It communicates a strong message: that we live in a wonderful world and should co-exist in harmony with one another and with nature. Notable in the video is the song 'What A Wonderful World' by beloved late singer Louis Armstrong, known for his velvety rich tone and personable character. The iconic song itself stirs nostalgia and makes us feel all warm and fuzzy inside. It is a perfect complement to the Foundation's promotion of values and the human spirit. With this commercial, the nonprofit organisation wants us to appreciate our relationships and be grateful for our blessings.
We all have our favourite brands and reasons why we 'stick' to them, even when competitors continually vie for our patronage. When the differentiation between products or services based on quality, price and business ethics is negligible, emotive storytelling is often the reason that consumers stay loyal.
This is how it works:
Emotive storytelling connects people to brands by provoking emotions that cause them to connect with them on a relational level, thereby prompting them to act in a consistent manner.
Whether the goal is to buy a product, or to pay (more) for a service or to donate for a worthy cause that the brand champions, emotive stories make things happen. So this (not-too-secret) secret to a brand's superpower is often used with other tools to secure customer loyalty and ensure brand dominance.
And it's why companies today must dedicate time, talent, and resources to creating compelling stories to promote their products and services. These stories will help brands forge long-term bonds with their customers who will always support their businesses.
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N.B- Images courtesy of Stuart Miles; via freedigitalphotos.net. Videos courtesy of YouTube.