The branches of our communications tree translate and distribute our core values expressed as emotional benefits that our clients and customers value. There’s no other way to reach people.
Branches stretch out as far and wide as possible to help the leaves reach light. All decisions by human beings are (by their very nature) human and emotional. People are not algorithms. They’re messy and they make mistakes. They often make decisions not in their own self-interest. They’re not economic units. Trying to appeal to logic will just break our heart.
Our underlying principles and core values and emotional benefits should be presented in a way that appeals to the hearts of our clients and customers.