Marketers need to balance logic and magic to drive business results and they can’t make do with one or the other. That’s according to Shalabh Atray, Chief Marketing Officer (CMO) of Kraft Heinz Australia.

“When you combine the two, the real magic happens,” Atray told the Mumbrella360 conference in Sydney. “What's more important, is it logic or is it magic? I think logic takes precedence over magic.”

Atray believes that logic is about appealing to the minds of people and that boils down to solving consumer needs. Establishing this equates to discipline with Atray noting this is the fundamental job of the marketer, to work out what makes the brand relevant in the first place.

“When you look at Maslow's hierarchy of needs, before you wrap it up with the wrapping paper, it's about understanding what basic human needs you want to solve,” he said.

But the ‘wrapping paper’ also matters and Atray believes this is akin to the brand.