Connect with us

Corporate

How Red Bull Creates Brand Buzz

With as much caffeine as a cup of coffee, a can of Red Bull is all about energy. The brand’s promise is that it will increase performance, concentration, reaction speed, vigilance, and even well-being. How to tell that story?

Avatar

Published

on

On Sunday October 14, Felix Baumgartner rose more than 24 miles above the New Mexico desert in the 55-story ultra-thin helium “Red Bull Stratos” balloon, jumped off, and reached 830 mph during a 9 minute fall, setting records for both the height of the jump and the speed of descent.

Loading...

It was a Red Bull event and about 8 million of us watched it as it was happening. The post-event pictures on Facebook got nearly 216,000 likes and 30,000 shares in less than 40 minutes, and another 32 million-plus have seen the YouTube account since.

With as much caffeine as a cup of coffee, a can of Red Bull is all about energy. The brand’s promise is that it will increase performance, concentration, reaction speed, vigilance, and even well-being. How to tell that story?

It is not easy in a cluttered confusing world of canned drinks with energy connotations like Monster, Gatorade, Coca-Cola and many more. The answer is not taste or flavor claims but a host of sponsorships of people, teams, and events that involve people excelling at or appreciating extreme physical activities.

Have you seen a Red Bull Flugtag? It is a contest that challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck above a water landing. Entrants are judged not only on their flight’s distance, but the creativity and showmanship of the designs and the people operating them.

There are designs stimulated by flamboyant kites, by space age vehicles, and by entities that are hard to describe. The first took place in Vienna, Austria, in 1992 and since then more than 35 Flugtags have been held around the world — from Ireland to San Francisco — attracting up to 300,000 spectators per event. The record for the farthest flight-to-date currently stands at 207 feet set in 2010 at Flugtag Minneapolis/St.Paul.

The scope of Red Bull sponsorships is overwhelming. It gets involved in sports like wakeboarding or motorcycle racing, events like the Red Bull Air Race (an international series of air races in which competitors have to navigate a challenging obstacle course in the fastest time), athletes like Ashley Fiolek participating in motocross racing, teams like the New York Red Bulls soccer team, and facilities like the superpipe or skateboarding training in Silverton, Colorado.

via How Red Bull Creates Brand Buzz – David Aaker – Harvard Business Review.

Comments

Investment

Thailand Q1 Investment Applications Soar 80% as FDI More Than Double says BOI

The top three source countries of FDI applications during the first quarter were South Korea, China, and Singapore, with similar levels of investment. Korean investment soared due to a large-scale joint venture in the medical sector, Ms Duangjai said.

Pr News and BOI

Published

on

The Thailand Board of Investment (BOI) said today that in the first quarter of 2021, investment applications rose 80% from the year earlier period to a total value of 123.4 billion baht (USD3.9 billion), led by projects in the medical and electric and electronics (E&E) sectors, as foreign direct investment (FDI) applications more than doubled.

Loading...
(more…)

Continue Reading

Corporate

The 3 key barriers to remote working (and how to overcome them)

COVID-19 created the world’s largest remote working experiment and, for many, showed just how possible it was for employees to do their jobs without being at the office.

Daniel Lorenzzo

Published

on

Following the real-world experiment with remote working, it’s time for business leaders to re-examine their previous misgivings, and explore how to adopt flexible working in the long term

Loading...
(more…)

Continue Reading

Corporate

Digital transformation: what will be the long‑term effect of Covid‑19?

For many businesses, the Covid-19 pandemic was the catalyst for their organisational caterpillar to evolve toward digital transformation. Yet following the crisis, it remains to be seen which companies will emerge with wings – and which will simply be crawling along slightly faster than before.

Daniel Lorenzzo

Published

on

The outbreak of Covid-19 forced the rapid adoption of remote working practices and an acknowledgment of the importance of digital transformation. Following the pandemic, what will the lasting impact be?

Loading...
(more…)

Continue Reading

Most Viewed

Subscribe via Email

Enter your email address to subscribe and receive notifications of new posts by email.

Join 14,072 other subscribers

Latest

Trending