As a matter of fact, it is the whole hierarchy of communications condensed into thirty seconds of film. Here they are:
In other words, when communicating, the likelihood of people listening to what you have to say depends on the following three things, in order of importance:
1. Who you are
2. How you communicate
3. What you communicate
This is, of course, in stark contrast to how most communications planning is done. It is a process dedicated almost invariably to trying to figure out what we want to communicate and then, only then, we treat the how part as some sort of creative add-on. As for the who bit, we don’t disect the brand’s current relationship with the target/audience/tribe nearly as much as we should.
Time for a reversal, right?
Right on the nose.