SKIM’s Scott Garrison tells how a brand or a product must communicate the idea of overcoming a negative to generate interest and appeal in The Expert’s View for Beauty Packaging Magazine.

You Can’t Always Accentuate the Positive

“Johnny Mercer once implored us to “Ac-Cent-Tchu-Ate the Positive,” something which also holds true in the realm of marketing communications. Consumers often seek products that make them feel good about themselves, and positive messaging can help create those associations.

While the principle of being positive is one to always keep in mind in marketing and communications, there are times when you can’t always hide the bad behind the good.

Sometimes a brand or a product must communicate the idea of overcoming a negative to generate interest and appeal…”

Read the rest of the article on the Beauty Packaging website.