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.

Image for post
Image for post

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.

Image for post
Image for post

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…

About

BrandCrafter | Future of Branding

Get free early access and be inspired by our AI-powered branding software: brandcrafter.com

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store