Create ideas using: Celebrate an Attitude
Why celebrate an attitude instead of just selling the product?
Because people don't just buy products—they buy identities. When you celebrate a mindset, a philosophy, a way of being, you're inviting people to become part of something bigger. You're saying 'we believe in this way of thinking, and if you do too, you belong with us.' That transforms a customer into a believer. Someone who's bought into the attitude will stick with you longer, forgive you faster, and defend you more fiercely than someone who just bought a good product.
Which attitudes actually resonate with people?
Resilience, creativity, determination, optimism, independence, authenticity—attitudes that represent the best version of how people want to see themselves. The attitude has to be something your audience actually aspires to, and your brand has to genuinely embody it. If you're celebrating 'living boldly' but your brand is playing it safe, people will feel the lie. The attitude that lands is the one that's true to who you actually are as a brand.
Example: How it could look
An athletic brand could celebrate the attitude of 'showing up even when it sucks'—not the glamorous moment of victory, but the unglamorous moment of choosing to do the work when nobody's watching. Show real people in real training moments, the struggle, the persistence. The product becomes secondary to celebrating the mindset of never giving up. Now your brand isn't just selling shoes; it's championing a way of being that people want to be part of.
Or like this:
Why is Celebrate an Attitude a great technique?
Celebrating an attitude works because it transforms your brand from a vendor into a movement—people don't just buy from you, they identify with you.
Builds emotional identity, not just brand loyalty
Attracts people who share the values
Creates community around the attitude
Becomes self-reinforcing as believers recruit believers
When you celebrate an attitude, you're not competing on features or price—you're competing on belonging. People choose to be part of brands that celebrate who they want to be. That's loyalty that survives better products and lower prices.
! When not to use the Celebrate an Attitude Technique
When the attitude doesn't match your actual brand behavior. If you celebrate 'authenticity' but your marketing is all BS, people will call you out. Also skip it if the attitude is generic or hollow—'we celebrate passion' means nothing if every brand says it. The attitude has to be specific and genuinely yours.
Technique first described by www.deckofbrilliance.com