Research in neuroscience and human behavior has determined that — while we may not be consciously aware of it, or even want to admit it — we humans are much more influenced by bad than good.

Negativity Might Be Good For Brands – Evil Week

Despite countless successes by brands like Campbell Soup (which attacked Progresso), Domino’s (which pitted its sandwiches against Subway), and Pepsi (whose “Pepsi Challenge” caused Coca-Cola to abandon its storied secret recipe), my experience is that brand managers, and even CMOs, are often very reluctant to entertain any kind of negativity in their messaging — to the point that even words like “no” and “never” are rejected when simply proposed in a headline. These marketers seem to be fearful of attaching the slightest hint of negativity to their brand, and are convinced that a positive message is always stronger than a negative one.

I wish I had better news for them, but that’s just not the case.

Read The Full Article at Advertising Age