Hasta La Creative!

Author Martin Lindstrom, like many others who are drawn to the razzle-dazzle of new mind-mapping technology, often overlook the real nuts and bolts of what makes marketing really great.

Being great in brand building, in my humble opinion, does not start with technology, but with the power of a creative heart. Unlike Mr. Lindstrom who believes that until now marketing and science were "apparent opposites," I can tell you that much of what Mr. Lindstrom described in the book as powerful branding techniques were not new to me. Why? Because great creative minds in the agencies were using these techniques all along; we just didn't have the technology or the fancy names to label what we knew anyway.