The human brain is enormously complex. It takes both left and right sides to successfully function in life. The same is true in marketing. With all the tools available to marketers today, what was once considered more of an art, has now morphed into more science.
Historically, striking the right balance between art and science has always been a challenge for brands. In 1990, we built PeakBiety on a simple core philosophy, one of “balancing marketing knowhow with creative vision.” Admittedly, this was nothing new at the time. It’s the same philosophy that had propelled the Leo Burnett agency to greatness decades before.
Although, the tools and means for achieving marketing success have changed greatly over the years, this core philosophy remains as true as ever. Successful communication requires both right and left sides of the brain. The left brain enables us to understand customer perceptions and user needs. This can be as simple as research gained from sorting through readily available information, or as complex as conducting qualitative and/or quantitative research.
With such knowledge in hand, the creative team gets solid strategic direction to anchor the communications they create. No matter how visionary the creative execution, everyone understands the main idea to be conveyed, thus eliminating the usual guesswork as to whether an idea is right, or whether it will resonate with the intended audience.
More important, this information is received before, rather than after the idea is shared with the audience. Mistakes like the controversial Kendall Jenner Pepsi commercial could have easily been prevented with a little well-planned science and testing beforehand.
For this reason, PeakBiety’s simple combination of marketing insight and creative execution remains essential to a marketer’s success. It is only through the careful balancing of both sides of the brain that marketing initiatives get their fair shot at achieving, and even exceeding stated goals.