“Uncommon success requires uncommon thinking”
– Rob O’Keefe (O’Keefe, 2007)
Jose Alberto Duenas, vice president for cereal marketing in the United States at Kellogg, said in a 2010 New York Times article, “If you want to make a connection, you have to give consumers a chance to take part of the spotlight. Authenticity is what we’re looking for” (Newman, 2010). To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product “or if they do, it’s incidental at best” (Menick, 2014). This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.