Red Bull, A success-story.

“Where are you from” “What do you do for a living” These questions were usually asked when you meet someone new to unveil their story and make them feel comfortable to connect with. Stories give people a way to connect. Great stories make people feel something, and those emotions create powerful connections. This is how the big brand like Red Bull successfully makes the world fall in love with them.

People are growing bored with traditional advertising, such as giant billboards with brand logos and product packages. This type of advertising causes them to reject brands and become more defensive. Nowadays, people see or hear only the ones they choose to see and hear. Audiences do no longer want to hear advertisements. They want to be gripped by a compelling story.

For enlightened brand marketers, storytelling is a powerful means to build long term connections. With a compelling story, people enjoy being entertained and realize brand information which makes them more likely to engage with the brand. Lots of Brands spend millions of dollars trying to make consumers fall in love with them and their products.

We all know Red Bull, whether you choose to drink it or not. Red Bull is the world’s most recognizable and profitable energy drink. At the beginning, the drink was invented and sold in Thailand under the brand name “Krating Daeng”. Its formula began as a popular tonic among cab drivers and other blue collar workers. When I was younger, Krating Daeng was positioned in the market as a working class brand. It was used amongst truck drivers, construction workers and farmers to increase their energy during their long working hours. Then, in 1987, there was a change, and the brand was launched into the international market by Die...

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...er than sales, the companies should adapt themselves to suit the needs of the consumers mindset at the right time in the right channel. It’s necessary for brands to unite their business goals and brand attributes with deep audience interests, needs and passions. This way they can give the audience something that they will actively seek out, amplify and share with others.

It doesn’t matter if you are a big or small business. Whether your business is selling products or services, successful brands depend on delivering stories to the people. If you have a unique story to tell, you can begin to reach them on a deeper and more meaningful level. Emerging technology has allowed brands to tell stories in many ways. People fall in love with personalities, not businesses. Making brands connected to customer’s real lives through brand stories is the key to a successful brand.