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The Bull who withstood the Monster

In the CEO Afterlife

Monster entered the market after Red Bull, discounted their product, proliferated the hell out of the brand, and committed a boatload of sins that would give marketing pundits Al Reis and Jack Trout migraine headaches. A market did not exist for his brainchild; Mateschitz believed he could create one.

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Build Your Brand as a Relationship

Harvard Business Review

The way we think about brands need to change. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty. A brand started out as an identifying mark.

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The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

But as consumer interactions become ever more digital – perhaps because of this — consumers are seeking out real-world interactions with brands and their stories. A majority of guests have a more favorable opinion of Coca-Cola after they visit the brand home and 94 percent say they would recommend the experience to a friend.

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