Brand engagement: Why optimism is a winning strategy

This article highlights the benefits of taking a light-hearted approach to brand engagement during difficult times, using examples of activity during the UK Queen's Diamond Jubilee and London 2012 Olympics.

Brand engagement: Why optimism is a winning strategy

Vicky BullenColey 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...

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