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Leading to the communication strategy

turning insight into incite!


the communication is at its most effective
when it resonates with what its
audience
thinks and feels

and succeeds in inciting a behavior


change
We noticed that theres a pattern
for how leading brands
communicate
And its the complete opposite of
the way everyone else
communicates!
We have understood the way leading
brands think and communicate
through the Golden Circle
The Golden Circle

why

how

what

Limbic HOW and


WHY
Neo Cortex
WHAT
Most companies
communicate from
the outside in.

why Purpose / Belief

how Point of difference

what Features
WHAT HOW WHY

If Apple was like everyone else, a marketing


message from them might look like this:

We make great computers

Theyre beautifully designed, simple to use,


and user friendly

Wanna buy one?

Thats how most of us communicate.

Its uninspiring.
People dont buy what you do
People buy why you do what you
do
All leading brands
communicate from
the inside out!

why Purpose / Belief

how Point of difference

what Features
WHAT HOW WHY WHY HOW WHAT

Heres how Apple actually communicates:


If Apple was like everyone else, a marketing
message from them might look like this: Everything we do, we believe in challenging the
status quo.
We believe in thinking differently.
We make great computers

The way we challenge the status quo is


Theyre beautifully designed, simple to use,
by making our products beautifully
and user friendly
designed, simple to use and user friendly.

Wanna buy one?


We just happen to make great computers.

Thats how most of us communicate.


Wanna buy one?

Its uninspiring.
Now were also perfectly comfortable with buying
anything from apple!
Pe o pl e b uy n o t

what you do,


b u t w h y yo u
do it!