There is a continuing argument, a battle between art and science as the key to marketing success.

It's silly.

You need BOTH.

It takes creative genius, artistic skill, inspiration, thinking outside the box and a dose of bravery to produce great marketing.

But how do you know what to try and communicate, or even who to communicate to?

How do you know whether your brilliant idea paid off, or, like New Coke, was a fantastic bomb despite all the reasons why it was going to and should have worked??

Survey, Test and Measure. Science.

Art and Science, Science and Art.