Designing right brain messaging to cut through in a cluttered market.
Updated: Apr 1, 2018
Right brain appeal being, emotional, story based, relational, implicit and visual, provides outstanding results in building enduring brand awareness and market share. Coupled with traditional media, right brain appeal will grow your brand faster than the competition.
Creative excellence* + traditional media** = better marketing performance
Creative excellence provides deeper and more emotional engagement with the
audience by using the right brain messaging, while traditional media is the perfect
platform to land into the world of customer, bringing them unmissable messages
in ‘at a glance, bite size’ chunks.
Brand awareness built on right brain messaging keeps brands top of mind and on
the consideration list for future purchases as visually and emotionally charged
marketing provides superior recall and top of mind positioning.
* Creatively excellent, awarded marketing fuels superior market performance
compared to non awarded campaigns.
** Despite the low cost of impressions, traditional media is still driving the best
ROI for large brands.
“Right brain messaging and creative excellence
can be designed by understanding how the
right brain processes information.”
Designing right brain messaging
The drivers of right brain appeal are used in the Hearts and Minds design and brand development process.
Intensity and retention
ACTIVATE LATENT DESIRE:
Implicit messaging and engagement
Become top of mind
Emotional intensity and retention
Positive and playful mindset
Motivational and transformational
Word of mouth
© copyright Hearts and Minds crm pty ltd 2018