Creativity Entrepreneur Marketing Strategy Reis 
In the CEO Afterlife
APRIL 1, 2012
Monster entered the market after Red Bull, discounted their product, proliferated the hell out of the brand, and committed a boatload of sins that would give marketing pundits Al Reis and Jack Trout migraine headaches. Like Monster, Red Bull was also created by an entrepreneur. The proof is in the numbers.
In the CEO Afterlife
MARCH 26, 2012
On top of that, I found the Monster logo on an array of items ranging from apparel to condoms – so much for the branding principles in Al Reis and Jack Trout’s best seller, The 22 Immutable Laws of Marketing. Controlling your own distribution is a no-brainer to most astute marketers.
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