After reading case 3 on Red Bull, I found it so interesting how Red Bull used sponsorships and multimedia platforms as a form of marketing to customers. Previously, I had never heard of content marketing which I think is a more effective way to market to people. Consumers have adapted to the many traditional forms of marketing; from commercials to print ads, consumers have tuned it all out. For example, DVR has become so common in households so that people can skip through commercials. It seems as though many companies are rethinking how to market to a society where ignoring advertisements have become a habitual practice. In the article “Coke Revamps WebSite to Tell Its Story” by Stuart Elliott, it discusses how Coca-Cola plans to give their website a makeover. In a subjective manner, Coca-Cola plans to tell a story and offer articles on entertainment, the environment, health, interviews, video clips etc. It is important that companies constantly adjust their marketing strategy in order to keep up with fast-changing societies. The way in which these companies approach marketing deepens the value proposition of the company and gives customers something to talk about in connection to the brand.