American Philosopher Daniel Dennett once said that “the secret of happiness is to find something more important than you are and dedicate your life to it”.
Is there such a thing as a “happy” brand? I don’t mean that in this “teletubbie” sense of the word, but rather in the sense of showing integrity and a quiet sense of confidence and authenticity. If there is such a thing, those making up that brand must have found something more important than themselves to dedicate their life to. What fuels this self-forgetfulness on a grand scale? What are the implications for social media strategies? Is your brand miserable? Needs a shrink?
Characteristics that we find attractive in people also applies to brands.