Case Study: Red Bull’s Branding Mission


If you read my blog often, you likely know that I believe there is no better place to start your marketing than with a well-thought out and constructed strategy – no matter what type, or size, of business you own.

I came across this article, written by Twist Image President Mitch Joel, discussing energy drink company Red Bull’s mission to bring their brand beyond the beverage to truly let consumers in. What is great about this article is that it addresses the fact that not all brands are as big as Red Bull or carry as much of a cool factor, but the framework behind their branding initiative is applicable to everyone.

The first step in Red Bull’s branding initiative? A plan. Red Bull built a branding concept that was meticulously planned to the very last detail. Each decision was made with a purpose. Red Bull was able to watch each decision unfold in accordance with their goals. The importance of developing a strategy is invaluable. In order to achieve success, you need to know the how, what, where, when, and whom of your business. Though it takes time, understanding every choice, desired effect, and possible outcome will help your business build a brand that can hold it’s own among clients and consumers.  A strategy ensures marketing consistency and provides a base point for a company’s staff.

As the article states, ”Red Bull provides an amazing case study because the brand moved beyond traditional advertising, beyond content advertising and beyond social media marketing into a realm where consumers could simply touch the brand (or, at the very least, hear about the brand) on their own terms.” Read more beyond just the strategy that Red Bull created, including leveraging the brand as a media channel, advertising, portfolio diversification, and becoming a renegade.

There is much to be taken away from Red Bull’s strategy development and implementation. Has this opened your eyes to a different side of strategic marketing? Let me know your thoughts after reading about Red Bull’s branding initiative. 


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s