Imagination, empathy, and fresh perception
So glad you asked that. When I say right-brain marketing deals with things like emotion, intuition, and imagination, I can understand that it sounds a little soft. Squishy. Artsy-fartsy. Maybe even, heaven forbid, girly. Especially when contrasted with left-brain skills like Logic! Analysis! and Quantitative Rigor!
But let me ask you: Is Harley-Davidson girly?
Great marketing is alive and well, happily. After covering the Bad and the Silly at the recent Edge Conference in Boston in my last two posts, it’s a pleasure to salute admirable work that’s strategic and innovative, integrating plentiful right-brain thinking.
Harley-Davidson is a much admired brand, and justifiably so. One key reason for the brand’s success is empathy.
While many brands look externally for paths to growth, to acquisition or flashy new digital tools, Harley looks deep into the hearts and lives of real people. By connecting human aspirations with the brand’s own roots, the company has developed new business opportunities while also strengthening loyalty. No small feat.
