Which is the right brand attitude to have in a recession?

Left Brand, Right Brand?
As you know, the left-hand side of your brain is primarily responsible for your logical, functional thoughts and actions while the right-hand side of your brain is responsible for your emotional feelings and actions.

As brands live entirely in the mind of their customers or clients, brands also have a left-hand logical and a right-hand emotional side.

Left Brand
The left-hand logical side of your brand is “the what” of your business – stock, product and service attributes, service processes, delivery, price, guarantees, brand awareness, store environment, lights and fixtures, computers, brand awareness, etc. Most businesses are delivering the same or similar “whats” and those “whats” can be easily copied, within hours.

Right Brand
The right-hand emotional side of your brand is “the way” of your business – the personal, relationships, the unexpected service, the relevant surprises and delights, the emotional connects that are the stuff of a brand, your unique brand.

So which is the right brand attitude to have in a recession?
We certainly need a Left Brand attitude to make sure the product is available, reliable, safe, quality, etc, all the so-called “hygiene”, parity things. But in a recession, it’s in the Right Brand that’s where the big, relevant differentiators live….where creative, stand-out promotions live, on-line and traditionally….where brand touch points deliver an experience that’s beyond the brand promise…..where creativity lives and brightens up the stress-ridden lives of current and prospective customers and clients.

It's certainly where iconic brands live!

Hi there

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