"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.
Also note that a ton of all shopping for men's consumption is actually done by women. My wife picks out most of my clothes, shaving foam brand, protein powder etc. Most men hate shopping and prefer it this way. So there's no upside to trying to play the gender wars in marketing.
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Why do you want to market to men in such an essentialized way? We're humans first, a specific gender second.
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