Sorry Spock, Emotions Drive Business: Proving the Value of Creative Ideas With Science Paperback – February 5, 2019

Why does creativity in marketing and advertising work better? It's a question we creative types have often had to answer with inconclusive evidence. "It just does. Trust us."Adam spent five years researching and writing to provide the answer. And he's boiled it down so even dummies like me can understand. The science shows that we form deeper connections in our brains when we see emotional work as opposed to straightforward messaging. That's a simple summation of loads of work that went into this book, so I encourage you to pick it up and read the whole thing.Not only does Adam prove why creativity works better, but he provides thoughtful ways in which we as advertisers and marketers can use this knowledge in everyday applications. From tone hierarchy to the inclusion of data to back our ideas, Adam shows how both the left and right sides of the brain can work together to produce creative content that forms deeper connections. Highly recommended reading.

This book answers, with scientific and qualitative research, why creative ideas are essentially better than purely data-driven logical ideas for marketing. Adam carefully and thoroughly examines this age-old debate and holds a lens up to each perspective while giving us the tools, facts, and research to open up the conversation to our own teams and companies. I even purchased two more copies that I’m giving to my CMO and Director of Marketing because I know they’ll enjoy this book as much as I did.We know that creative ideas are important for brands, but now we have the scientific evidence to support why creative ideas deserve a seat at the table. This is essential reading for anyone in a creative and/or leadership position. I don’t usually highlight things when I read but I bookmarked so many pages in this book that are chock-full of brilliance. Buy it today, you'll be glad you did.

In the world of data, data, data, marketers face a real challenge in working to convince the data driven executives about the importance of stirring emotions in their customers. Emotions play a role in almost every customer decision and Adam does a great job of presenting data to support the need for creativity to be used along side data.Adam's description of the tone hierarchy alone is worth the price of the book. The tone hierarchy is a clear blueprint for creatives and marketers which describes the most effective areas of the customer journey to work creativity into data focused messages.

Do creative ideas work better? Adam Morgan takes this single question--the one that marketers have been asking creative professionals since the beginning of time--and delves deep into the worlds of advertising and neuroscience to answer it once and for all.It's a must-read book for skeptical marketers who want evidence that creativity and emotion can actually yield better results. It's a must-read book for designers, writers, and agency leaders who've seen their creative ideas shot down in favor of something "safe." And it's a must-read book for anyone who's interested in how our brains process information and record experiences. Basically, it's a must-read book for anyone who loves a great read.I personally read this book with a pen in hand, highlighting things I wanted to remember and come back to. It's that valuable.

Have you faced the dilemma of a client or business that says, "Creative ideas are marketing fluff"? This book is the answer you need to put in front of them. It is written in a clear, logical presentation of assertion and support so that even the most analytical-minded (the author debunks the out-dated left brain/right brain myth) reader can follow the sequence of proofs and the landslide of data that picks up where Ogilvy vs. Bernbach left off, leveraging the most current ideas in neuroscience and brand research studies. And it's paired with the wit and narrative finesse of an award-winning copywriter to keep the creatives reading along. And hopefully taking notes to share at their next strategy session or account planning brainstorm.

I literally just finished reading this book and I'm sad it's over! I spent an additional 30 mins thumbing through the references for more resources for continued reading. Adam takes you on a creatively intelligent journey through the idea of emotionally influenced marketing. This book explores how both tapping into the core of appeal and analyzing insights is the key to a successful marketing strategy. The fundamentals of neuromarketing and psychology has fascinated me for years but rarely have I found it told from the creatives perspective. Thank you Adam for giving the world a conversational and relatable read on a rather complex topic. I look forward to your next book!

Though many thoughts are not entirely new, there is nothing to dislike. Enhance my knowledge.

As a creative professional, who writes marketing content, this book validates a lot of my own gut intuition about what makes marketing copy “work.” Of course, Adam goes beyond his own “gut” feelings to really lay out the neuroscience behind why emotionally-engaging marketing works better.The book is a great read for any marketing or creative professional whose role is to reach audiences. It also provides a solid foundation of “proof” when you run up against skeptical stakeholders or clients for why taking a more creative and emotionally-engaging approach will achieve better results.

Marketing teams have begun to rely on using just data and user insights in their campaigns. They're leaving out the emotional human factor. Marketers think their customers are logical and only need a bulleted product feature list. What customers really want is to make an emotional connection with your product. This book clearly lays out the rationale for (and how) to combine both data insights and an emotional appeal in advertising.I'm a designer and I've been having this argument with marketers for the past 20 years. Now I can just give them this book and tell them they're wrong.