Who killed the storytelling?

I think you and I are fortunate to live in an incredible time. Every day fall speed records, people jump from 7600 meters without a parachute, a rocket returning from space on autopilot - for crying out loud. And if you look closely, all these achievements are not only steel nerves champions ... but also some well-known brand, place your logo on the helmet or pants party.
Talk less, work more!

In an era where information is insane stream pouring from every orifice, when stories are told everything - from giant McDonalds to stall delivery shawarma, it's time to start thinking about something else. The main thing for the brand today - no communication with the customer, and the interaction and direct contact with him.

This content marketing on a global scale, not only when the site is filled with useful information. All life revolves around a global brand idea, not any one product. It is, if not the last, one of the nails in the lid INTERRUPT-traditional marketing, where the viewer or user of the Internet are forced to interrupt their business and focus on advertising.

With such an impact, the approach faces dusty shelves of his Majesty storytelling. In the west, it is the third year called Story doing, but for me personally, "cuts the ear" transliteration storiduing, so I'm going to call this approach "Storytelling" article.

So what is the difference? It's simple - it is one thing to tell stories about their company, and the other - to live these stories.

What storytelling?

All companies in the world can be divided into two segments. The first tells the history of a brand or a product, promoting them with a PR-tool or a paid direct advertising. Second - make history footwork and use this idea as a fundamental principle in all stages of business - product development, recruitment, selection of business partners.

6 signs storytelling companies:

History
Act

1. Do you have a story. The idea, for which the company lives.
2. The main idea is used for all processes of the company - in employment, search for partners, customers, etc.
3. This idea is based on the ambitions greater than banal commerce.
4. All of the company's efforts are focused on the main idea.
5. Have your ideas is the main enemy - the poor service and lack of contact with the customer.
6. People outside the company are involved in what is happening. The brand becomes a useful part of their lives.
   Does this approach make sense?

Storytelling companies spend less on advertising in the usual media. Directing resources to real achievements, they do better. According to the project © StoryDoing this approach has a number of financial benefits. Comparing figures 42 companies - revenues, costs of media, the value of shares, the mention of the social networks, the results were:
The fastest growing incomes

Less costs for paid media

More references in social media

More rapid and painless rise in prices

However, do not take my word. Here are some examples of companies that are actively used storibilding.
Red Bull

Go to the home page of the Austrian company - experiments with the new GoPro Karma and new quadrocopters, crazy jumping extremals 8Booth, documentaries about the players and results in Dota2 urban speedway. If you've never heard of Red Bull, you do not even understand what the company does and sells energy in battery-banks.

That's because even at the start in 1984 the company founder Dietrich Mateschitz Red Bull conceived as a way of life in which there is no word "can not". This has helped to weave into a whole system of beliefs and create a philosophy of Red Bull. Turning Point - 1991 and the start of the first Red Bull Flugtag - show in which participants try to overcome the greatest possible distance through the air, using home-made aircraft and force one's own muscles only. From now on in the minds of consumers firmly stuck association with extreme lifestyle.

Red Bull did "give wings" and promoted largely at the expense of direct advertising. Only one jump from the stratosphere Felix Baumgartner bring stunning results:

9 million concurrent broadcast views on YouTube;
2 million new subscribers across all channels;
Top 10 most requested events in the Network;
more than 63 million US dollars of sponsorship! 

By the way, it is not necessary to be a business giant with an audience of millions to build and develop in such a way your brand. Here is another example of the successful 4 brainstorming in different areas. Perhaps they will inspire and make you look differently on the content and the policy that offers your brand.
Soul to the masses

Extor itself - not too much of a sensation. Behind him are not worth millions of sponsorship money and pop clips with bare fifths points. This guy is going to fans in pubs, schools, after which it records video and shared on social networks, twirling popularity. Already in 2014 his album became the fastest-selling - 182 000 downloads per week. This is a true story of action and not storytelling style Voice or X-Factor.