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The Marketing Helix is maintained by Digilu. For speaking and workshops, see Mike Millett Speaking. Essays about the framework are published at mikemillett.com.

Trust, relevance and timing each present for a different stretch; the marketing message is closest to the customer only where all three overlapThe customer is a dark straight line moving left to right, with one blue marketing message orbiting it. Below, three bars show when trust, relevance and timing are each present. They start and stop at different times. In the shaded stretch where all three overlap, the orbit is at its closest to the customer. Before and after it, the orbit is wide. Customer Marketing message Trust Relevance Timing All three at once Each comes and goes on its own. In this example the message is closest while all three hold.

The Marketing Helix

Trust, relevance, and timing each come and go on their own schedule. The marketing message is closest to the customer only while all three hold at the same moment. They rarely align by accident, and the alignment does not last.

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