6. 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.
10. 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.
12. 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.
16. 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.
17. “ ” 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
19. 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.
20. How to launch a brand Earned not paid media Distinctivedesign Involvement not endorsement A clear purpose Partnerships
21. All help create a community people want to join and be a visible member of.
22. ” “ 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