On the one hand there were the left brainers…
These were the very smart, very strategic, and often very expensive consultants.
They provided analysis, chart decks, and strategic vision, but they always left us short when it came to activating the brand with the consumer.
On the other hand there were the right brainers…
Mostly ad agencies, they were handed the strategy and asked to develop communication.
But, without a firm grasp on the “business” they tried to create their own way to something that was on strategy. Their efforts seemed to always fall short too.
The solution was in a new way of thinking…
In 1991, positioning was still almost a theory; we decided to make it a practice.
We organized a team with complimentary talents all with the common trait of being both genetically creative and strategically trained.
CenterBrain is conceptualized
CenterBrain is test marketed
CenterBrain is launched
CenterBrain Partners is created
CenterBrain Thinking is published in U.S.
CenterBrain Partners' China office opens
CenterBrain Thinking is published in China