A mood.

They are not brand builders.

They are mood catchers.

A zeitgeist is a collective mood.

It is a change in how people feel about themselves, culture, nation, and the future.

I just started reading a book called The Fourth Turning. (William Strauss and Neil Howe.)

In essence, we enter a new era every two decades or so.

In each turning, our mood changes.

“Turnings comes in cycles of four."

Each cycle spans the length of a long human life, roughly eighty to one hundred years.”

This unit of time is called the saeculum.

Each turning comes with an identifiable mood.

Your job is to sense the current mood.

My youngest was talking about brands the other day.

She said she didn’t think you could start something now unless it was sustainable.

I thought, yeah.

I hope that is the prevailing mood.