
The Bright Side
“Say hello to a lighter feeling.”
Decoding the norms (ideas, values, higher-order benefits) expressed via marketing forms (language, color, context, more).
“Say hello to a lighter feeling.”
"You can't always tell by looking."
"Seize the Awkward."
"You've ___. Now ___."
Prescriptive and proscriptive.
Finding your tribe
"Advil helps me do what I love."
"In case your valentine has a 'real' headache tonight."
"Don't let pain get in the way."
"Finally, free yourself."
Maintaining a "flow" state is crucial.
Pain knocks you flat on your back.
“Made in ranch country."
"Sometimes food is merely a vehicle for hot sauce."