Trinity Methodology

is a magic number 3

Three is so much more then two 2<3

While two equals duality and refers to a kind of interdependence Two equals duality. Two is intimate and refers to a kind of interdependence

While three embodies plurality, a significant shift of perception and possibility

No wonder many tribes and traditions perceive their divinities in trinities

Hindus see the circle of life embodied by a threesome

Brahma the creator, Vishnu the preserver, Shiva the destroyer

In Christianity, God comes in three ways

The father, the son and the holy spirit

Before Christianity, trinities were to be found anywhere in many ways

In the ancient Egypt, we find Isis, Osiris and Horus

And we could go on with hundreds or more of examples

> Zeus, Athena and Apollo (Homeric Greek)

> Anu, Enlil and Ea (Sumerian)

> Allat, Al-Uzza and Manat (pre-Islamic Arabia)

> The three pure ones Yùqīng, Shàngqīng, Tàiqīng (Taoïsm)

> Esus, Toutatis and Taranis in Celtic Mythology

> The Maiden, the mother and the Crone (neopaganism)

> Odin, Vili and Ve in Germanic Mythology

> The Triglav in Slavic Mythology

> The Roman Capitoline triad of Jupiter, Juno and Minerva

Many good things in life come in threes

Like three little pigs

Many marketing and branding models come in three too

In the early days, we had the old-school, vertical advertising model

It was largely based on messaging and managing the ad space with a personality device

(managing the ad space: interrupt leisure time and chase as many eye-balls as possible, no matter they like it or not)

The outcome is REACH , thanks to an accumulation of media interruption

In these days of new media and permission based marketing, it is challenged by a horizontal threesome opponent

Its aim is not to build reach, but CONNECTION

And if we combine both… REACH CONNECT

… that mashes up both the best of vertical and horizontal media use…

… and finally ends up in media-neutral, idea-centric and integrated thinking

What’s next?

It seems the most effective media are the people. The You and the Me when talking or sharing on the internet

So how to be part of the culture? How to be part of the conversation?

You need three things

We should have a unique story that is attractive to share and to believe in

a tribe of talking heads who would benefit of spreading

and a larger societal tendency that makes our story relevant.

A nice illustrative example of this recently happened in the US in a massive form

Experience of being part of something big and performing “Yes we can” Belief in a common project and goal “ Change we can believe in” Respect for the leader The power of a community

These days, brands are not its advertising idea’s , baselines or logos. It are simply the sums of the great idea’s that build that brand.  It is a coherent set of cultural idea’s with an intention.

As brands are clusters of cultural idea’s, you can depict them as molecules Run London Just do it Nike Plus Nike Free Nike ID Nike Considered Tiger Woods Brazilian Soccer team Jordan Nike BIZ Products Brand Company

On the basis of such a molecule is a belief system. To start engineering, you need to frame three things: the Brand performance, the basic assumptions and the brand mission Brand performance contemporary assumptions Brand mission

Please note that the market for something to believe in is endless