It has been proven that the brain is more receptive to stories than to a set of facts, data and reports. And if we’re talking about a story filled with emotion, it’s even better, because this way we can fully engage the audience, regardless of the profile or characteristics of its members.
Perhaps as a result of this insight, in recent years we have seen significant changes in how brands communicate with their audiences. Advertising as we’ve known it is becoming obsolete. The big new thing on Madison Avenue is storytelling.
And according to Jonathan Mildenhall, VP, Global Advertising Strategist and Creative Excellence at The Coca-Cola Company, storytelling will have to become increasingly dynamic to add value and meaning to people’s lives.
Mildenhall adds, “Every contact point with the customer should tell an emotional story.”
SOAP couldn’t agree more with this assessment. We know that no communication has as much impact as one based on a clear “dialogue” with the audience. That’s why we focus about 70% of our efforts, when building a presentation, on writing the perfect script.
We, at SOAP, have no doubt that the future of marketing and presentations will go through a refining process leading to content production excellence. That’s why we want to share with you these two videos – an absolute must for all who work in communication or in related creative industries – in which Coca-Cola reveals its ad strategy for 2020.