What role does 'HOPE' play in communication?

Emotional maturity can be defined as the response of a Brand when faced with tough decisions that help it remain emotionally poised and balanced, acting with self-faith, and appreciative of the other’s point of view.  

Hope is an energy filled emotion that works when the chips are completely down – the more despondent the state, the more necessary Hope becomes. Generated through self-led positivity, Hope is optimism without disguise – that allows a Brand to collect itself and have a goal, even when everything seems to be lost. Hope also keeps focus on the future and takes attention away from problems. 

It is a healing emotion that spreads fast socially and creates a sense of positivity in everyone it touches. Hope, in one sense, is one of the most vital, self-triggered emotions that everyone silently desires. When communication feeds Hope, it makes the audience believe, even though the circumstances may seem impossible.

When communication messages carry 'Hope' in them, they turn audiences into anticipated positivity. If a Brand wants to generate emotional appeal, its communication must transfer hope to its audiences. 

(extract from forthcoming book 'Decoding Communication')