Mind, Heart or Logic… What Works Best for a Creative?

Have you ever thought about the thought process ‘lucky’ people working in a creative advertising agency use? Is their left brain more active or do they make better use of their right brain? Wait… did you think you only have one brain?! Well, you do have only one grey matter but it has two separate parts that function differently for different people.

Left-brainers are more logical. They use numbers, analytic skills and pays attention to minute details. On the other hand, the right siders might have missed the meetings but they are valued for their creativity, visualization and communication skills.

Does that mean only the right-minded people are welcomed in a creative advertising agency?

NO is the answer. Mind, heart and logic are like the five fingers, you need all five to create an impact.

When we sit down together to strategize a marketing plan for a client, the team is led by left-brainy people who would deduce the communication plan based on research, statistics and logical reasoning. Taking the cue from there the creative team sits along, of course having the right aligned ones mostly, and takes the game forward.

It has been shown in research that emotions are a substrate, the basis of neural circuitry that supports rational deliberation. Emotions do not get in our way of making a decision; rather constitute the foundation on which decisions are taken. Now the challenge for creative communication agencies like us is that emotions are automated actions and under no circumstance, people can choose how to heartily relate or react to something.

So, while working on the creative part, our intent remains to tactfully connect to the TG’s heart and establish the brand in their mind.

But how to impact the audience’s heart and mind?

Simple! Follow the logic. Devise a solution that is straightforward communication, has creative intelligence and emotional tinkering to hit the heart directly. Simpler and smarter the communication, better are the chances for your brand to make a memorable mark in your TG’s mind.

Then what about sky-high imagination and supernatural portrayal of creativity?

It does work, for a few brands on a few occasions but in most cases, the marriage of heart and logic works perfectly and wins the battle of brands.