The conscious mind is the realm of rationalization. Decisions are justified but not born there. People are driven by deep desires and half articulated dreams they are barely conscious of. This is the realm of the unconscious, a vast and rich repository of powerful feelings, images, memories, myths and associations. Touch these and you reach people at their very heart. You affect their thoughts, feelings, decisions and behaviour. And there is only one way to do that - through words, sounds and images. Big ideas born of intuition and the creative imagination.
This is an art, not a science.