Personally I never touch the stuff. But Red Bull is rapidly becoming the new model for best practice in brand building.
Red Bull Stratos was the biggest, most high profile example. Felix Baumgartner’s jump was watched by millions of people and the earned media was extraordinary – equivalent to £100 million, according to the folks who tell us these things. 8 million watched live on YouTube. Felix represented half of all trending topics worldwide on Twitter. The Facebook photo had 216,000 likes, 10,000 comments and 29,000 shares within 40 minutes. It elevated the brand (arf) to the nth degree
Red Bull has become a master curator of content. … gives you wings is just the tip of the iceberg. The Red Bull Content Pool is a gateway to the Red Bull world.
More fundamentally, the brand has a point of view, it stands for endurance, endeavour, energy and going for it. It has what we used to call a proposition and a brand personality. What’s more that essence has been consistent from the early days, when budgets were small and they would cherry pick a few local extreme sports events and buy the naming rights.
In these days of disparate, multi-channel platforms, there’s an important lesson in that. Own something clear and simple and stick with it.