Red bull marketing, positioning and branding

Being irrational can lead to billions of dollars in revenue. Especially when you're the new kid on the block and want to create a name for yourself. Quickly.

This is what Red Bull did. Thanks to genius marketing and killer positioning, they managed to carve up an entirely new market for themselves. How did they do it? Let's dive right in.

Kurt Vonnegut
Kurt Vonnegut is to marketers what Rembrandt is to photographers. While's he's technically not one, studying him is a great way to improve your grasp on the finer things in life. And make no mistake - marketing is one of those finer things. It goes way deeper than making a few sales.
Sonic old vs. new design
Video game movies have been the staple of bad cinema for decades. From Super Mario Bros. and Street Fighter to Tomb Raider and Need for Speed, movies cannot capture the magic of their interactive counterparts.
For centuries, alchemists tried to turn a common metal into gold. This was one of the grandest pursuits. The Holy Grail. But they never managed to do it. No, this feat was actually accomplished by a king and by using not alchemy, but marketing!