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5 Lessons from Beats
by Dre
How to
launch a
brand
In 2008 Dr. Dre, Jimmy Iovine (Chairman of Interscope records) and Monster Cable launched Beats by Dre headphones.
In 2010 1,300,000
sales
Highest selling premium headphones in USA
lessons
Visibility
Authenticity
&
All help build
5
One
Focus on
earned not
paid media
All activity looks to utilise owned media to drive earned rather than
defaulting to paid.
Beats understand that earned media is more powerful than paid to
establish authenticity.
Jimmy Iovine has used Interscope artists and their music videos as a
media channel, ensuring Beats products are seamlessly integrated
with popular culture.
We aren't buying a lot of ads
Jimmy Iovine“ ”
Superbowl 2011
Most watched US TV
programme in history.
The Black Eyed Peas performed on a stage in the shape of a Beats headphone.
TwoDistinctive
design
Marketing is ingrained in to the product.
The distinctive design sells the product when and wherever it's encountered.
It’s clear when someone is using Beats.
A lesson for competitors.
ThreeInvolvement
not
endorsement
From Dre onwards each celebrity working with Beats has been involved in the design and
performance of the headphones
Real involvement ensures a level of authenticity not possible
through simple endorsement.
I said, 'Dre, fuck sneakers.
Let's sell speakers,‘
Jimmy Iovine
“ ”
Four
A clear
purpose
Beats were created with the purpose of letting people hear
music as it’s supposed to be heard.
A solution to poor quality laptop speakers and cheap white iPod
headphones.
Beats is a brand with a reason beyond profit.
We're on this mission to repair the entire ecosystem of audio. People's home stereos are computers now, and the
sound costs 50 cents. It's transistor radio quality. This is the start of a revolution.
Jimmy Iovine
“ ”
Five Partnersh
ips
Nike and Apple did it with Nike Plus.
Now Beats has been integrated into top HP laptops.
Spreading the Beats brand further and adding to it’s authority as the
top name in superior sound.
How
to
launch
a
brand Earned not paid media
Distinctivedesign
Involvement not endorsement
A clear purpose Partnerships
All help create a community people want to join and be a visible member of.
The Dre headphones come with admiring glances at no extra charge.
They come with self-esteem built in. You can argue that this is a worthless
feature in a device designed to reproduce sound accurately, but you'd
be wrong.
Seth Godin
“ ”
Slide 1http://www.facebook.com/beatsbydre
Slide 2http://www.switched.com/2009/01/10/dr-dre-has-just-one-thing-to-say-about-his-new-earbuds/
Slide 3http://www.billboard.com/news/beats-by-dre-the-secrets-behind-a-headphone-1004128122.story
Slide 4http://www.facebook.com/beatsbydre
Slide 5http://www.takesontech.com/best-buy-launches-club-beats
Slide 7http://www.facebook.com/beatsbydre
Slide 8http://www.inflexwetrust.com/2011/02/08/photo-black-eyed-peas-superbowl-stage-was-shaped-to-look-like-dr-dres-beats-by-dre-headphones/
Slide 9http://www.girlgeekchic.com/posts/1811
Slide 11https://marketingnotesja.wordpress.com/2010/12/24/beats-by-dr-dre-smart-marketing/justin-bieber-and-monster-beats-by-dr-dre-headphones-gallery/
Slide 13http://hiphop-n-more.com/2010/11/dr-dre-talks-kush-leak-detox-release-date-more-radio-big-boy-interview/
Slide 14http://www.beatsbydre.com/
Slide 18http://star94fm.com/blogs/star_entertainment_photo/2010/09/dr-dre-hp-drop-the-first-hipho.html
Slide 21http://www.facebook.com/beatsbydre
Thanks to @JESSEDEE for presentation style inspiration.
Image Credits
@peteb_