An article by Stuart Elliott in the New York Times suggests that brands are taking a more realistic approach with the tone conveyed in their communications strategies in the new year.

A recent article by Stuart Elliott in the New York Times suggests that brands are taking a more realistic approach with the tone conveyed in their communications strategies in the new year – a contrast to the more “don't worry, be happy” attitude conveyed in past, economically happier times.  The article suggests a more accepting yet resolute approach, at best. And a cantankerous, critical (of competing brands) tone, at worst. But does this tell the full story – or are many brands still embracing optimism to drive long-term engagement?

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