How Red Bull Built a Brand on Content Not Caffeine

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · May 28, 2026 · 10m · transcript

Red Bull sells more than energy drinks — it sells adrenaline. But how did a beverage brand become one of the world's largest media publishers? In this episode, Lucas and Luna break down Red Bull's strategy of funding extreme sports content, from Felix Baumgartner's stratospheric jump to owning a Formula 1 team. They explore the economics behind the 'Red Bull gives you wings' slogan, spending 30% of revenue on marketing, and how the brand's content-first approach created a multi-billion-dollar empire that rivals traditional media companies. A masterclass in…