CONNECTING GREAT STRATEGY & CREATIVITY FOR YOUR BRAND
Strategy and creativity, in most companies, are separated by a mile-wide chasm. On one side are the strategist and marketing people who favor left-brain thinking – analytical, logical, linear, concrete, numerical, verbal. On the other side are the designers and creative people who favor right-brain thinking – intuitive, emotional, spatial, visual and physical.
Unfortunately, the left brain doesn’t always know what the right brain is doing. Whenever there’s a rift between strategy and creativity – between logic and magic – there’s a brand gap. It can cause a brilliant strategy to fail where it counts most, at the point of contact with the customer, or it can doom a bold creative initiative before it’s even launched, way back at the planning stage.
The gulf between strategy and creativity can divide a company from its customers so completely that no significant communication passes between them. For the customer, it can be like trying to listen to a state-of-the-art radio through incompatible speakers: The signal comes in strong but the sounds are unintelligible.
Designed by www.brandsconnect.com.my
