Storytelling key to effective advertising

Advertising is most effective when it creates an image or story that consumers can connect with on an emotional level, proved by Gallo with its successful late 1980s campaign. So why aren’t more wine brands following suit, asks Jonathan CahillIn. In the world of marketing, the wine industry is an enigma. Much of marketing is concerned with emotions. One of the most useful definitions of a brand is that it is something consumers buy for its emotional benefits, whereas a product they buy for its functional one, reports The Drinks Business.