If his columns are anything to go by, Coca Cola’s Senior Communications Manager: Content Excellence & Digital and serial tweeter Khaya Dlanga sure knows to tell a great story. He revealed his insights on the art of storytelling and even committed Coke to more radio…
While Khaya Dlanga may have publicly conceded in full view of a collective audience of more than 500 RadioWorks delegates that Coca Cola isn’t doing radio well, we remain optimistic that his insights on the art of storytelling will provide the foundation for Coke’s next radio campaign. We’ll be watching…closely.
- On radio you’re completely naked. While there are no visuals – it’s an amazing opportunity to explore theatre of the mind. Radio is about the bravery to do ‘naked’.
- Nothing touches us or makes us laugh more than an insight. It’s why we laugh when we hear DJs talking about something we relate to. Bottom line: find the human insight.
- One must invest in being amusing and interesting, in case one stops being hot. A lot of brands are beautiful, but no one will buy into a brand unless there’s depth or a story to it.
- Be interesting
- Be different
- Have your own unique voice
- ‘I don’t have to be what you want me to be’. This is key for any brand. Take Apple for an example. They’re the only brand that doesn’t research what they create.
- We don’t make ads so that people can buy products. We make ads so that people can buy into brands. Build long-lasting emotional connections with consumers.
- Stories don’t change. What changes is how it’s told and the context it’s told in.
- If you say something interesting online, someone will share it. What story are you telling with your brand?
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