Being on-emotion

A friend sent this to me, with the following comment:

“Too long, but pretty awesome.”

I have to say, even though I could roughly guess what was coming from the intro (and what I know about Coke’s brand), I was still pretty moved in spite of myself.

Here’s yet another example of a video that tells the story of a brand. It doesn’t use facts and figures, doesn’t just tell us we’re all the same whether you’re Indian or Pakistani, it shows it. The joy of the people engaged in the video is both obvious and contagious.

Does Coke taste better than pepsi? Is it cheaper? Is it healthier than other drinks? Probably not (well except on the taste issue), but next time I’m in the super market I’m going to smile when I see that coke display. Maybe that means next time a Coke executive is testifying on the HIll about sugar in soft drinks or selling to kids, I might be more inclined to believe him because I like the brand.

That’s the power of an emotion, and it’s a power that “facts” can’t hope to challenge.

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