You know the Red Bull brand, whether you drink the product or not. For the last several years, Red Bull has been changing the way it communicates with customers.
It’s been fun to watch the shift from “brand positioning” to meaningful and relevant stories about its customers’ passion points. It has told these stories and integrated its products in an authentic, non-intrusive way.
I don’t drink Red Bull, but I subscribe to several pieces of its content—it’s that good. Take a quick glance at its home page; it looks very similar to CNN‘s.
Another well-known brand making this transition is Coca-Cola. It recently launched a site called The Coca-Cola Journey. It’s not its corporate site, but it should be. It’s dynamic, engaging, interesting and much more human than the corporate site.