"(...) it codified a core philosophy: don’t rent space at other people’s events — create (and own) your own. (...) Red Bull has become a company that is hard to describe in conventional terms and perhaps the premier global example of a business that combines story and action — something I call a storydoing company. Instead of “telling” its story using advertising, Red Bull conveys its story through the creation of compelling experiences, all carefully crafted to “give you wings.” Because of this, Red Bull has become a packaged-goods company that is also a content creation company that is also an events company that is also an adventure sports lifestyle company.
Red Bull may be one of the first of its kind, but today there are numerous companies in multiple sectors that are building large businesses by pursuing the principles of storydoing — from start-ups to multinational corporations. It’s easy to see why: when it is done correctly, storydoing is simply better business. For instance, the best storydoing companies can reduce their cost of paid media dramatically — sometimes to zero. And there is growing evidence that this actually makes them more efficient businesses." https://medium.com/book-excerpts/e4c7832ee71c Image: screenshot from http://storydoing.com/tool
Via Frank Delmelle