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« Courier Baggage for just trying to be green (and apparently a little too red) | Main | Kistle podcast on communications research » Moving from left to right brain in brandingPosted by Bob Brin on October 19, 2007 at October 19, 2007 9:05 AMThere are branding firms that are right-brain dominant and those that are left-brain dominant. Of course, you want a team that's cross-dominant, simply because both your strategy and creative have to be equally on target. The most effective team should have individuals who are left or right-brain oriented. And you need the whole team involved in the entire process. You never know when a lefty will come up with the killer creative idea.
For example, possible expressions or interpretations of the same brand architecture may be very human . . . another organic . . . .and another playful and high energy. Then with testing, you can see which direction is most expressive of the brand. The palette then becomes an array of words, images, colors and possibly fonts that creative team can use to paint the final picture of your organization's brand identity.
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