I created this model almost 20 years ago to explain why most marketing communications fail.

You see, for years people have believed that you can influence through external communications – which of course you can – but only if what you’re seeking to promote or change is appealing to the audience.

Great external communications might attract people to consider a brand but they won’t fundamentally change it. That happens when you continuously improve and change your products and services for the better and in order for that to happen, you need great internal communications.

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