but wolf down the bad stuff twice as fast – like bones being removed from kids’ sweets; arguing about the colour of passports; or whether a royal baby’s name is within brand guidelines. We’re naturally drawn to the divisive.

But brands are always drawn to the good news. The happy events. Because it’s safer to jump onto a bandwagon crowded with smiling faces to share your quick turnaround tactical ad. Yet it’s often overcrowded with humblebrag platitudes. How many brands did we Read full story ›

Source: The Drum