Sorry Spock, Emotions Drive Business presents scientific proof that creative advertising is better for the bottom line.Adam Morgan, a Senior Creative Director at Adobe, gives both creatives and marketers the ammo to prove the value of creativity to stakeholders. For decades, marketers have battled over the value of creative ideas. Some believe creativity adds more impact, others believe it’s just window dressing. With data-driven marketing, the divide is only increasing. Today, more than ever, creative professionals need a concrete answer to the question, “Do creative ideas work better?”Fortunately, science has finally caught up. There is an answer that isn’t based on subjective case studies. More than that, Sorry Spock Emotions Drive Business shows how emotional ideas create experiences that are more effective and reveals why creativity is actually less risky for business. And he also shows how you can create the ideal experiences to improve your bottom line.
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“To many in marketing, creativity is a black box. A mystery that only creative artists can figure out. Our schools teach us to be rational in order to succeed. Business encourages logical decision making based on hard numbers. The result is that creativity and design have been treated as a soft skill, a luxury that should only exist when business is prosperous.
Fortunately, science has finally caught up. Today we know more about how the brain works. How emotions are critical to decision making. How design-led businesses are dominating. And how creative experiences are now the way businesses will differentiate themselves. But how to create big ideas remains a mystery.
If creative ideas are so valuable, it’s time that more people understood how to create them”.
By the author of Sorry Spock, Emotions Drive Business: Adam W. Morgan
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Blog Category = Business