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John Rose's Blog

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Marketing should communicate to the whole brain

Everyone knows that people make rational decisions with the left side of their brain and emotional decisions with their right. Successful brands know how to influence the whole brain. Whole Brain Branding is a philosophy and methodology that focuses on the manner by which consumers actually receive marketing messages. While our analytical left-brain logically evaluates purchases, it is our intuitive right-brain that becomes enamored by brands – often affixing intangible values to products or companies when there are no logical differences for the left-brain to discern. Therefore, while we must provide left-brains with reasons to buy; we must also make right-brains fall in love with our brands. At Rose, we use Whole Brain Branding to infuse brand stories with a balance of emotion and rational persuasion.