Data does not kill but enhances creativity. The best creativity comes from contraints.

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.

TL;DR

  • The effort to bridge the gap between marketing / branding teams and data scientists is non-existent. It is tempting to think that data is killing creativity because today’s CMOs are scientific marketers. But it is really the responsibility of business leaders to nurture a collaborative work environment; striking a balance between “just enough” data and “too much”.
  • Brand building and marketing needs both art and science. Without creatives, data-driven insights cannot be exploited. …

Everyone trusts his instincts. Brand analytics trump intuition.

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…

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