Logic and Magic: The Mantra to Building Successful Brands

Speaker: Shalabh Atray, CMO, Krat Heinz Australia

The key to building enduring brands, campaigns and innovations is to get the ‘balance’ of logic and magic right.

Logic is all about being ‘relevant’, understanding consumer needs and desires and creating a brand, an idea, a product that serves these needs and desires of consumers. ‘Logic’ is what gives brands the license to exist. Its what appeals to the minds of consumers.