Organizational Communication in the News
Case Studies of Organizations and Organizational Communication in the Media
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? 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
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Creative Commons
Organizational Communication in the News by Rahul Mitra is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
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