Sorry Spock, Emotions Drive Business · Proving the Value of Creative Ideas With Science by Morgan, Adam W. -- Read -- Imperial Library of Trantor

Index

Cover Title Copyright Dedication Table of Contents Preface Act I—The need for creative ideas.

The pitch meeting Why we need an answer

A dividing question since the ‘70s How both sides prove they’re right A greater need for an answer today

What creativity brings to the table

Design thinking and empathy

Act II—The science behind creativity.

The brain inside

The forest from the trees The computer in your head Right versus left Crossing the streams Meet your frontal lobe The croc has croaked Embracing the whole brain

Logic alone isn’t enough

Should we put more value on logic or emotion? Are emotions animal instincts? Learning to be creative Should right-brainers rule? The experience is the difference Living in harmony

Two systems. One brain

Two points of view The tip of the brainberg The strength of each system Different speeds for different jobs A little test of your systems Two systems in under two seconds

How we make decisions

We have a match When there isn’t a match

Decisions. Decisions. Decisions

Emotion and memory How we remember Helping customers remember

The answer is both

Data and your gut instincts But when I make a difficult decision it feels logical Logic is emotion. And vice versa Whole brain marketing

Act III—Putting it all into practice.

Insight into the standard marketing pitch

Getting noticed, with neuroscience Engaging ideas that stick Ideas that are liked are remembered Brand preference becomes loyalty The entire customer journey needs emotion

Brand voice gets a tune-up

Voice versus tone The tone hierarchy The right tone for every step Create your peace treaty

The ideal length of a headline

Words and the brain Back to headline length But people scan headlines

Making better marketing decisions

The creative decision-making process How this helps non-creative folks Strengthen our gut Become a creative champion Good decisions require good emotions

How to measure creative ideas

Agile versus waterfall Data-driven measurement A simple solution to measure Hard numbers for a soft experience Creative goals may require the creative team Balanced metrics

A balanced approach to award shows and focus groups

All that glitters is good? A focus group of one Boaty McBoatface A balanced approach

Creativity is the bottom line

The future of creativity is you

The next golden age of marketing

Russell, I haven’t forgotten