Part Process, Part Art, Part Science!

If it was only that simple, you have a brand that you want to build, then you just need to follow set out steps from a textbook, and watch the results happen. Build strategy, do the research, create the messaging for the campaign, do the cool designs and then your brand will take off. Once this is done, then you can easily measure the outcomes and you are done.

That sounds like the ideal environment for most to operate in, but that is not how marketing works. The hard truth is that you need to do all the things stated above, and then find opportunity to do some art for your intended target audience which is interpreted as art, in order for you to create the work that truly matters. You need a structure that will bring out and celebrate the art in your work. At any given time, you need to produce the work that will stand out, that people will connect with emotionally and see themselves in the work. You need work that will get people telling other people how great it is.

Marketing is not just the pre-defined steps, it’s more than the steps and the checklists. If is the ability to connect with people through the work that the brand does. The brand needs to be constantly finding opportunities to connect emotionally, then we can add the science to measure the outcomes. First you do the art, do it really well in order for you to figure out the science even better.