FoST Film: Mind Share—Personal Connection in Corporate Storytelling
General Electric CMO Beth Comstock believes passionately that connecting with your audience through an authentic, personal story is a critical first step for any brand. In her words, you have to achieve “mind share” before you can get market share.
Melcher Media worked with Comstock to capture this message in an engaging, highly shareable video. Our team combed the GE archives for work that illustrates Comstock’s teachings, then edited the selections together with her interview and an affecting score to create an instructive, finely produced piece. The film was produced for the 2014 Future of StoryTelling summit and served as the starting point for Comstock’s speaker roundtable discussions.