Ethos, pathos, and logos are Aristotle’s three modes of persuasion, and they remain the structural backbone of effective advertising. Ethos builds credibility, pathos creates emotional connection, and logos makes the rational case. Every advertisement that works does so because it deploys at least one of these well, and the best campaigns use all three in…
A competitor SWOT analysis is a structured framework for evaluating a rival’s strengths, weaknesses, opportunities, and threats relative to your own position in the market. Done properly, it gives strategic teams a clear, evidence-based view of where competitors are vulnerable, where they are formidable, and where the whitespace is. Done poorly, it produces a slide…
Customer experience strategy, done well, is not a collection of touchpoint improvements. It is a deliberate operating model that determines how every part of a business behaves when a customer is present, or absent. The organisations that get this right do not just score higher on satisfaction surveys. They grow faster, retain more, and spend…
An executive summary marketing plan is a condensed version of your full marketing plan, written for senior stakeholders who need the strategic picture without the supporting detail. It covers your market position, objectives, key initiatives, budget allocation, and success metrics, typically in one to three pages. Done well, it shapes how leadership thinks about marketing…
A voice of the customer strategy is a structured approach to capturing what your customers actually think, need, and feel about your product or service, then using those insights to shape decisions across marketing, product, and commercial strategy. Done well, it replaces assumption with evidence and gives your team a shared language for what the…
AlphaSense is a market intelligence platform built for the kind of research that most competitive intel tools cannot handle: parsing earnings call transcripts, regulatory filings, broker research, and expert interviews at scale, then surfacing the signal that matters. For large corporations, it sits at the intersection of financial intelligence and strategic planning, giving commercial teams…
A persuasive message is a communication designed to shift belief, change behaviour, or move someone closer to a decision. The best ones do this without the audience noticing the mechanism. The worst ones announce their intent so loudly that the audience steps back before they’ve finished reading. Most marketing messages fail not because the product…
Peripheral persuasion describes the process by which buyers form attitudes and make decisions through indirect cues rather than deliberate evaluation. Instead of weighing arguments carefully, they respond to signals like credibility, familiarity, social proof, and visual fluency. Most marketing, whether marketers admit it or not, succeeds or fails at this level. The distinction matters commercially….
Focus groups give you something that surveys and dashboards cannot: the reasoning behind the response. When a customer tells you why they chose a competitor, or why a new product concept leaves them cold, you get the kind of signal that changes a brief. Done well, they are one of the most commercially useful tools…
Ethical persuasion is the practice of influencing buyer decisions through honest framing, accurate information, and psychological principles that work with how people naturally make choices, rather than against their interests. It is distinct from manipulation not because it avoids influence, but because it does not distort reality to achieve a short-term outcome at the buyer’s…
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