Hasta La Creative!

Brand strategists are supposed experts at finding common ground. It’s our job to look at a target and find the narrative that individual consumers, with their varied tastes, aesthetics, styles and beliefs, will coalesce around. We know we’ve met with success when we’ve created something that transcends differences to captivate and invite people to belong.

This past election has shown us that America is struggling to find that common ground. At its worst, we’ve witnessed acts of hate. And at its most civil, we’ve seen carefully constructed judgments posted to the echoing walls of Facebook users. The nation is more divided than ever, but as any brand strategist can tell you, for every tension there’s a counter tension. The counter to division is unity, and I believe that in the coming four years, we will see a surge in brands that tell stories of togetherness. Here are some brands that have already begun, making inspiring work throughout the increasingly acrimonious past 12 months:

Mini’s “Defy Labels” campaign, which made an impressive showing in Super Bowl 50 a year ago, speaks to togetherness by challenging viewers to defy the labels that divide us.

Continue reading at AdAge.com