From What Great Brands Do: Great brands know that if you try to be all things to all people, you’ll never connect deeply with anyone. Here are a few resources to inspire your thinking about narrowing your customer focus: Mercedes Is Driving Dangerously, Chasing Customers Why Red Bull Loves Its Haters Great Brands Don’t […]
Red Bull customer strategy
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. […]