I can understand the inclination of businesses to crown data as king in marketing. It’s measurable and provides something to point to when justifying decisions (or looking for an excuse).
The problem is that everyone has access to data. It’s the ultimate commodity. Like a soccer ball in a kindergarten game, everyone is rushing after the same thing at the same time.
Brand advantage comes from using that data to determine the position that will be ownable and distinctive for your company, and that resonates with your audience.
A brand insight that meets those goals requires creating emotional connections with your customers. And that needs a creative spark that leaps beyond the logical data to provide your unique brand relationship that builds brand loyalty and business success.