Professional Innovator Event Review
By Jennifer Simpson - Cobbetts

The latest event in the Future Pro Manchester Pro Innovator Challenge took place on Wednesday morning at Cobbetts LLP in Manchester. 
Bryan James, Creative Director at Big Yellow, with over 20 years experience as a senior creative and marketing communications practitioner, led an interactive session on “Why Market Emotionally?” The workshop focused on brand identity and particularly how we engage with marketing through our emotions. For example, over 98% of our purchase decisions are based on our emotions and later justified by logic.
Another interesting fact was that over 60% of our decisions come through our eyesight. It was a fascinating session which got everyone thinking about the affect marketing has on individuals and by pulling back the layers from what we see, feel and act upon in everyday situations, Bryan revealed how this could be transpired into an organisations identity. By using a very clever method called “DNA matching,” it was shown how information can be extracted on how individuals feel about an organisation, thereby conveying an instant result on areas of advertisement which may need improving. He also demonstrated that loyalty to our clients is emotional rather than rational and that by connecting through branding, we are able to develop our creative solutions and give the client what they want.
The session was a huge success and proved invaluable for organisations in branding and implementing marketing initiatives.

If you have been to one of events and would like to send us your reviews please email Sam.booth@pro-manchester.co.uk