I often talk about optimism with clients. It seems, especially in the past year or so, with the dismal news emerging from the grey corridors of Wall Street, there is an acceptance of negativity. Today on a call with a research team, I asked why they were focusing solely on measuring negative impressions of the brand we were setting out to measure. "Don't we want to know what moves people, what stirs and inspires them about this brand?," I urged. I had to explain myself several times before they understood I was looking for good marks for the brand, positivity, dare I say,... joy! I've always been moved by those who can see beyond sadness to correct perception and literally change the world. Ted Kennedy was one of those people. He is an inspiration, a prince of possibility, a force in optimism. In his honor, I urge everyone to believe in the possibility of their brands. Brands are very personal stewards of emotion -- we invite them into our lives -- they have the power to improve and change thinking. Brands with soul. Brands with infectious idealism.