Dietrich Mateschitz, Red Bull’s creator, trusted his entrepreneurial dinstincts instead of relying on traditional marketing research. As Mateschitz recalls, “When we first started, we said that thereis not an existing market for Red Bull will create it. And this is what finally became true.’’ In other words, Mateschitz succeeded at accomplishing one of the most basic goals in marketing: He discovered a market segment with needs that weren’t being met by any existing product. Today, Red Bull’s blue-and –silver cans emblazoned with the iconic charging bulls logo are recognized around the globe. Mateschitz’s marketing instincts have made him a wealthy man; in 2005, for example, he was featured in Forbes magazine’s cover story on billionaires.