{"id":10694,"date":"2021-12-22T16:42:02","date_gmt":"2021-12-22T15:42:02","guid":{"rendered":"https:\/\/apical.org\/the-golden-circle-the-secret-of-transformative-branding\/"},"modified":"2023-02-22T17:42:22","modified_gmt":"2023-02-22T16:42:22","slug":"the-golden-circle-the-secret-of-transformative-branding","status":"publish","type":"post","link":"https:\/\/old.apical.org\/en\/the-golden-circle-the-secret-of-transformative-branding\/","title":{"rendered":"The Golden Circle: the secret of transformative branding"},"content":{"rendered":"\t\t
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The Golden Circle: the secret of transformative branding<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Have you ever heard of the Golden Circle? If you are about to launch a project or want to grow your brand, you cannot do without it.

The Golden Circle theory refers to a famous speech given by Simon Sinek during a TedX<\/u> held in 2014 on the topic of leadership.<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The Golden Circle, Simon Sinek<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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What is the Golden Circle<\/b><\/h2>
\nDuring his speech, starting with a very simple analysis, Sinek explains<\/span> why some brands are more successful than others<\/b>, pointing out that, in most cases, they all try to sell their product by presenting its features and functionality (the “what”)<\/em> and in some cases even how they do it (the “how”)<\/em>. <\/span> \n\nWhat many people lack is an explanation of“why<\/em>,” which obviously cannot be just “to make money.” In fact, the why refers to the <\/span>deeper motivations for creating and selling a particular product<\/b>. <\/span> \n\nLooking at the depiction of the Golden Circle, we can say that the vast majority of brands start from the outside of the circle, from the “what”<\/em> to slowly (and not always) get to the “why,”<\/em> that is, the <\/span> brand’smission <\/b>.\n\nApple, on the other hand, is the best example of a company that decided from the beginning to go against the current and start from the middle of the Golden Circle. In a world of tech companies screaming “buy my computer because it has more memory, is more powerful, has a bigger screen, … … …”<\/em> Apple said. “we believe that there are people who have the ability to change the world, so we create simple, beautiful, high-performance technology to enable anyone to express their creativity.”<\/em>\n
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How does this translate into the world of experience?<\/strong><\/h3>\n
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\n\nAs we know, the market is saturated with offerings in any field, and the world of Travel and Experiences, of course, is no exception. <\/span>\nFor each destination, there are numerous players, from tour operators, accommodations, activity providers, and so on.. Sure it can be useful to list all the services included within a tour package or experience, give a beautiful handout or highlight the price, but all this does not help to stand out from the crowd. Just as waging a “price war” on competitors will not help us grow: we will only achieve a decrease in revenue, going on to diminish the value of what we offer as well.\n
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What then is the key?<\/h4>\n

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Undoubtedly, the quality and originality of the offer play a key role, but from the point of view of communication what really matters is to convey why<\/strong> we decided to do a certain thing. <\/span>\n\nSo what is key in communication is to explain, for example, that you have chosen a particular destination because you believe it is a place where people are “reborn,” and to support them on this journey you have created experiences where it is easy to feel good, to meet each other, to discover new things, and to rediscover yourself. Only as a final step, comes the “what<\/em>,” then the package and all that is included: 8 days, 7 nights, yoga class, etc.. <\/span>\n\n\nIf this is true in all fields, it is even more so in the Travel world. This particular industry is one of the few that is capable of creating<\/span> products and transformative experiences<\/b> that can have an enormous <\/span>impact<\/b> on people’s lives, and that is precisely why it is crucial in communication to make its mission shine through.\n\n<\/span>

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Learn how we approach the topic of identity within the Pilot Program<\/b><\/h5>\n
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\nFor us at Apical, the theme of the<\/span>identity<\/b> is fundamental; that is why the Golden Circle theory, combined with the compilation of the <\/span>Business Model Canvas<\/b>, represents the very first step addressed by projects participating in the Pilot Program, the accelerator program for Travel projects. <\/span>\nThroughout the<\/span> training course, <\/span>this theme, will be flanked by sprints covering the <\/span>communication<\/b>, the <\/span>marketing<\/b>, the drafting of a <\/span>business plan<\/b> up to and including <\/span>design and creation of products<\/b> proper.<\/span>\n\nIf you think the Pilot Program might be of interest to you and your project, click the link below and learn more \"\ud83d\udc47\"<\/span>\n\n <\/span>\n\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Sopri Apical Pilot Program\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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We look forward to learning about many new projects and supporting you during this wonderful journey!<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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