Brand engagement: Why optimism is a winning strategy

Vicky Bullen
Coley Porter Bell

Time is a great healer so it's easy to forget how gloomy things were early last summer. The weather was appalling, the economy was heading for a triple dip after five years of turmoil, and England were knocked out of Euro 2012 in the quarter finals.

Britons enthusiastically celebrated the Queen's Diamond Jubilee in 2012. Inset: Marmite's 'Ma'mite' brand extension

Still, at least we had the Queen's Diamond Jubilee and the Olympics to cheer us up. In time-honoured fashion a swathe of brands alighted on those occasions for a spot of promotional activity.

Some chose po-faced salutes to Her Majesty. Others issued pompous messages trumpeting their sponsorship of the London 2012 Olympics.