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 are enough for good brand strategy creation. With years of experience in branding and design, we deeply understand no matter you are in client or agency side, you want the other side to be convinced that your intuition is “right”. This process was once relatively pain-free, but as all business decisions are going to be driven by data, giving a justifiable answer to the following question will only become…