The trunk of our communications tree is our core values. These are our principles in action. These hold the tree up and carry water and minerals up from the roots through the branches to the leaves.
And (amazingly enough) the leaves take food in the form of glucose from the leaves down through the branches and trunk to the roots. Virtuous circle, right. Self-sustaining and ecologically aware system that promotes healthy growth. Our core values are the trunk of our organization. That’s where everything stems from.
If we cut down our core values, we’re hacking into the very drivers of all our communications. The core values hold everything together and transport the underlying principles through the emotional benefits into every kind of media.