{"id":941,"date":"2024-08-05T18:27:00","date_gmt":"2024-08-05T18:27:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/robin-lickliter-on-the-power-of-positivity-in-branding\/"},"modified":"2026-05-18T14:42:56","modified_gmt":"2026-05-18T14:42:56","slug":"robin-lickliter-on-the-power-of-positivity-in-branding","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/robin-lickliter-on-the-power-of-positivity-in-branding\/","title":{"rendered":"Robin Lickliter on the Power of Positivity in Branding"},"content":{"rendered":"\n<div class=\"l-block-editor\"><!--[--><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p>Sparks\u2019 CXO, Robin Lickliter, recently wrote an article for <a href=\"https:\/\/www.shots.net\/\" target=\"_blank\" rel=\"noreferrer noopener\">Shots<\/a> on the power of kindness in commerce, sharing insights from industry professionals who successfully prioritized positivity.<\/p>\n<p>Read on to discover how essential generosity is for fostering brand awareness in today\u2019s world.<\/p><\/div><\/section><section class=\"c-padding-block content-[''] h-[15px] 2xl:h-[30px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h3>The Foundational Strategy<\/h3>\n<p>Lickliter describes kindness and generosity as \u201cfoundational elements of an effective brand strategy.\u201d Authenticity and genuineness are easily detectable and serve as major green flags for potential customers. People tend to be attracted towards more humane brands as opposed to corporate entities.<br><\/p>\n<p>Here are Lickliter\u2019s examples of successful acts of kindness integrated into marketing campaigns:<\/p>\n\n<ul><li><a href=\"https:\/\/www.thecmodinnerseries.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Happiest Hour<\/a>: In partnership with Upworthy and the Cannes Can Diversity Collective, Sparks highlighted brands like Google, Mastercard and TikTok that strongly showcased effective positivity in campaigns.<br><br><\/li><li><a href=\"https:\/\/youtu.be\/S29xhu4QvSY?feature=shared\" target=\"_blank\" rel=\"noreferrer noopener\">100% Black-Owned Company campaign<\/a>: This campaign by Google was designed to promote smaller Black-owned businesses by encouraging customers to shop from them, especially during the holiday season.<br><br><\/li><li><a href=\"https:\/\/www.mastercard.com\/news\/europe\/en\/newsroom\/press-releases\/en\/2023\/mastercard-s-where-to-settle-platform-to-offer-new-features-job-listings-and-apartment-rentals\/\" target=\"_blank\" rel=\"noreferrer noopener\">WhereToSettle app<\/a>: Mastercard developed this app to help Ukrainian refugees find suitable locations in Poland. The app updates frequently to improve its accuracy and reliability for those in need of resources. Watch the film below:<\/li><\/ul>\n<figure><iframe style=\"width:500px;height:281px;\" src=\"\/\/www.youtube.com\/embed\/IWnl4ffwUaU\" frameborder=\"0\"><\/iframe><\/figure><\/div><\/section><section class=\"c-padding-block content-[''] h-[15px] 2xl:h-[30px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><p>These examples illustrate how brands that genuinely care about their audiences can make a difference in the world while simultaneously forming customer relationships. It\u2019s a win-win. Efforts to make a positive impact reflect your brand&#8217;s character kindly, therefore boosting customer loyalty and trust. Lickliter, along with the industry leaders she cites, demonstrates that there are many ways to approach brand kindness.<\/p>\n<p>A shift from a transaction-focused strategy to one centered on kindness can be transformational. By prioritizing genuinity, compassion and warmth, your brand can:<br><\/p>\n<ul><li><strong>Transform Negatives to Positives<\/strong><\/li><li><strong>Amplify Consumer Engagement<\/strong><\/li><li><strong>Build Authentic Connections<\/strong><\/li><li><strong>Increase Long-Term Impact<\/strong><\/li><li><strong>Improve Reputation<\/strong><\/li><\/ul><\/div><\/section><section class=\"c-padding-block content-[''] h-[15px] 2xl:h-[30px]\" with-spacing=\"false\"><\/section><section class=\"c-copy-block\"><div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\"><h4>To read the article and learn more about the power of authentic branding, <a href=\"https:\/\/www.shots.net\/news\/view\/from-vitriol-to-virtue-how-brands-can-harness-the-power-of-paying-it-forward\" target=\"_blank\" rel=\"noreferrer noopener\">click here.<\/a><\/h4><\/div><\/section><!--]--><\/div><!----> <!----><!----><!---->\n","protected":false},"excerpt":{"rendered":"<p>Sparks\u2019 CXO, Robin Lickliter, recently wrote an article for Shots on the power of kindness in commerce, sharing insights from industry professionals who successfully prioritized positivity. Read on to discover how essential generosity is for fostering brand awareness in today\u2019s world. The Foundational Strategy Lickliter describes kindness and generosity as \u201cfoundational elements of an effective [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":2298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"class_list":["post-941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Robin Lickliter on the Power of Positivity in Branding - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/robin-lickliter-on-the-power-of-positivity-in-branding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Robin Lickliter on the Power of Positivity in Branding - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"Sparks\u2019 CXO, Robin Lickliter, recently wrote an article for Shots on the power of kindness in commerce, sharing insights from industry professionals who successfully prioritized positivity. 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