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5 Lessons from Beats by Dre <br />How to launch a brand <br />

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In 2008 Dr. Dre, Jimmy Iovine (Chairman of Interscope records) and Monster Cable launched Beats by Dre headphones. <br />

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In 2010 1,300,000salesHighest selling premium headphones in USA<br />

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5<br />lessons<br />All help build<br />&<br />Authenticity<br />Visibility<br />

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One<br />Focus on earned not paid media<br />

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All activity looks to utilise owned media to drive earned rather than defaulting to paid.<br />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.<br />

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“<br />”<br />We aren't buying a lot of adsJimmy Iovine<br />

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Superbowl 2011 Most watched US TV programme in history.<br />The Black Eyed Peas performed on a stage in the shape of a Beats headphone.<br />

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Two<br />Distinctive design<br />

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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.<br />

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Three<br />Involvement not endorsement<br />

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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.<br />

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“<br />”<br />I said, 'Dre, fuck sneakers. Let's sell speakers,‘Jimmy Iovine<br />

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Four<br />A clear purpose<br />

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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.<br />

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“<br />”<br />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<br />

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Five<br />Partnerships<br />

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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.<br />

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How to launch a brand <br />Earned not paid media<br />Distinctivedesign<br />Involvement not endorsement<br />A clear purpose<br />Partnerships<br />

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All help create a community people want to join and be a visible member of.<br />

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”<br />“<br />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<br />

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Image Credits<br />Slide 1http://www.facebook.com/beatsbydreSlide 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 <br />Slide 5http://www.takesontech.com/best-buy-launches-club-beats<br />Slide 7http://www.facebook.com/beatsbydreSlide 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/1811Slide 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.htmlSlide 21http://www.facebook.com/beatsbydreThanks to @JESSEDEE for presentation style inspiration.<br />Twitter@peteb_<br />