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.
-
It’s All in the Attitude
What is it that drives your business? Justin Herald believes it’s all about attitude.
-
American markets doing well because they are not Europe
Markets are very confusing right now. For example, why are US equities rising alongside bond yields? NAB’s David de Garis says the argument is you have to put your money somewhere. What could possibly be wrong with that approach?
-
Oil rises as Saudi’s don’t budge, gas to Europe unlikely this week
More caution in markets today. Oil prices are back up. NAB’s Ray Attrill says a chunk of that was Biden’s failure to convince Saudi Arabia to up production. Meanwhile, it seems less likely that Russia will turn on the gas taps to Europe this week.
