Key to the growth of the Red Bull brand has been the innovative, and yet simplified, marketing undertaken by the brand in its development and expansion through mar kets acros Europe. Mateschitz is quoted as saying: 'We don't bring the product to the pe ple. We bring the people to the prod
uct', 5 highlighting the fundamental prin-
iple of marketing utilised by Red Bull in the development of the brand's ethos and mystique. Rather than approaching mar keting from a universal, top-down approa h as typified by larger, broader reaching companies like the big two soft drinks marques, Red Bull employed decentralised sales and marketing teams, building the Red Bull brand from the ground up. Regional sales and marketing representatives established awarene among cultural icons, focusing on local and influential DJs, clubbers, ravers and s cia! trendsetters, growing the brand's identity through word of mouth.