How Red Bull Creates Brand Buzz – David Aaker – Harvard Business Review

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Link: How Red Bull Creates Brand Buzz – David Aaker – Harvard Business Review

There’s a lot to learn from the Red Bull sponsorship program. Instead of using a few high profile sponsorships it has created a large set of relatively inexpensive sponsorships that, because of the umbrella Red Bull brand, have a cumulative impact. December 22, 2012 at 03:53PM

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