the 24/7 retail mistake - CVS needs to read this
guest blogging - joining the PB team

facts don't inspire

Facts inform.

Optimism Inspiration comes from an emotional place.  Sure, it needs some grounding in reality in order to feel authentic, but inspiration often needs little more than basic substantiation.

This is where the 24 hour news networks run into trouble.  Facts do no inspire, do not drive ongoing viewership.  Emotional perspectives are far more effective.  And so they often become instruments of perspective rather than reports of the news.

This is where Israel runs into trouble.  There looks to be little room to argue the facts or present historical context when a soundbite or image pulls at your heartstrings.

This where brands need to rethink their value proposition in the months ahead.  Pragmatists may see short-term wins as "value brand" in a down economy, but where will they be once we can afford to spend emotionally?  Once we aspire for more?  For greater? Once we resume spending emotionally?

To that point, how will Obama keep his sunny outlook and inspirational cheer for change and hope while dealing with the pragmatic reality of the presidency?

When real messages find themselves face to face with emotional nonsensical drivers like the Pepsi rebranding video below, what chance does stark reality have without an emotional driver supporting the message?

Kudos to Joanna Pena-Bickley for sharing the Pepsi message and inspiring me to pull this post out of the hopper.