On the cover of Time Magazine last week, a story about the current state of women caught my eye. The major finding seems to be that women feel powerful but less happy.
On the road to emotional branding, every laddering exercise leads to self esteem. The question is, which rungs do we follow to get there? So many products and campaigns we have seen ultimately emphasize smart choices and savvy choices, which I think fare well in these economic conditions. But looking, always, at what is next and more resonant, I recommend we address the happiness and offer positioning and products that enhance enthusiasm and bring joy to the consumer, even in small ways, rather than so often merely reinforcing the sense of empowerment and intelligence women already own. Hershey has done this with a new campaign for their chocolate kisses. It’s all about plain and simple and happy. And, as my exuberant six year old son often exclaims: Who doesn’t love that?