The brands people most warm to tend to be ‘for’ something, not ‘against’ something. Their narrative shines light on the positive outcome they crave. Encouraging you too to love the positive change they’re driving, so you might just help them on their way.
Seedlip’s narrative is not that alcohol is bad. Seedlip makes non alcoholic drinks better. That kind of thing.
Knowing this, if we take a look at Just Stop Oil (and avoid polarisation around, ‘Get off that snooker table, you nob’ versus, ‘They’re actually stopping us all from dying’) – maybe Just Stop Oil shouldn’t be called Just Stop Oil. Maybe they’re trying to appeal to us in the wrong way. Maybe their narrative is just too negative to cut through in the way they want.
Marketing can be moany. You can be moany. And me. We should avoid that. Because the brands people most warm to tend to be ‘for’ something, not ‘against’ something.