SWW Discussion 2 & New Loyalty Article
Part II: An Alternative Perspective (Chs. 3, 4 & 5) Cite all quotations or external research appropriately.
Chapter 3: The Golden Circle (such an important chapter!)
In your own words, what is “The Golden Circle?”
What is the ultimate purpose of “The Golden Circle?” How does this connect to Internal Communication (IC) and Corporate Communication (CC)?
“People don’t buy WHAT you do, they buy WHY you do it” (Sinek, pgs.39-41). How do we see this manifest in today’s marketplace? Hint: think of your own brand loyalties.
Explain why a clear sense of WHY is vital (or not?) to differentiation.
Select a brand not mentioned in the book thus far. Research the brand’s mission, vision, products/services, marcomm messaging, strategies and tactics, reputation, etc.
Explain the brand using The Golden Circle.
Then, rewrite your brand’s marketing message so that it starts with WHY (see Apple example pgs. 40-41). *Everyone must select a different brand—no duplicates.
Chapter 4: This is not Opinion, This is Biology (aka Sneetches)
Stemming from Sinek’s insight on page 59, answer the following, “I can’t help but wonder if the order of the expression ‘hearts and minds’ is a coincidence. Why does no one set out to win ‘minds and hearts’?”
“Products with a clear sense of WHY give people a way to tell the outside world who they are and what they believe” (Sinek, pg. 64). Pick a brand/product that you think demonstrates a clear sense of WHY and explain your views. (Hint: be sure to consider logos).
Chapter 5: Clarity, Discipline and Consistency (Everything in this chapter. ALL of it.)
Carefully review Sinek’s points about Clarity, Discipline and Consistency. Why is each important? How do they integrate? What is the value for IC and CC?
Besides clarity, discipline and consistency, what are two key “take-away” points from this chapter that resonate with you? Explain the importance and value of each and draw a connection to IC and/or CC.
In Chapter 5, Sinek states, “For values or guiding principles to be truly effective they have to be verbs. It’s not “integrity,” it’s “always do the right thing.” Do you agree with the author’s statement? If so, are PSU’s values effective?
The New Loyalty
What connections do you see emerging between SWW and the article about purpose-driven branding. Identify and explain at least three specific connections. Provide one marketplace example for each.