"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.
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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That's a good analogy and an instructive example of why that thinking is wrong. Victoria's secret essentially marketed to what feminists call the "male gaze". Basically, marketing to women's views of themselves as seen through male eyes. It worked for a while.
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