In my blog of last week, entitled A Monster of an Idea, I gave kudos to the Monster Beverage Corporation for becoming a ridiculously-profitable, high-growth $2 billion dollar enterprise despite ignoring the Holy Grail of marketing commandments. 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. Yet, despite Monster’s disregard for the immutable laws of marketing, the brand’s “cult” status insulated it from any punitive market damage. Today, Monster Beverage keeps chugging along at a phenomenal 30% annual growth rate. I hadn’t realized it, but that blog of last week left people with an unanswered question – how in the world did Red Bull withstand the onslaught?