Organizational Communication in the News

Case Studies of Organizations and Organizational Communication in the Media

How Red Bull Creates Brand Buzz


Source: Harvard Business Review

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.

Story length: 853 words

Access the full story here.

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This entry was posted on December 21, 2012 by in Organizations + Technology, Public Relations and tagged , , , .

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