I don't agree with using logic to persuade whatsoever.

He's talking about "Logos" as in using logic to persuade an audience. It kind of bothers me that he uses it first.

Marketers know you NEVER use logic to persuade anyone to do anything.

Nobody buys something (whether it be a product or an idea) based on logic.

They buy it to satisfy their feelings/emotions (in this case, the guy in the Lannister story is NOT buying logic, he's satisfying an emotional need of GREED - a deep primal emotional desire)

Every human (unless they have literal brain damage for example to their ventromedial pre-frontal cortex) makes emotional decisions FIRST then they justify those decisions to themselves later with rationalization and "logic."

In other words, they buy or act based on greed, vanity, lust, envy, pride, fear of missing out, and more.

Then they overcome buyer's remorse or doubt by rationalizing the decision later.

Now, a good marketer walking someone through this process will hit on their logic LATER, for example by saying you've got nothing to lose with this 60-day money-back guarantee and everything to gain.

But you don't START with it and logic is NOT an effective persuasion strategy.

Even using it in negotiations doesn't work.

Everyone wants to think they're logical, but nobody makes decisions that way in reality.

OF course that's pathos.

But, Ethos (character...or with the way he's trying to spin it "brand awareness) is just simply emotional.

It would be better called Social Proof, which is what Claude Hopkins called it back in the 1920s in the most famous single book on marketing in marketing history - Scientific Advertising.

I just don't agree with trying to use this ethos, logos, pathos approach to talk about marketing strategy in this universe.

Seems convoluted.

All marketing can be essentially summed up into appealing to people's primal emotions and feelings and then taking advantage of them.