Brand Storytelling Genius

Discover how Coca-Cola developed an effective ‘partnership’ with Santa Claus in a series of holiday ads that stretch through the better part of a century.

While most brands won’t be lucky enough to tap into a ready-made story world that is so closely aligned with their brand purpose, Coca-Cola Santa can serve as a model for how such worlds are effectively built on — and where their greatest strengths lay.

In this article, Peter Minnium discusses the behavioral science behind effective storytelling in your advertising campaigns.

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