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From a strategic point of view, storytelling that unites your audience or ICP behind a shared enemy is very powerful in creating trust.
The 2026 John Lewis Christmas ad was released today. The moment the great and the good of the marketing, creative and advertising community officially watch it and analyse its merits and pitfalls. 3 things I take from it as a marketer: Uniting your audience or ICP against a shared enemy is very powerful in building connection and trust. In this John Lewis ad it's the 'lazy' cash in the card gift. They execute it with some distance to the viewer, through the voice of a bel
tandiconsultancyse
2 days ago4 min read
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