The main difference between mediocre firms and great ones is not just vision, but execution.
The analytics only approaches lacks synthesis and drives to do everything – load a brand of all possible attributes, please all demographics.
Creativity and design should take center stage, as well attention to Man himself; never seeing him as a means to an end, but always having his integral growth in mind.
The most interesting brands are those at the extremes of the market, not at the center.
Data analysis doesn’t help you in defining a value proposition fit for the future – it is necessary to dig out data, but it is key to be driven by theories and ideas.