I want to present happiness and cheerfulness as aspirational to the audience and thus through my branding encourage my audience to aspire to be happy, appealing to my aspirational audience.
To emphasise this on my website and in the opening I plan on having my fictional band partner with a mental health charity and state that "a percentage of the revenue made from this music video will go towards the charity". This emphasises my brand and adheres to the Sony Brand Values where my band earns trust for the Sony brand through ethical conduct.
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