We hear it all the time: your brand needs a story. But what does that really mean? Not every brand story is a good one. And not every good one is told in a way that connects. There’s a difference between having a message—and knowing how, where, and to whom that message should be told.
That’s exactly what I explored in this conversation with talented Alina Estrella, Head of Media at Red Bull and responsible for shaping narrative across U.S. markets in the Southeast region. What stood out wasn’t just what she said, but how she described the work: as intentional, audience-first, and committed to consistency over time.
Behind Red Bull’s Strategy
Red Bull has built one of the most recognizable brand identities in the world—one that feels consistent, intentional, and relevant across markets. What makes it particularly interesting as a reference point is how that narrative translates into action. In places like Miami, for example, they’re not just sponsoring events—they’re involved in what people care about: fitness, dance, music, and sports. And none of that happens by accident. That kind of consistency across moments, platforms, and communities comes from a narrative that’s been built with intention from the start.
In this episode, Alina shares her best insights on creating and delivering a brand story that connects with the audience, increases brand awareness and promotes brand loyalty.
Listen to the Full Interview
If you’re interested in building (or rebuilding) a brand narrative, this conversation with Alina will be highly valuable to you. It’s a reminder that before you focus on content, campaigns, or formats, you need to know what story you’re telling and why it matters.
We spoke about narrative not as a marketing function, but as the foundation for how a brand show across platforms, cities, and communities. Because when you think about it, the message isn’t just what you say. It’s how you say it, where, and to whom.
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Connect with Us!
Thank you for listening, and don’t forget to connect with Alina on LinkedIn and let us know what you think about this conversation. See you soon on a next episode of Marketing Coffee Chats!
Alina Estrella, Head of Media at Red Bull
