Businesses are always looking for innovative ways to connect with their consumers. In this day and age of integrated marketing communications and technology innovation it’s easier than ever to loose sight of what really matters most. Great marketing ultimately comes down to telling a story that captures a consumer’s imagination. Product features are important, but they should always serve the message…never the other way around.
John Kotter, a Harvard Business School professor and author once said, “We learn best—and change—from hearing stories that strike a chord within us. Those in leadership positions who fail to grasp or use the power of stories risk failure for their companies and for themselves.”
This commercial brilliantly illustrates how successful a message can be when a company quits focusing on the features of a product and begins to concentrate on understanding how their product impacts its users. The world is waiting for a good story, what story will you tell when you step up to the mic?