The Power of Four: Understanding the Four Dimensions of Human Communications. by W. Vito Montone, BrandU®
We are often asked how we get a company or product understood in the marketplace so quickly. Easy, we build it as a brand. Yes, yes, you’ve heard Kim and I say this over and over.
But just maybe “how” is the wrong question. I mean, we know how, we’ve created the process that thousands of entrepreneurs are using worldwide and we continue to use it to start up new brands for ourselves and our partners (watch for some exciting announcements next month). Maybe the question should be “why?” “Why does it work?” is a more interesting question. It is the “why” that drives us to create processes for everything.
I love movies and books. I have hundreds of them in my library. Some I read or watch over and over. Why? They fit a feeling, situation or mood that I’m in. They inform and they inspire me. They are good stories. They connect with me. Why?
There is only one reason perennial stories work on us humans. They are “whole.”
I say that they are tales. A tale is a snap shot of something, a slice of life, a peek into a condition that in its full form makes no statement or conclusion. It just shows you something.
In my opinion there has certainly been quite a few good tales. But they all have one thing in common - they didn’t move me. Don’t get me wrong they were enjoyable, perhaps even poignant, but they didn’t give me a deep experience. Should the goal be to convince me to buy the movie or book and watch it over and over? I certainly think so. Brands you love have done that; they have shared a “whole” story with you.
Now think about marketing communications. Most of it may be enjoyable, may have shown you a snap shot of something, a slice of life, a peek into a condition that caught your attention. But did it last?
To be long lasting marketing communications must be “whole.” You must feel it deeply. It must address the whole of us. We don’t make buying decisions just on what somebody shows us. We go through a balanced four-dimensional decision-making process. It is no accident that our branding process is based on the four dimensional theory of manifestation called Unified Conscious Development.
The four filters of UCD must be applied to all aspects of communication, so that it can be perceived as whole and people can experience it fully.
The branding process addresses two sets of four – the four steps of the internal brand statement and the four steps of CLIC for external communications.
Here is the essence of the four filters that are applied to every thing we do and assure us that it is “whole”:
1) Clearly define the nature of the offering.
It doesn’t matter whether it is a company, a division, or a product - we need to understand the very simple nature of it. How is it thought of in the material world and what are its essential characteristics? Regardless of what we are communicating, we need the simplest understanding of what it is.
2) Share a fixed belief about it.
Nothing comes to life without you knowing what you think about it so we can decide what we think about it. It’s the proverbial “stake in the sand.” The author of a whole story knows where he/she stands and is proud of it. You are the author of the brand.
3) Share fluid aspects governing it.
The dynamic partner to a fixed belief is its fluid characteristics. This refers to factors that are consistent but able to change. It may be understood as the subjective, something that is relative versus absolute. It’s like hiking in the woods going east to get home but having to go north or south around obstacles to reach it.
4) Know the context of it.
The relationship of a company, a division, or a product to the whole of everything must be addressed. While it is often unseen or intangible, this filter provides the relevance. It involves addressing how the offering fits with other products, fits within a customer’s life or how it impacts the world.
Together all four filters, correlating to the four dimensions of our existence, will tell the “whole” story, enabling our customers to experience our brand. Now you know why.
© Castle Montone, Limited
The Power of Four Understanding the Four Dimensions of Human Communications - To learn more about this author, visit Kim Castle's Website.
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Kim Castle
(Visit Kim's Website)
With nearly two decades in the advertising
and design business, with clients like
Domino's Pizza, General Motors, Direct TV,
Pedigree, Wolfgang Puck, Higher Octave
Music, Hollywood Celebrity Products,
Disney, and Paramount, as well as
thousands of entrepreneurs around the
world define, structure, communicate, and
position their business for greater
profits, BrandU(R) co-creators Kim Castle
and W. Vito Montone discovered that
entrepreneurs could experience the same
power that big brands command for a
fraction of the cost with the world's only
process-based results-drive Integral
approach to business creation.
BrandU(R) is helping entrepreneurs grow
with the power of extreme clarity from
idea...to brand...to market(TM) and
helping one million entrepreneurs become
successful and whole so that they can make
a difference in the world. Are you one of
them?
If you want to experience clarity all the
way to the bank(TM), get started now at http://www.brandu.com.
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