Modern marketing leans too hard on facts and logic, ignoring the emotional and intuitive side of the brain that builds memorable brands. Effective marketing needs both hemispheres: the analytical left brain and the right brain that handles empathy, humor, and relationships.
Chapters
The human brain consists of two hemispheres. The left hemisphere is analytical, logical, and detail-focused, while the right half understands the world through emotions, intuition, and relationships. Most marketing today is a left-brain, single-direction communications ideology that ignores right-brain engagement. But it's the right half of the brain that understands empathy, humour, irony, and all the other emotional traits involved in longer-term brand building. By focusing output purely on left-brain actuation, we're creating messaging that, while factually accurate, is bereft of distinctiveness, salience, and recollection, which is one reason why marketing's effectiveness is failing. Effective marketing is a combination of both left-brained and right-brained activation. Of course, logic and reason have their place, but not at the expense of all the things that make us human.