Brand building with both brains

Katie Meier

This essay argues that brand building needs a more human approach to appeal to the impulsive mind.

Brand building with both brains

Katie MeierInitiative

Channels. Innovation. Programmatic. Social. Purpose. There are so many foundations from which to build a brand in the digital age. The common thread in these however, remains the human being. As data has become the great equalizer among agencies, rather than the differentiator, the edge will now shift to how well we understand people. What can we teach using the modes of the human mind? And, how well do we understand that we are, fundamentally, teachers who must be clear about our learning objectives?

I blame it on my background. I'm a...

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