Craft a Compelling Story

April 10, 2024 - Chad Fortenberry


Coca-Cola’s branding is so effective, that my first words were: “Want Coke.” No joke.

Coke’s campaign was so effective, so strong, that to my mom and dad’s dismay, saying “mama” or “dada” was second fiddle to the Colossus of Cola. What was it about their commercials that I connected with as a youngster? The striking visuals, cool jingles, the cute polar bears, or maybe I just watched too much TV as a child. I can’t be sure, but as an adult who works in media and marketing, this is a powerful reminder that what you make needs to connect with an audience in an impactful way. 

The purpose of any branding or advertising campaign is to get people to behave differently, usually to make a purchase. At work, we have a saying, “We believe we can make audiences think and feel, but most importantly, ACT.” We think that one of the best ways to do that today is through authentic storytelling.

For my team at Massive Mission, a compelling story is just the beginning; it's a through-line that connects people. Before you gather your team and start rolling cameras, the first step is to make sure that at the heart of what you’re saying is a compelling story.

Why is video storytelling a catalyst for success? 

It's about tapping into the emotions of your audience, creating an experience that resonates and lasts. 

Whether it's joy, reflection, the thrill of anticipation, or speaking your first words, your narrative is the feeling that stays with them long term.

Here is what I want you to take away from this, a compelling story isn't just a tale; it's a bridge that connects people.