“Marketing is no longer about the stuff you make, but about the stories you tell.” – Seth Godin

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”  – Peter Drucker

The Nielsen Corporation, also says that two emotions, humour, and empathy, are especially effective at forging an emotional connection with viewers.

Storytelling and emotional connection are two of the reasons content marketing is dominating the marketing world.

Marketers have learned that by telling stories they can effectively connect with consumers. Clear, simple and upbeat “success stories” about products, about consumers just like themselves and stories of hope. These stories help forge an emotional connection with a company or product, which builds brand loyalty.

When Apple brought out its Emmy-winning iPhone ad, titled “Misunderstood”, it was no surprise that it was so greatly appreciated.

As any parent of a teenager knows there is an age where our children seem to lose interest in Christmas…

…a time when they outgrow the days of eagerly awaiting Christmas Eve and anticipating all the magic that is involved with Santa in his flying reindeer sleigh, climbing down the chimney and delivering presents.

…when they stop looking forward to the laughter, hugging and everybody coming together, Nanna and Grandpa visiting, as well as the obligatory relative who makes everybody laugh, normally by doing something that mum feels is inappropriate.

…when they’re less than enthusiastic about the food, all the glorious food presented on the over-decorated table, enough food to feed the whole neighbourhood and certain to send everybody into a well-earned food coma after the meal.

Unfortunately, many of these things are lost on some teenagers (and adults) these days and Christmas just revolves around presents. A quick kiss on their grandparent’s cheek, scoff down the Christmas turkey as fast as they can just so they can get to the presents.

We all know Christmas can easily become very materialistic. This is exactly why Apple’s 2013 Ad resonates with so many people; parents, grandparents and carers alike.

In the commercial, a teenager appears to be anti-social and obsessed with his mobile phone. Every family activity sees him head down, phone in hand. While his sisters and cousins build a snowman he doesn’t even look up as he hands the carrot-nose to the other excited kids. After finally joining in by decorating the tree he flops down on the armchair and whips out the mobile again! Seemingly ignoring his family and all the excitement around him all day.

Until he emerges into the living room surprising everyone, interrupting the Christmas carols and connecting his phone to the TV.

What he shows them is not only that he has been present (pun intended) the whole time but that he values family just as much as everyone else.