The Power of Four Understanding the Four Dimensions of Human Communications
The Power of Four Understanding the Four Dimensions of Human Communications
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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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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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Kim CastleWith 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. - Visit Kim Castle's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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