SynopsisMarkets thrive on perception, and the same idea could be applied to time by transforming Monday night into a second Friday. Through clever branding, entertainment launches and workplace changes, the least-liked evening of the week could be repositioned as an aspirational break. While this may challenge Friday’s exclusivity, the power of narrative could reshape how people experience the start of the week.With right branding, the week’s first night could be the happening oneEconomists have long argued that markets thrive on perception. If so, why not apply the same trick to time itself? Monday night, that dreary prelude to Tuesday's meetings, could be marketed into a simulacrum of Friday night. With the right branding. Consider the raw material. Monday evenings already feature exhaustion, caffeine withdrawal, existential dread. But so did Fridays, before marketers rebranded them as gateways to freedom. 'TGIF' didn't materialise out of nowhere. It was craftily crafted as universal jumma. Swap it for 'TGIMN' - 'Thank-God-It's-Monday-Night', and suddenly the week's most unloved evening becomes aspirational. The trick lies in packaging. Bars could offer 'Post-Weekend Specials'. Netflix could drop their new load as 'Monday Premieres'. Even HR departments might collude, scheduling Tuesday meetings as 'Friday Follow-Ups'. The illusion of leisure is half the leisure itself. If you put your mind to it.Of course, those dreary wine-sipping economists would warn of diminishing returns. If every night is branded as Friday, Friday itself risks losing its premium, no? Yet, scarcity is a marketing tool too. The promise of 'Friday Nights Twice a Week' could double consumption of the 'things that give us hangover', overpriced pizza and regret. The real genius lies in narrative. Monday night becomes the rebel's Friday. Embrace it. ...moreElevate your knowledge and leadership skills at a cost cheaper than your daily tea.Subscribe Now