Ulli Appelbaum, Director of Brand Strategy at SapientNitro, says this conventional tool is useful, but our behaviour tends to be driven more by persuasion than a strict evaluation of benefits. His Brand Persuasion Wheel focuses on six principles of persuasion that can be leveraged by marketers. He says these elements transcend time and geography.
Read Ulli's paper on the Brand Persusasion Wheel here.
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