These brands inspire us with what is possible. They urge us to do better. They prompt us to re-frame our current situation into a more positive narrative and give up any existing internal negative plots for more positive paths. Whether it’s a glib shot-in-the-arm or a more meaningful prod to follow our dreams, these brands are offering a civil dimension to their communications. Encouraging brands provide the kind of stimulus we are looking for in times like this: where pessimism is running high and we are looking for an external sign that they can get better.

Boots Wishing us well

Pepsi Relentless pursuit of a dream

London Pride Talking about their namesake

Adidas Breaking down pessimism

Honda & Amex Talk a lot about dreams. See previous post

Microsoft Prompting people to pursue

Nike Giving us the poke we need