The Challenge: A technical support company wanted to run a campaign with the tagline: ‘We’re not geeks’. Despite the obvious light-hearted intention, our consultants considered this to be a slightly negative and limiting slant on what was a humorous attempt to communicate their strengths.

The Solution: Our experience with positive psychology suggests that looking at the positive attribute of what a brand is - and what it therefore delivers to its customers - has a more powerful impact than communicating what it is not.

The Result: We worked together to create a set of brand values that reflected the core attributes of the brand in a positive way and which the clients’ employees and customers wanted to identify with.