How many times have you justified a purchase by saying, “I bought it because it felt right”? In reality, our purchasing decisions are not only rational, but influenced by deep mental processes. Simon Sinek's Golden Circle, combined with neuromarketing, explains how brands and companies can communicate effectively to attract and retain consumers.
The Golden Circle theory, elaborated by Simon Sinek in his book Start with Why, is based on three concentric levels, the "why”, the “how” and the “what”. Let's see how these concepts influence consumers' purchasing decisions.
The Why represents the mission and the reason why a company exists. It is deeply connected to the limbic brain, which controls emotions and memory.
The How defines the strategies and methodologies to realise the brand's mission. It is associated with the reptilian system, which governs instincts and security.
Example: A company that emphasises sustainable materials in its products communicates the How by making the values behind its choices clear.
The What is the tangible offer of the brand. It is linked to the prefrontal cortex, the part of the brain responsible for rational thinking. In the What we evaluate elements such as: price, technical features, tangible benefits
Neuromarketing uses neuroscientific studies to influence consumer choice by stimulating the different areas of the brain involved in decision-making.
Companies that put the Why at the centre create an authentic bond with customers and differentiate themselves from competitors. A brand that communicates its values clearly and consistently gains more trust and loyalty.
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