From the course: Learning Cultural Strategy for Design

Four truths: Category, company, consumer, and culture

From the course: Learning Cultural Strategy for Design

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Four truths: Category, company, consumer, and culture

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- On the road to designing culturally relevant brands, we need to come up with a solid strategic proposition. Because today people don't care about what you do. They care about why you do it. Simon Sinek, a great speaker and marketing consultant, came up with a simple, yet powerful way to help brands find their why. He calls it his Golden Circle. Most marketers know what they do. They sell computers. They make cell phones. They sell books. Many even know how they do it, using their unique selling proposition, their differentiated process. But very few know why they do it. Using Netflix as an example, I'd like to show you how it works. Think of the outer rings. Using Netflix, we'll start with their what. Hi, we're Netflix. We're a streaming online service company. We sell online subscriptions. Do you want to subscribe? Versus if you start at the center with your why, it's a very different sell. Hi, we're Netflix. We believe in freedom and responsibility. We sell online subscription services. We just happen to be entertainment. That becomes a different way of communicating. In this course, we'll uncover how to get to your why for your brand so you can create the most interesting work that lives in culture. To start we'll want to create a strong strategic proposition. It's the anchor point for how we stimulate conversation and participation. It's our version of why. We'll use our framework called the 4 Truths or the four Cs, which are category, company, consumer, and culture to help us get to a solid strategic proposition. And we'll use the Martini Case Study as our illustrated guide on this journey.

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