An entertaining interview on stage at Thinking Digital (#tdc) between entrepreneur and FT columnist Mike Southon and Red Bull’s former-UK CEO Harry Drnec on the marketing strategy he developed for Red Bull.

• Identify – segment market audiences – in the case of Red Bull people that burn the candle at both ends
• Find them – determine channels to audiences
• Touch – provide products to audience when they need them – Red Bull did this via experiential marketing
• Thrill them – ensure product delivers and delivers on its promise

This simple strategy increased sales from three million cans in 1996 to 300 million cans in 2006 and combined with strong brand and channel management enabled Red Bull to maintain premium pricing.

Drnec is now CEO of the Broadband Computer Company developing a hassle free computer due to be launched later this year.