Ray Ban and Oakley (both owned by the same parent company) have great stories and steadfast conviction to their brands. I was fortunate enough to be a part of an event they hosted in 2018 and learned a lot about their stories and what defines their brands.
One of the best brands to study. Thanks a lot for taking up Red Bull. I have a question. Red Bull is about Extreme Sports as you just explained. But I did not understand there TV advertising campaign. Red Bull gives you wings doodle advertising I am talking about.
@@kshanit10 I may be wrong, but RB has enough avenues to talk about the extreme sports angle. What they lack is the everyday communication angle. Take India for example, where extreme sports are in their infancy - showing the great, adrenaline filled lifestyle will not resonate with the average Indian consumer. But showing someone who is tired after being stuck in traffic for hours or someone who is tired after a stressful day at work or a college student who is buried in studies & tired out of his/her mind would resonate. The RedBull Student Ambassador programme in India is very heavily focused on Energy as the communication - they come to music festivals, college fests & office spaces to provide a source of energy. Another point to note about RBs communication in India are the athletes it has associated itself with. Out of the 11 Indian RedBull Athletes, only 2 are into "extreme" sports. The rest are regular sports persons, e-sports professionals & one is even a chess player! So the doodles are used to communicate "energy" rather than "extreme sports". TL;DR - RedBull in established markets = Extreme Sports & RedBull in emerging markets = Energy Drink @Brand Master Academy, your thoughts?
Great content as usual! I have a question, should the brand appear within the story of achievement? I mean Should the character be shown wearing e.g. Nike shoes?
Great question and great answer too... yes the Nike example is exactly how you make the story about them not the brand but you weave the brand into the story. Make sense?
Private company. Likely some P/E involvement too. Very closely held. Good luck getting any financial data out of them. Successful business model for sure. The owners must be happy, though the input costs are rising, so margins won’t be as strong as they once were.
@@BrandMasterAcademy yes of course. I'm currently making some researches on branding and more specifically emotional branding. I'm pretty sure videos like this would help me on my journey.
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