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MORE THAN WORDS: MOVING FROM COMMS TO KINETICS

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HI! I’M MARCUS.

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@Marctothec

WORDS.

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@Marctothec

@Marctothec

@Marctothec

WE ARE LIVING IN THE MIDDLE OF A REMARKABLE INCREASE IN OUR ABILITY TO SHARE, TO

COOPERATE WITH ONE ANOTHER, AND TO TAKE COLLECTIVE ACTION…ALL OUTSIDE OF THE

FRAMEWORK OF TRADITIONAL INSTITUTIONS.

- CLAY SHIRKY

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We will deliver a superior experience to our customers every day. Our products will be the

best and we will offer the most customer-friendly and reliable service in the market.

- Comcast Mission Statement

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@Marctothec

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THEY’RE ALL TALK.AND TRUST REQUIRES MORE THAN WORDS

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FROM TO

BRAND COMMUNICATIONS BRAND KINETICS

TALK

PROMISES

ACTION

PROOF

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@Marctothec

@Marctothec

@Marctothec

@Marctothec

People don’t buy what you do. They buy why you do it.

- Simon Sinek (Author, “Start With Why”)

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OPTIMISM EVERY BODY IS AN ATHLETE CHALLENGE THE STATUS QUO

BRAND BELIEF = MY

BELIEF

© 2016 • Marcus Collins • All Rights Reserved

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MORE THAN WORDS.IF YOU WANT TO DEVELOP TRUST

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LIMBIC SYSTEM

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LANGUAGE RESIDES IN THE NEOCORTEX

WE MAKE “GUT DECISIONS” AND USE FACTS TO RETROACTIVELY EXPLAIN OUR BEHAVIOR

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Human beings aren't rational animals; we're rationalizing animals who want to appear

reasonable to ourselves.

- Elliot Aroson (Harvard Applied Social Psychologist)

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BENEFITS FOCUSED

WHY FOCUSED

TRANSACTIONAL RELATIONSHIP

LOYALTY-BASED RELATIONSHIP

START WITH WHY

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LET’S WORKSHOP THIS.

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TAKE A BRAND

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WHAT’S THEIR CONVICTION?HOW DO THEY COMMUNICATE IT?

HOW DO THEY PROVE IT?

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@Marctothec

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ERNEST SHACKLETON, 1874-1922

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MORE THAN WORDS.

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@Marctothec

THANK YOU MUCH!