• Golden Circle

The Golden Circle is a communication tool based on the questions Why, How and What - created by strategist Simon Sinek. At the center of his circle is the question of the why. Why does a company do what it does? What vision does it follow? What purpose is it based on? The answers are the guideline for all the company's actions and considerations. Only then do the questions arise as to how the company acts and what it actually does. Focusing on a visionary corporate goal enables both the target group and the company's own employees to identify better with the company. The application of the Golden Circle thus promotes the success of a company in terms of its sales and its attractiveness as an employer. In addition, the Golden Circle offers a successful strategy for not losing sight of one's own vision, even in times of crisis.

▶ Video recommendation: Positioning companies - The Golden Circle

▶ In the blog: Golden Circle - brand mission statement (with free template)

• Guerrilla marketing

Guerrilla marketing describes marketing campaigns that stand out due to their unusual, sometimes rebellious implementation and can also be implemented with a small budget. These can include unusual objects or sensory-deceptive installations. This type of marketing attracts more attention thanks to the surprise effect. One example is the deceptively real-looking imitation of a dead whale placed on a beach by Greenpeace, with huge amounts of plastic waste pouring out of its mouth. The term guerrilla is derived from the field of warfare, in which an opponent is confronted with surprise attacks from ambush.