How Persuasive in the Case for Your Brand?
October 24, 2008
Hard evidence is critically important to any brand case, and an evidentiary overlay can be a tremendous asset in building and communicating a uniquely compelling brand position. An Evidentiary Brand structures its case on a set of distinguishing truths that project a brand’s virtues in a meaningful way and play to the emotions of the jury—the target audience—thereby improving the odds of a favorable brand verdict. This paper demonstrates how success in winning the hearts and minds of skeptical consumers can be improved by taking a closer look at what it takes a trial lawyer to win the hearts and minds of a jury.
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http://www.brandchannel.com/images/papers/451_Evidentiary_Brand_final.pdf>
