Plato, Aristotle and the art of telling brand stories

Just to show that insights and inspiration can come from any source, I’m going to transport you back to the intellectual cauldron that was ancient Athens.

Sam Leith’s recent book on the lost art of rhetoric, ‘You Talkin’ To Me?’ draws heavily on the the principles of public speaking and framing of persuasive arguments from an age before Gutenberg let alone Google.

He isolates the three key elements of a persuasive argument:

Ethos – my credibility

Logos – the rational reasons for my argument

Pathos – my emotional appeal to you

These approaches and their combination are basically what we build for brands when we tell their stories, either via crafting content or working out how to build a plan to fit the consumer journey.

I saw a really inspiring presentation from an M&C Saatchi planner this week that also suggested that in combinations of two, these principles are great foundations for building brand positionings. His argument was that by using all three there is a danger of being all things to all men.

Anyway there you have it. Check out Sam Leith and his search for the perfect rhetorical argument and get a different perspective on your planning issue.

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