WELCOME

BRANDING IN THE
NEW AGE
THE THREE BRAIN APPROACH
 Some amount
of consumer
understandin
g

Some amount
of creative
nerve
Customer analytics
Media planning
Digital reach
Social media
Neuroscience-led
research
Spatial patterns
Big data, small data
Micro-segmentation
Creativity
Instant video
Content correction etc.
THE THREE BRAIN APPROACH
LEFT BRAIN
DATA & DIGITAL
Analytical and logical faculties
To make sense of heaps of
data
Translates into consumer
insights
Digital medium for
personalization
 RIGHT BRAIN
DESIGN & DRAMA
Creative and aesthetic
faculties
Design in virtually everything
Power of Drama/Story-telling
Design-thinking and story-
telling are taking center-stage
 THIRD BRAIN
DIALOGUE & DISCUSS
One-way
communication
is pass
Conventional
Engage in a
media, social
Dialogue
media, digital
Urge for
platforms, omni-
constantly channel touch-
connect points
Discuss and Synthasize both
share left- and right-
universally brained skills
Co-create
brands
 THIRD BRAIN
DIALOGUE & DISCUSS
Best example
 Conclusion

Marketers need three brains to

address six key exciting and
essential areas

Data &Digital
Design & Drama
Dialogue & Discussion