High Energy Publisher: Red Bull

"Red Bull is a publishing empire that also happens to sell a beverage." That's a little overstated, of course. Red Bull is a far cry from a publishing empire. But the company's effort to position the brand as the vital juice to fuel any extreme accomplishment is dead-on. Modern brands need to see the world through consumers' eyes and widen the scope of their thinking if they want to lure customers to their products. No customer ever muses, If only I had a portable high-energy beverage. But for athletes intent on accomplishing something amazing and extreme, the impulse to quench one's thirst can't be far behind. And because Red Bull has managed to associate itself with the kind of content, ideas, and activities that such folks love, it's almost certain those daredevils will reach for a Red Bull to amp up.