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| | It's a (Red) Bull Market After All |
 | | And for Red Bull's target audience, being authentic means being a bit irreverent, a bit antiestablishment, and every bit different from your parents, says Marc Gobé, president and CEO of the desgrippes gobé group, a New York-based branding firm with a client list that includes Godiva, Versace, and Starbucks. |
 | | Many of Red Bull's extreme events -- cliff diving in Hawaii and skateboarding in San Francisco -- are for athletes only, designed "to support a community of athletes and to bring credibility to the sports they compete in," says Emmy Cortes, director of communications for Red Bull. |
 | | But if Red Bull continues to amass consumers and increase its profits every year, Koehn predicts that the company will introduce related products "carefully, tightly linked to Red Bull's core offering." In the meantime, Red Bull is simply working to keep tabs on all the rumors circulating about its beverage. |
| www.fastcompany.com /articles/2001/10/redbull.html (1690 words) |
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