In brand rhetoric, Ethos is essentially the authoritative appeal of your messages. In balance with Pathos and Logos, Ethos is a strong factor in building and sustaining a reputation for your company. But the components of Ethos can sometimes be elusive; discovering the elements of your business to emphasize when developing content is a more difficult process than you might first imagine.
Brand rhetoric is increasing in importance. There is no shortage of marketing messages, and if your message isn’t speaking to your audience directly, it’s going to be ignored. One of the most important principles of rhetoric is targeting your audience effectively. That means building an understanding of your key demographics, and creating a specific message for those demographics.
Coca-Cola isn’t just a classic American brand; it is recognized around the world as one of the most heavily favored and instantly recognizable beverage brands. It is held as a partner in major restaurant chains, a solid blue chip in investment portfolios, and a reliable go-to in refrigerators around the world. But it also attracts a strange brand mystique, with collectors lusting after practically anything with the Coca-Cola wrapped around it.
In brand rhetoric, Pathos is essentially using an emotional appeal to build your brand and win the loyalty of new customers. There are many different ways to build and utilize Pathos in your marketing, but the best avenues are usually the simplest.
Almost anyone can recognize the iconic golden arches of McDonald’s, which is now consistently ranked as one of the best fast food chains in the world. The company started in 1940 and has expanded to establishments in over 119 countries, serving 68 million customers every single day.
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