At 18 minutes, it’s long for a YouTube video.

But for a lecture into the current state of branding, a detailed insight into one of the world’s biggest brands and a breakdown of its strategy, it’s possibly the best use of 18 minutes there is.

“Storytelling is at the heart of all families, communities and cultures, and it’s something the Coca-Cola Company has excelled at for 125 years.”

And in that quote, Jonathan Mildenhall, vice president, global advertising strategy and creative excellence, is not just referring to this two-part animation. Watch:

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Part 2: