How can companies compete successfully in a sea of products and a flood of information? One possible approach that we recommend to our customers is value based branding. Brands attract people by values. Because values bind us together.
They are the foundation for the appeal and gravity of a brand.
Simon Sinek
Author Simon Sinek gets this approach. He puts it in a simple and understandable way:
People don’t buy what you do, people buy why you do it.
He illustrates this with a simple model called “The Golden Circle”. At the core is the question of “why?”
Information overload is one of the main challenges for corporate communication of SMEs. It raises the question of how companies can successfully stand out from competitors in a sea of offers and information.