15/08/2025
(By Rem Bruijn , Founder + Strategic/Creative Director)
Over the years, associates of associates who I have just met at work functions have, upon learning I 'work in advertising', asked what I specialise in. My response is always, "What do you mean?".
They would generally follow with "Do you specialise in television ads... or digital... or a particular sector of industry? Or are you more of a 'generalist'?"
It's at this point that there is immediately more than one conversation taking place. There's the one everyone can see and hear... and there's the one going on in my head. "Generalist?!? Ewww! No... yuck. That's a label I don't want to stick".
I could immediately sense how the term 'Generalist' would position me in their mind, and what else it was conjuring. ie 'Jack of all trades, master of none'... 'no true expertise'... 'zero deep knowledge' etc.
As an experienced creator, shaper and positioner of brands, I instinctively knew I needed to put some focus into properly articulating my own, to properly position myself to have businesses engage me to offer them maximum benefit.
So quite simply...
"Brainheart specialises in communication that resonates. As the name suggests, it’s about marrying the rational with the emotional as all effective communication must. You put your brand in people’s hearts by evoking an emotional response. You keep it there by underpinning the emotion with a fact or rational benefit that satisfies the brain’s critical faculty. Without emotion, the rational will be more than likely be overlooked. Without the rational, the emotional evaporates. Brain and heart —you need both. We are both."
The result is Brainheart has worked, and continues to work, across virtually any sector: Private, Public, Charity, Major Household Brands, SME, Start ups and Scale ups, B2B, Ecommerce, etc... across all advertising and communication mediums. Generally speaking, we do everything.
Yet we are not generalists. We are specialists in work that resonates, builds emotional proximity, expands brands' horizons for what they can stand for and be to people.
You may have noticed I never mentioned AI. Yes, we're all over it. We use it every day as an integrated part of our workflow. AI is even integrated into our brand name, right up front in the middle of the 'Brain' part of 'Brainheart'.
But it's only 2 letters. To specialise in 'resonance' you need more than that.
To prepare a brand for growth, and make it thrive from the internal culture out... to have it unite, elevate and energise the internal team, then resonate powerfully out in the world... you need processes that are proven, transformative and deeply human. Not just brain. Also heart.
https://brainheart.com.au/
