“数”造品牌价值的科学与艺术.pdf

The Art and Science of Creating Brand Value in the Digital Ecosystem Dominic Iacono Regional Sector Leader, Kimberly-Clark Asia Pacific “some thoughts on capturing attention with young women today” “SPOCK” logic and reason “KIRK” emotion and gut Copyright Star Trek to be truly logical is somewhat alien Copyright Star Trek Aristotle is the father of persuasion. More than 2,000 years ago he revealed the three elements that all persuasive arguments must have to be effective. He called these elements “appeals.” They are: ethos, logos, and pathos. Ethos is character and credibility. Logos is logic – an argument must appeal to reason. But ethos and logos are irrelevant in the absence of pathos – emotion. Emotion is not a bad thing. The greatest movements in history were triggered by speakers who were g