Mark Hall
President, Monster beverage Unit
SB Mark Hall PROFILE
„A lot of marketing is common sense; common sense, perseverance and problem-solving,“ Mark Hall
Mark Hall is an idea man, he‘s skill as a marketer and brand strategist helped Monster become the iconic brand it is today. In 1997 Mark Hall had officially joined the Hanson Beverage Co. Family. Almost as soon as he arrived to the nearly bankrupt company he started seeing opportunitty for change. To Hall, it was clear that there was a disconnect between the Hansen brand (with its wholesome, good-foryou aura) and the young male demo that comprised the core energy-drink consumer. The desicion for a new brand name was obvious, and with that Monster energy was born. Hall wanted monster to be an aggressive in your face brand a drink the guy with tattoos would drink. Hall being an avid dirt bike rider wanted to start marketing the product somewhere he felt at home, freestyle moto cross. rather than go in for expensive media buys and corporate sponsorships of major events, Hall decided to focus strictly on the athletes. The pair made it a point to approach athletes who had qualified for the finals, ensuring that their investments would produce an immediate payoff in TV coverage. The brand has since expanded its involvements to encompass drag racing, super bike, rally, core-just about any form of motorized racing short of corporate ones like Nascar and Indy Car. Hall is non stop and is constantly working to enhance the brand he created.