"positive and abundant" messaging brands are not brands at all, they're defensive marketing postures that do no good, but do no harm either. It's the brand equity equivalent of a zero interest money market fund. brand equity is proportional to brand risk.
Outrage etc. are tactical elements in particular marketing situations. How much you play with that particular fire depends on how skilled you are at handling that particular pattern of risk exposure.
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So basic 3-step approach is: pick the risk/return regime you want your brand to live in, find the talent to run at that risk level, or default to a lower level on the basis of the talent you do find, then run the marketing based on the tactical strengths of the people you have
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