During the fourth century BC, a rather thoughtful fellow named Aristotle came up with what I consider to be the foundation of marketing (and incidentally, the core principles of Melissa Barber Marketing).
He called it the Art of Rhetoric, or the art of persuasion.
It contains three key elements:
Ethos – the character or credibility of the presenter
Pathos – the emotions of the audience
Logos – the logical patterns of reasoning presented
2,000 years later, many consider it the most important work on persuasion ever written. Now that’s thought-provoking stuff.
In my mind, it comes down to ethics, passion and logic.
Ethos = Ethics. Be authentic. Be honest. Be true to yourself, your company and your values. This is your brand, your reputation, in its purest form. Are you credible?