O'Reilly logo

Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships by Michael Brito

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

7. Defining Your Brand Story and Content Narrative

“Tweetable Moment: Brands can’t wait around for news to happen before creating content. They should have a story and tell it consistently.

—#nextmediaco

Red Bull has done what few other brands have been able to do successfully—become a media company. If you go to RedBull.com, put your thumb over the logo and scan the page, you’ll see that their site looks just like CNN.com. It’s filled with flashy headlines, visual imagery with both videos and photos of epic sporting events. That’s what Red Bull is known for. That’s their story.

But there is certainly more to their story than a flashy website.

Red Bull’s holistic approach to storytelling ensures that every brand expression, conversation, tweet, ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required