Brand Alignment

Red Bull is arguably a leader when it comes to aligning its brand with the interests of its core audience. The latest in its stable of content creation masterpieces comes via YouTube: “Red Bull Perspective – A Skateboard Film” (below).

If you have the 16:27 available to watch this video today, take a moment afterward to ask yourself: When was the last time you created such compelling content that was so well aligned with your supporters’ loves/hobbies/beliefs? What makes them collectively individuals?

And when you are answering these questions do not let the funding behind these projects get in the way of your thinking. Sure money can add some polish or blow out an idea but remember that it’s free to connect with your supporters.

Read Larry Dobrow’s Video Critique.


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