Perception is reality, so use scripted professionals
Tell a memorable story
Create an emotional experience
Create a believable, relevant personality
Deliver a critical, hot-button moment
I don’t care if you have invented the new dust collector, wall plug, or lug nut. There is a connection between that product and humans. There is a story you can tell about your product. You can probably tell it through a multimedia channel. If kleenex can do it, so can you.