Who-the protagonist

The late Dietrich Mateschitz, co-founder of energy drinks company Red Bull.

What?

ForteBank was created in 2012 as a result of the re-branding of Metrocom Bank, which received its licence in November 2007. In 2009, after the Financial Control Agency of the Republic of Kazakhstan raised minimum capital requirements to $33.5 million, the bank was at risk of not meeting the minimum standards, and started looking for new strategic investors. Later in 2010, a controlling stake of 80.86% was purchased by Bulat Utemuratov, one of the most prominent entrepreneurs in Kazakhstan. Guram was appointed CEO of the bank, which focused on becoming a niche player working with small and medium enterprises and corporate clients.

Why?

Two new brand extensions threatened to alienate its loyal consumers and dilute Red Bull’s carefully cultivated anti-brand brand image. The two products in question were the functional fashion line AlphaTauri and The Organics by Red Bull, a collection of premium sodas. Whilst Red Bull wanted to disrupt and innovate with AlphaTauri and The Organics, it is unclear who the target customer is and to what degree the parent brand and its organisation can support a non-energy drink and high-end fashion line.

When

AlphaTauri was formed in 2016, and Red Bull’s second F1 team, Scuderia Toro Rosso, was rebranded as Scuderia AlphaTauri in 2019. Meanwhile, in 2018, Red Bull Simply Cola was the latest product to be added to The Organics portfolio, after its initial failure in 2008 as part of Red Bull’s standard range.

Where?

Mateschtiz hails from Austria, with Red Bull’s global headquarters based in the country in Fuschl. But, Red Bull is a worldwide entity, with 13,610 employees (as of the end of 2021) around the world and it is one of the most recognisable brands on the planet.

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