04.23.14
Why Red Bull Loves Its Haters
When Dietrich Mateschitz launched Red Bull in 1987, he wanted the brand to be perceived as an ultra-premium drink so he made it the most expensive carbonated drink around at $2 a can. […]
Dietrich Mateschitz
03.15.12
marketing as product and profit
brand-as-business bit: In Fast Company’s recent write-up on Red Bull, Red Bull Media House managing director Werner Brell is quoted as saying: “[Red Bull founder Dietrich Mateschitz] knew that success would be in how you market the product as much as the product itself.” It reminds me of a favorite quote of mine from Geoffrey Frost who […]