Quote:
Originally Posted by Moneyseeker
It's interesting from a brand viewpoint as Red Bull Racing has gone from the perception of a party, relaxed, fun loving image to hard nosed, serious and win at all costs. Is this where their target market sees them?
Can you be too successful?
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They try hard to promote that image with their various festivals within and without motorsport. I remember when they came on the scene comparisons were drawn between them and Jordan but that didn't quite work. Jordan were instinctively the play hard, work hard team, RBR cultivated that image but it always had a commercial marketing whiz to it. They partied to promote whereas Jordan did it because they wanted to.