R R 5 Left brain reality vs. right brain perception “Left brain” management deals with reality “Right brain” marketing deals with perception Left brain management believes . . . “If we change the reality of the brand, that will easily change consumers’ perception of the brand.” Right brain marketers know that’s NOT true. Changing “perception” is the most difficult job in marketing 5 Right Brain Functions • Holistic thought • Intuition • Creativity • Art and music Left and Right Brain Functions Left Brain Functions • Analytic thought • Logic • Language • Science and math