Every Publisher Needs a Red Bull

By: Geoff Tan | INMA

If you Google the story behind the Red Bull brand and the extreme success it has attained across all fronts, you will find that it reeks of non-conformal marketing applied with deft and deliberate strokes of ingenuity.

Contravening all the marketing theories and models you can ever hope to learn from leading institutions the world over, the story of how an Austrian toothpaste salesperson Dietrich Mateschitz took an inconspicuous Thai energy drink called Krating Daeng and transformed it into the phenomenon we call Red Bull today exceeds the epitome of a miracle!