Perhaps the first to do this overtly was Red Bull. When a beverage brand launches a global print magazine in a supposed post-print era, and then rapidly reaches a circulation of over 3 million monthly readers, it signals a readiness for consumers to accept the dominance of brand over product. It’s part of a strategy that has redefined Red Bull as a publisher, specializing in categories favoured by aspirational young males, such as sports and music, and injecting the brand with an enviable dose of rocket fuel. The brand is defiantly not engaging merely in “content marketing”, but rather has teams in markets across the world, selling media to other brands, but scarcely mentioning Red Bull.