Of Advertising Campaigns

Its a pity that consumers have been denied the pleasure of experiencing many a brilliant advertising campaigns due to the left brained filters that the advertisements had to encounter and pass through before being reduced to a shadow of its true potential.
Most organizations still believe in hiring left brained managers for key positions in marketing. I feel it is a must that organizations start following some method in the management of their marketing / branding department.

1. Marketing candidates should be subjected to psychometry tests to ascertain whether they are left or right brained. Only the rights deserve such jobs.
2. Marketing candidates should be decision makers. There is no time to dither in a competitive landscape. Beating about the bush approach can not only fool the management but can quickly drive the brand into oblivion
3. Candidates need to understand the advertising is only a small part of branding.
4. A senior marketing expert / consultant should have a major say in the selection. It is important that a marketing oriented mind studies the candidate for potency.
5. Advertising industry is a good poaching ground and brings about a positive disconnect that helps in the brand building process.
6. Candidates should have a very high emotional quotient. Branding is all about greys/softer heartfelt issues.
7. Left brained minds should not interfere in the brand management process.
8. The CEO should be the only sounding board.
9. Brand management decision should never be subject to a consensus decision making. Has a group of people ever agreed on beauty, taste, feeling etc. As such softer issues are subjective to different interpretations and reactions.
10. The advertising agency needs to be treated as an extension of the brand team. They should be paid well and given more than adequate independance and respect. Unless you cannot respect them they will be unable to build respect into your brand.