You don't ignite a cultural phenomenon by the numbers. You don't become a global conversation piece with a spreadsheet. You don't end up a sensation, or even a standout by the rigid application of numerical data.
That's because there's no formula for lighting the fuse of the beautiful randomness of human psychology. That is the entire purpose of creativity.
The minimisation of chance from most business activities, can ensure greater success. Manufacturing reliable products needs the application of data to drive efficiency and certainty, as does the process of delivery logistics. Reliable, on-time products keep customers happy.
But when companies try to turn branding and advertising into an exact science that can bend to the will of a spreadsheet, that's when it all goes wrong. Marketing by the numbers makes brands appear bland and easy to forget.
The process of reaching out, telling a story and making a psychological connection always carries with it a degree of unpredictability. Companies that desire true brand success need to recognise that the only thing that will get them what they want is creativity. It's the most powerful tool in the world.
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