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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Red Bull: A media company that sells canned caffeine

Consumed => “For showing what it really means to transform yourself into a media brand” by Teressa Iezzi on Fast Company.

http://www.fastcompany.com/most-innovative-companies/2012/red-bull-media-house

This is key:

“This is the part Brell says many brands miss: You can show up with some cash and sponsor an event, sure, but audiences won’t admire you for one-off hits. “Whenever we did any event, or signed an athlete or executed a project, everything has been put on film or photographed. Stories have been told,” says Brell. “It’s part of the DNA of the brand.”

Granted, as the article mentions, Red Bull is more of an exception than a rule. Even so, on a smaller scale a series of one-off events eventually becomes the plot arc of your brand. Call it blogging. Call it whatever you want. But the question is, are you making an effort to tell that story, or are simply making announcements, hoping people turn up, as well as praying they understand your brand?

FYI, one and done is dead! If you’re not going to photograph and/or video a story telling opportunity then don’t even bother to do the event. If you’re not thinking about the story you need to tell—and your followers expect to hear—then drop whatever you’re doing and put some quality time in on your plot arc.

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