Most marketing strategists, especially those of the digital variety, are all about the science. Success and failure are things that can be quantified and measured. Well ladies and gentlemen, boys and girls, I’m here to tell you that science is the price of admission. Como se duh? The dashboard is important – especially that “sales” metric – but every marketing organization is better off if they have a handle on the softer side of selling. The tone and poetry of a brand.
I was sharing coffee with a behavioral planner at BBDO a while ago, I believed he worked on Gillette, and he said something that really stayed with me. It spoke to me planning brain (he was Irish). He said most planners don’t have a sense of poetry. And I agree. Wholeheartedly. They may appreciate poetry, they may even seek it out in their insights, but when it becomes paper time, time to make the brief, the words become rational and the emotions are simply reported. The brief must provide the poetry.
When science is the price of admission and poetry is the voice of brand reason, great things can happen. Because poetry is what moves creative people to greatness, not logic. Poetry is the fertile ground that makes writers and art directors (and yes, even coders) feel and spark and sing. And, oh yes, laugh out loud.
So whoever you are, if you are looking at a brief (even your ouwn) ask yourself “Where is the poetry here?” The poetry that warms the brand. Peace!