Left Brain - Right Brain

In the pre-digital age, marketing was mostly a haven for creative spirits. Advertising was an essential that tended to pique frustrations among the “if you can’t measure it, you can’t manage it” style of executives. Today, it often seems like the opposite. Every nuance, every variable in audience, message, creative execution and channel is laid bare to data-driven scrutiny.

Of course, marketing is far more than advertising. At the core lies the fodder for big thinking. Customers — who they are, what they crave, how to find them, how to earn their loyalty. Customer experiences that resonate, delight, offer great value, are differentiated from competitors, can be clearly communicated, and are profitable.

Today, effective marketing requires a finely calibrated balance between left- and right-brain thinking. A deficiency of either is perilous.