Brand building and marketing needs both art and science. Without creatives, data-driven insights cannot be exploited. Without marketing scientists, creative output will be less effective.
Intuition is something you can argue about endlessly. Faced against data it is much harder. When a proposal is backed by thousands of data points, clearly showing market trends of various brands over time, you can make a very convincing argument.
Is human intuition and experience the only way to create successful brand strategies? This conventional belief — and the belief that the role of data in brand strategy creation is insignificant — is still held by many brand managers and marketers as of today.
However, you are omitting another side of the equation if you think intuition and experience…