Whole Brain Thinking

Connecting Strategy, Creativity & Business Results 

A D.Talk by SALT Branding

Thursday, July 16th at AIGA SF HQ

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Part of San Francisco Design Week 2011

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These notes are a not verbatim transcription, but rather the takeaways from the talk.

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This talk focused on the Milliken case study. Milliken is a virtually unknown, yet gigantic, supplier of chemicals, carpets and stuff like that. Basically they’re super awesome and were ready for a transition to the public spotlight after their last CEO stepped down. SALT spent a year helping position them for that spotlight.

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Cesar (Right Brain) & David (Left Brain).

Try to avoid the Left/Right scenario, try to be both sided.

However, recognize that Left Brainers mostly make decisions in companies, so we as Right Brained creatives have to learn to speak with them in their own language to be effective.

Strat + Creative. If integrated well = efficacy. Otherwise there will be a disconnect. (See “The Brand Gap”_

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TAKEAWAY – Frame it! If you don’t frame your thinking for the Left inclined, you’ll lose it. Justify, explain your logic. That context is what it takes to get the Left on board with an otherwise mystical/non-linear Right solution.

“This is not about a logo and a color.” It’s about delivering on your business goals/vission. What are you trying to achieve ≠ do you like the logo.

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Ask the right questions. What are your goals? Strategy? Context?

Get to know your client. David and Cesar found their best solutions came through getting to know their client, their personality and needs.

It would seem Empathy is playing a large roll again. Working from the feeling level.

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Serious Play – “You cannot be innovative until you are ready and willing and able to seriously play.” This phrase frames their approach to Milliken. But they had to find ways of taking it off the page, making it more than words, for the Left Brainers.

Their Strat/North Start Development took about 4-5 months w/ Milliken. Working with execs to get everyone on the same page.

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Designers bring a point of view.

Strat is not words on a page. Get the whole team in on understanding & internalizing those words and let them serve as a becon to guide creative.

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Positioning is a lens for everything

PR, Product, even HR evaluations. Not just for communications. 

Effective brands start with the business. Don’t let the tail wag the dog. A vibrant and aligned internal culture will cultivate the brand from the inside out.

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Why was SALT effective at Milliken?

They found ways of communicating with their client that made sense to them / resonated with them.

They brought them into the creative process.

Found ways to get them to take ownership of the ideas, that way they’ll be more effective.

(again, see “Smuggler’s Guide to Innovation”)

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“Empathetic Research” = taking time, being with the right people, listening, asking the right questions.