At some point in history we lost our way … Today, some people insist that we have found it… Did they say that seriously? do they believe in waht they are saying? And if so, what goes first?
Right of precedence 1: From learning and knowing
Here comes the first question on the right of precedence, assuming it is true that we can self-proclaimed that we are a “knowledge society” (seeing what happens over the world I think that in the last 50,000 years we have learned little): Are we a knowledge society or should we be a learning one? Particularly, I think that the desire to learn precedes the one of knowing and recognizing … Why do we start from the back?
Right of precedence 2: Between the emotion and reason
We use to say there that a good branding process (as many other things) begins with the rationalization of thought and then the creation of something in line … First strategy, then creativity.
However, and this viewed from a medical point of view, in our brain the limbic system has the right of precedence over the neo-cortex … In simple: the emotions (which are driven by the limbic system) acts sooner and with greater intensity than the reasoning (cruelly managed by the neo-cortex).
Then: If the excitement is ahead of reason (BTW, smile is a unique and emotional capacity of the human beings … no, no, no… hyenas don’t laugh and dolphins neither … and your panda-faced dog , less), why the hell we act like machines forcing things, our brains and even ourselves, to go up against? Is it not necessary first to dream, feel, create the big picture, and then rationalize it and create expressions that communicate the dream?
What horror, these thoughts in the mouth of a consultant …
Right of precedence 3: Between market and make us buy
In a company, it is worth more to think about how to sell … In fact, many of them give preference to sales rather than marketing … This would be like blaming a gun for the death of someone instead of blaming the one who shooted him/her… No?
What comes before? The one who thinks, creates and establishes the relationship of the company and its revenues with the key audiences or the one who is executing that plan?
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