Emotion, reason and the unique selling proposition

Originally published April 2011 How do people make decisions? I’m not asking about the sequence of steps someone takes to arrive at a choice between, say, two options when she goes shopping for new jeans. I’m asking, rhetorically, what part of the brain fires on all cylinders when mulling that range of options? We know […]

Six questions creatives must ask about a creative brief before the briefing.

Wait, you don’t see the brief until the project kicks off? You look through the document for the first time as you listen to the briefing? Whoa. That’s a problem. You’re a creative. You have to make magic from the words on this page (let’s hope it’s only one page, maybe half a second page). […]

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