Is branding science or art or both? Why some brands fail? I believe that the two principal elements behind the success of a brand are creativity and relevance. Unfortunately, there are no manuals or rules for how you combine them to win. More importantly, win consistently.

Creativity is the force that produces fresh and compelling ideas that entice and sell repeatedly. Relevance comes from the knowledge of the rational requirements and understanding of the emotional drivers of the customers. When both jigsaw pieces lock well and true, a brand is born. 

Brand Branding Creativity emotional drivers marketing team rational requirements