What can we learn from Red Bull's $16 billion marketing strategy? The story is a case study in revolutionary marketing tactics and full of practical use cases for any marketer. Kipp dives deep on Red Bull founder Dietrich Mateschitz's marketing genius. He who transformed the energy drink industry through counterintuitive marketing plays and brand ownership approaches. It’s the incredible journey of how Dietrich redefined marketing and provides exclusive insights into the genius behind Red Bull's success.  Get ready to uncover the secrets of Red Bull's groundbreaking marketing strategy, the art of differentiation, the power of owned media, and the importance of playing by your own rules. Mentions Founders podcast episode about Dietrich Mateschitz: http://tinyurl.com/tdfyzbw5 “Be different, different for the sake of it in everything.” - James Dyson Edward Bernays - Father of modern public relations: http://tinyurl.com/4udmymtm Charlie Munger’s “surf” metaphor: http://tinyurl.com/bdefa4dk Tim Stamps: 00:00 Red Bull took unconventional approach to marketing. 03:57 Discovering Japanese billionaire's energy drink business venture. 07:48 Innovative marketing strategy and intentional vagueness. 12:04 Unconventional marketing tactics and dedication to marketing. 14:44 Bold investments secured massive free TV distribution. 17:53 Media and advertising approach lands in unexplored market. 22:01 Red Bull's principles: be different, owned media. 23:15 Media events over advertising, leverage existing platforms. Follow us for everyday marketing wisdom straight to your feed YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg  Twitter: https://twitter.com/matgpod  TikTok: https://www.tiktok.com/@matgpod  Thank you for tuning into Marketing Against The Grain! Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934   If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. We really appreciate your support.