In 2010 Google ran a Super Bowl ad titled, “A Romance in Search” about a long distance love affair played out in search phrases, starting with “study abroad in Paris” and culminating with a search for “How to Assemble a Crib.” The commercial was a breakout moment for the brand to balance its reliance on data-driven search with the emotional and personal impact of searching for everything needed to pursue love and a future life together.
As @gabriellepomay tweeted: “was watching the superbowl (coincidentally as an American girl in Paris ) and this made me cry!! Best ad of the whole superbowl!”
The application of data to marketing is far more effective when you recognize that true brand intelligence lives at the intersection of both head and heart, where the emotional self meets the analytic self, noted Andrew Frank, research vice president, Gartner for Marketing Leaders.
The Intelligent Brand Framework Explained
Gartner’s Intelligent Brand Framework helps you identify your brand’s power center, while ensuring balance and agility across disciplines for more holistic digital marketing. The framework helps in three ways:
- Identify your company’s (or product line’s) preferred quadrant so you can assess strengths and weaknesses
- Understand which approaches tend to work best in which situations, so you can be more agile and deliberate in your campaign planning
- Observe and highlight the benefits of different approaches to make your organization more balanced and adaptive over time