This should be of interest to us all but certainly will interest some of the more advanced professional storytellers, especially those who may wish to work with industry and those who wish to advance their own business or any business that they favour. The attached videos contain some truly advanced thinking on the role of storytelling in the market place.
Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company observes that the media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how companies channeled their marketing tools.
In these videos he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to people’s lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that “every contact point with a customer should tell an emotional story”.