With decades of marketing experience behind us, our philosophy is that strategy should take into consideration all the diagnostic tools of marketing. Including, but not limited to primary and secondary research, demographics, psychographics, competitive profiles, and messaging.
Our right brainers (and actually, the lefties, too) believe imagination is what converts strategy into effective marketing because it is the “hook” that engages attention and stimulates interest. It must be executed based on the strategy and, by definition, is creative, compelling and evocative.
Blending Strategy and Imagination
Combine the two and step back because the combination is like adding nitro to glycerin, two elements that’re effective separately, but explosive when combined. Be careful, this combination can change the world. Or at least the world of marketing.