Why do people give Red Bull their attention? "Red Bull gives you wings" along with the bull logo says they will give you energy and enable you to realise your dreams. That's something people can get behind. Similarly, people don't just support the local organic food shop because it's there and they can buy stuff. They support it because they feel the same way about the environment and healthy living. This is how friends are formed, and this is how long-lasting relationships between people and brands (companies) are made, relationships that transcend the commercial transactions.