Logos, Ethos, Pathos


Behavioural economics have proven we are not the rational beings we purport to be.  For too long marketing and market research focused on Logos (and we’re not talking about the Nike swoosh here). Instead Logos – the Greek word for appealing to logic and reason.

In a world of commodity products, companies must also appeal to a person’s Ethos (their ethics or character) and more importantly, play to Pathos (emotions and heartstrings).

Strong brands know how to make the leap from logic to emotion. See some of our favourite brands here.