That's What A Good Brand Does.

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Progressive, Nike, Apple, Kellog's, and Coca-Cola; what do they all have in common? They are all brand names. And with those names comes some sort of impression left on their consumers. As Jerry McLaughlin, who wrote "What is a Brand, Anyway?" on the Forbes website, said, "It’s everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic)." There are a variety of ways a company can do this to you. I feel that Red Bull is a good example of a company that does this well.

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The possibilities of getting people to have an idea of the company's identity are endless. Some companies do it poorly, others do it well. In my opinion, Red Bull is one example that does it well. From what I read in the Red Bull Marketing Campaign, Red Bull aims to assist those who need to increase physical and mental exertion with the use of their energy drink. They market themselves by sponsoring sports that are considered "extreme." These include motorsports, adventure sports, eSports, skateboarding, surfing, and a range of other things people would not dare to do. They also have commercials that include their athletes doing their "extreme" sports. They target (not with a gun) a broad range of "young urban males" from ages 16 through 29. They also have a secondary target, older males from the ages of 25 to 45 with the same goals in mind-keep people awake for long periods of time. (You can find the Red Bull Marketing Campaign here)

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From all the information I have gathered, I figure that Red Bull has a solid identity. By this, meaning that they have a clear thesis statement. Let's start with "Red Bull gives you wings." It's a tagline, it's something catchy, yet true. It encapsulates the intense rush you feel when your mouth is blessed the sweet taste of a Red Bull energy drink. Although that is my opinion, I look at who they sponsor and what they represent. They sponsor "extreme" sports; these sports are on a different level of intensity. These sports are life threatening. They require a high level of concentration and physical exertion (other sports do too, but for the sake of "extreme" sports, why not put it on the pedestal). Red Bull's product, their energy drink, represents exactly what those athletes represent. The desire for increased focus and physical activity. And with that, the ingredients effects of the Red Bull energy drink does exactly what they aim to show the public. Their thesis statement (identity) is clear through the culture they sponsor and represent. However, this is only the essence of their product so that people understand who they are. 

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How do we know who or what Red Bull is? Well, as I stated earlier, they sponsor extreme sports. But let's get into more depth on how we discover their identity. What are the advertising tools they use to spread their name? First, Red Bull has their own magazine called "The Red Bulletin." It includes breath taking photographs of Red Bull athletes doing their "life on the edge" activities. It includes music and lifestyle sections. Second, they are all over the Social Networking sites. Red Bull is found on Instagram, Twitter, Facebook, Youtube, and many other sites. Lastly, they also have commercials. These commercials are extremely inspiring. I have watched many of them before on the edge of my seat and completely filled with wonder of the unknown. Overall, Red Bull is on everything that is current. They follow the trends and stick to their target group, which is Generation Y according to their Marketing Campaign. Red Bull is a very successful company and have shown it through their marketing and identity.

A brand is the identity of the company. It is something people think they understand, whether it may be factual or emotional. Good brands understand who they are. They know who they are trying to sell to. They know exactly what they are trying to sell. They know everything about themselves and they tell the public everything about themselves. And they do their best to remain in your hearts and in your heads. That's what Red Bull does.

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