Putting marketing & branding into balance

Marketing & Branding Cooperation

Many Marketing & Branding industry leaders were often separating the two and there were many discussions on which offers more value to our life and business.

However, as we all know, both concepts are human-specific and this means we should look closer to this human-machine. 

When communicating with our end consumers we have to tackle the logic and creative thinking together in the right way. There is no point in giving more importance to one or another as it is more a question of balancing the two. Why? If we just look closer to human mechanics and our brain we can quickly see some patterns which can be correlated to how Marketing & Branding work symbiotically.

If you would split the brain right down the middle into two symmetrical, or equal parts, you would have a right and left hemisphere. Although equal in size, these two sides are not the same and do not carry out the same functions.

The left side of the brain is responsible for controlling the right side of the body. It also performs tasks that have to do with logic, such as in science and mathematics.

On the other hand, the right hemisphere coordinates the left side of the body and performs tasks that have to do with creativity and the arts. Both hemispheres are connected by the corpus callosum and serve the body in different ways.

Historically, marketers and branders often created competition between the two. The answer is much more simple – paying more attention to inner processes. It is not about the competition, but it is about cooperation, and for achieving this, balance is needed. 

There needs to be a balance between human creativity (divergent thinking) and machine creativity (convergent thinking). Divergent thinking is around imagining, creating, challenging, dreaming. Convergent thinking is more about rational decision-making, testing, judging, learning.

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