The impact of virality of videos on Youtube and social media platforms illustrates without doubt, the power of dramatics to drive marketing and communication.

Nowadays, access to market is almost without limits, and hours, weeks and months are spent crafting incredible strategies to leverage a plethora of potential platforms – but what’s happened to the drama? Why don’t I get that warm fuzzy feeling from or affinity to subject, message or hero anymore. Have we let the music die?

It’s the drama in our lives that gives flavour to living… Friendship would be fickle without the drama. Family life would be boring without the drama. Even bungi jumping would be grey without the rush induced by drama of potential death or injury.

We know that nine times out of ten, emotion overrides logic to influence behaviour. Without the drama, our decisions would be based on logic or sense… What a grey pitiful world that would be..