Last weekend I attended the Redbull Flugtag in Long Beach.  It was an entertaining spectacle with lots of energy and a massive audience.  The highlight of the event?  To watch little more than shoddily made objects fall into the harbor.

Would such an audience turnout for out for an event held by, say Lipton Tea?  Imagine the Lipton Flugtag.  Do you think hundreds of people would sign up to spend many hours to build something that will last for seconds in front of tens of thousands of people?  If Lipton sponsored such an event, do you think tens of thousands of people will even show up?

This is because the event (or more accurately) public relations event, is dependent on the “Brand Image” the brand (i.e. Redbull) is maintaining (or pursuing, if the brand is trying to reposition itself).  People associate Redbull with action, irreverence, fun.  Lipton?  Not quite as much.

How you advertise, where you advertise, the contents of your advertisement is highly contingent on your brand image.


Pop quiz:  What is the difference between marketing and public relations?