Left-brain marketers focus on conventional business metrics and relationships. These are absolutely critical, but we believe they’re incomplete. We look at other issues, with different kinds of tools and lenses. Here are some examples:
Archetypes
Archetypes are universal stories that contain a range of associations and an elemental storyline: the Mother, the Rebel, etc. Brands that align with an archetype, whether consciously or not, benefit by leveraging things we already know. Archetypes are also lenses through which we view the world. Because they’re mostly invisible, they can become blind spots. Right-Brain Brands illuminates the archetypal possibilities for your brand as well as archetypal stories that may be in play within your organizational experience.
Emotions
Emotions drive most decisions, yet marketers shy away from them (too squishy, too subjective, too hard to measure, too unreliable!). Right-Brain Brands applies a proven tool that uncovers the emotional associations people have with your brand (or pretty much anything else) and identifies the untapped opportunities. It’s amazing, and it’s even quantitative!
Human impact
Your work almost certainly has meaningful impact on real people’s lives beyond those of your customers. It also has the potential to create a virtuous cycle, contributing to the greater good in ways that support the brand and energize your company and its employees. Right-Brain Brands sheds light on these possibilities, both those that exist right now and those that could be made real.
Typical engagements
Audit >
- Initial right-brain scan of your brand situation to identify opportunities for greater brand wholeness, depth, and inspiration
Advisor >
- Sounding board and coach for specific situations: new product exploratory, change in direction, etc.
Ideas >
- New products: Developing concepts for new offerings
- Ideation sessions: Participating in ideation sessions or conducting right-brain-focused sessions (with facilitator)
- Communications: Developing new ideas for connecting with your target audience
Specific Projects using particular tools/approaches:
Archetypes >
- Workshop or webinar with you/your team, including identification of dominant archetypes at play for each member
- Reviewing category and creating a map of key players
Emotions >
- Emotional profile of your brand
- Emotional profile of key competitors/category
Human Impact >
- Internal: Investigating and reporting on the impact of your brand within the company in human terms.
- External impact:
- Developing a range of powerful, proprietary ideas
- Partnering with you/your agency to keep right-brain focus during project
Inquiries
Before developing a proposal, we generally have a working session of 1-2 hours to understand your situation, what you need and want. Ideally, this would be over a cup of tea. (My favorites are Darjeeling and Jasmine Pearls. How about you?) Otherwise, we’ll talk by phone. I don’t charge for this, and I’d like you to leave our conversation with a fresh idea or two that will also give you a sense of what Right-Brain Brands can bring to the party.