Many of the mantras I've looked at from the design companies don't really follow the idea of persuasion but more of a connection. I originally thought they would see it as what it is, persuasion, but it seems the focus is on making a connection between the brand and the consumer.
They want to create more of a dialogue, through emotion, a story, the use of statistics, through creativity, causing disruption, from knowledge, by turning things around, with an idea,
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