Brand Magic

The article is no new news but a sheer reinforcement of concepts but the ideas are certainly on target. Top lines from the article:

1. Understand the "right brain" of your category.

Marketers always have a deep understanding of their category's "left brain," the numbers and functional benefits. The "right brain" attributes often are unexplored. What visual, sensorial and emotional benefits can your brand deliver and own that work together with your product's attributes to create an unbreakable bond that turns your consumers into brand enthusiasts?

2. Understand the sensorial and emotional palette of your audience.

A lot of research is still left-brain, Q&A-focused. To unveil the magic in your brand, using highly right-brained projective techniques like image sorts, drawing and writing can get at the more elusive sensorial and emotional attributes that are important to your consumer and relevant, meaningful and inspiring in your category.

3. Create a Visual Position.

Brand positions are often created in words, although people primarily experience brands visually. But ... a brand's packaging, advertising and overall presence in the world starts with visual symbolism, not words. And unlike our pets at home, who have heightened senses of smell and hearing, humans are primarily sight-driven. Seventy percent of our sense receptors are in our eyes, and 80% of what we learn about the world comes to us visually, yet most brands do not have a visual position that brings the written positioning and story to life.