Beats by Dr. Dre is a headphones company upon the inception of which headphone marketing shifted focus towards fashionable design culture from the earnest audio culture.
In the day and age of value extending beyond just product functionality, these headphones are the epitome of an overall package. Not only are they aesthetically pleasing but also speak volumes about pride in ownership via media of ‘status symbolism’.
When all their competitors promote themselves in terms of superior sound quality, this 3 Billion Dollar company sells itself in terms of premium design and blunt status with the entire music industry backing it up in terms of product placement.
When young adults save approximately $200 to purchase these headphones it is not because they are seeking technical superiority but due to their desire to finally “hear what the artists hear.” With hip-hop sensations such as Drake, Nicki Minaj and Young Money Cash Money Records in its entirety marketing the diverse product range of the company in their music videos; there’s not much of a target audience left out in terms of spreading awareness!
The other strategy the company has believed in and successfully practiced ever since the genesis of the brand, is having customers walk around with massive ‘b’s on their ears!
The brand’s mission of generating curiosity about its product amongst the masses is now accomplished. Such tactical product design enables the objective of being looked upon as a premium and luxurious business as it allows the company to keep far far away from mainstream marketing there by, allowing greater sales on the rudimentary of earned media and not the contrary!