OK, if you can forget the taurine issue for a minute – you’ll see that Red Bull are the gold standard of youth marketing.
What is it that Red Bull does right?
* 1) With few exceptions, Red Bull doesn’t taint its brand with overt direct marketing employed by its rivals. It’s not common sense, but then Red Bull is all about uncommon sense. Red Bull would rather build its consumer base through grass roots organic strategies (see Red Bull Connect) rather than short caffeinated campaign spikes.
Graham Brown* 2) Red Bull focuses on creation rather than campaigns. The days when you could get away with simply sponsoring a music event are long gone, but 95% of marketing agencies are still doing it. Everything Red Bull does is about leaving a legacy. When the marketing dollars stop, the marketing keeps going – does yours? Marketing is no longer something you do to youth, but something you do with them. See Red Bull’s Big Tune – more to be announced in December.
* 3) Red Bull takes clarity to heart. There are no doubts that Red Bull is specifically aimed at the young, energetic and adventurous (and those who aspire to these qualities). Clarity in their message enables them to develop a defined market beachhead. So many brands (particularly in the tech sector) have broad mass-market appeal that means everything to everybody as opposed to someting for somebody.
* 4) Red Bull sells its values. OK, it’s a drink but above all like Nike, it aspires to be the social platform – the very thread that connects young people in their daily universe. See earlier post about Red Bull Music Academy.
* 5) Like Jones Soda, Red Bull understands that it’s the youth that own the brand and the brand realizes that young consumers don’t care about the brand when wake up in the morning.
Update:
Thanks for the pointer from James Norris & TechnoKitten Helen Keegan re Red Bull Connect
Open the dialogue…
How else is Red Bull getting it right? What are they getting wrong? Do you know other brands that are blazing trails like Red Bull? Feel free to add your comments below
Links:
Red Bull website
Red Bull Music Academy
Technorati Tags: red bull, youth marketing
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