There is a practice-oriented science that has existed for over 2,000 years and has been dealing with what can convince audiences: Rhetoric.
Based on this, we have developed our own brand model. Originating from Aristotle, the idea is that there are only three modes of persuasion: Logos, i.e. the rational arguments, Pathos, the emotional appeal and Ethos, the credibility inherent in the brand. Logos and Pathos continuously shape the ethos – they pay into the brand. We analyse this triad and use it for successful brand development and leadership. It sounds logical and fresh and yet it is a proven standard. Woah, and there they are again, those three.