CRANCC is led by Murat Acevit, former Chief Product Officer of AlphaTauri, the premium fashion brand of Red Bull. The AlphaTauri brand extension he co-led is now studied at two of the world's leading business schools and recognised by a national innovation award.
AlphaTauri — the brand extension Murat Acevit co-led as Chief Product Officer — is taught at London Business School and Harvard as a benchmark in premium brand stretch: how an energy-drink company built a credible premium fashion brand from first principles, with product, technology and brand designed as one system.
Tavassoli, N. (2022). Red Bull Spreads its Wings. London Business School Case CS-22-016.
AlphaTauri won the German Innovation Award 2023 (awarded by the German Design Council) for its Heatable Capsule Collection 2.0 — recognising the integration of technology and premium design that defines the brand.
The underlying method — treating the product itself as the strongest brand driver, rather than the output of brand work — is the subject of a December 2025 podcast conversation on Digital Product Talks.
"Building Brands like Products — and Products like Brands: Wie Red Bull mit AlphaTauri Marke und Produkt als System denkt." Digital Product Talks (COBE), Dec 2025.