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The magic of cognitive profiles. The key to successful creative and brand management

In the dynamic field of branding, the distinction between a brand that merely captures attention and one that leaves a lasting impression on consumers often hinges on the diversity and complementarity of the cognitive profiles of creative teams. Careful selection of these profiles enhances creativity and optimizes strategy, design, and brand activation processes.


By Fabricio Mancebo, Creative & Brand Director / Author of the Book "The Revolution of Brands®" / https://fabriciomancebo.com/ 


Cognitive profiles represent unique patterns of thinking and perception that influence how we approach problems, generate ideas, and make decisions. The theory of cognitive profiling, which is based on research in psychology and neuroscience, identifies different thinking styles, from analytical and logical to intuitive and creative. This knowledge is invaluable for any manager who wants to boost the potential of their team.

It could be argued that cognitive diversity is the source of innovation. One of the biggest mistakes companies can make is to create teams that are homogeneous in terms of thinking. Cognitive diversity, defined as the inclusion of individuals with diverse thinking styles (such as analytical, clarifying, ideation, and execution), is a crucial driver of innovation.

A group comprising individuals with analytical and creative profiles, as well as methodical and intuitive ones, is well-equipped to address challenges from multiple angles and identify innovative and effective solutions.

To illustrate, in a work session, an individual with a more ideating profile might propose bold and unconventional solutions, while an analytical profile might assess the feasibility of these ideas, grounding them in practical solutions. This synergy not only enriches the process but also ensures that the ideas generated are both innovative and executable.

In brand strategy formulation, cognitive profiles play a crucial role. An effective strategy must be multifaceted, addressing both the emotional and rational aspects of the company and the consumer. Here, the cognitive diversity of the team allows for a deeper and more holistic understanding of the target audience.

An analytical and clarifying cognitive profile can provide a deep understanding of market data and consumption trends, while an intuitive profile can capture emotional and cultural insights that are not evident through numbers and statistics. This combination enables the creation of brand strategies that are not only data-driven but also emotionally connected with the audience.

Similarly, brand activation is about creating memorable experiences that connect deeply and lastingly with the public. Knowing your audience's cognitive profiles allows you to design activations that truly impact and deliver results. For instance, an interactive campaign that encourages active participation may be more effective for those with a more practical and kinesthetic cognitive profile, while a visually rich campaign may attract a larger audience with a visual and emotional profile.

It must be acknowledged that selecting these profiles to form a productive working team is not an easy task; it requires a combination of intuition and analysis. It is crucial to understand the strengths and weaknesses of each potential team member, as well as their work and thinking styles, and where they feel most comfortable. In-depth interviews, cognitive aptitude tests, and psychological evaluations can be useful tools in this process.

However, it is also important to remember that cognitive diversity must be accompanied by a culture of respect and collaboration. A diverse team can only function well if its members respect each other and are willing to listen and learn from one another. Fostering an environment where different perspectives are valued is as important as the selection itself.

The key to a team's and a project's success lies in their ability to innovate and adapt. The careful selection of profiles to form creative, strategy, design, innovation, and brand activation teams is not just a competitive advantage but a necessity for any brand or company that aspires to stand out. When managed well, cognitive diversity becomes an inexhaustible source of innovation and creativity, taking brands to new levels of success and recognition.

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