You’re probably familiar with the concept of the Brand Wheel. It’s a useful tool for evaluating the character of your brand and the benefits it provides to your customers.
Ulli Appelbaum, Director of Brand Strategy at SapientNitro, says this conventional tool is useful, but our behaviour tends to be driven more by persuasion than a strict evaluation of benefits. His Brand Persuasion Wheel focuses on six principles of persuasion that can be leveraged by marketers. He says these elements transcend time and geography.
On today’s BTalk we go through each of these key elements and discuss how marketers can apply the wheel to their marketing and branding activity.
-
Selling to the Big Retailers
Retail expert Julian Josem explains how to get your product onto store racks or supermarket shelves.
-
Recruitment 2.0
Peter Noblet from Hays talks about how to involve social networking in the recruitment process — and answers that ethical question, should recruiters snoop on applicants’ Facebook pages?
-
Fire, Flood and Phones
How the telecommunications industry coped – and helped – with significant weather events this summer.
