Beats by Dr. Dre.
Beats by Dr. Dre
Beats by Dr. Dre achieved strong brand recognition and sales long before the company invested significantly in paid-media marketing. Explore the questions: Why did this campaign work? Can the success of Beats be duplicated by any brand or only certain brands? Think hard about what assets or equities the company possessed or created. What did it leverage in order to convert those assets into market awareness and sales? Be as specific and thorough as possible about the history of the brand, and the techniques and channels used. Compare Beats to at least one other successful and one unsuccessful “celebrity-endorsed” brand. What did the successful campaigns have in common? How did the one that failed differ, if at all? Use format: Sweep & thesis, evidence reviewed, analysis of evidence and conclusion. Write as if you were authoring it as background info for your team at an advertising agency.