Diversity promotes creativity. Other viewpoints can
introduce us to new possibilities. And, what we already think we know can be
appreciated in expanded ways.
This Skype commercial demonstrates the Cognitive Theory of
Emotions. Through the narrative, we come to a deeper realization of both Skype
and the importance of human contact. This personal story places the brand in the
heroic role of keeping families together despite challenging circumstances of
time and distance.
The lesson is that greater cognitive and emotional response
comes from showing brands in unexpected, more diverse, circumstances. That is
the direction for deeper meaning and greater impact in the marketplace.
Copyright © 2013 by John Eighmey. All Rights Reserved.
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