Beats by Dre is arguably one of the most successful marketing stories in recent history. Sure, Dr. Dre and Jimmy Iovine are very successful businessmen and music producers, but what really made the sale to Apple was their success in how they marketed the headphone company to the consumer market.
At the end of the day, Beats by Dre are nothing more than an estimated $16.89 pair of weighted headphones that Apple paid an estimated $3 Billion to acquire. How Dr. Dre and Jimmy Iovine made it to this point was nothing more than marketing genius. Founded in 2006, Beats became a household brand in a matter of months as a result of a marketing plan pushed by the duo. As Beats were just hitting the market, both Dre and Iovine worked closely with well-known music artists to ensure they were seen with the headphones by public eyes as detailed in their latest biography, The Defiant Ones. In short order, Beats made their way into music videos, artist social media accounts, and photo shoots, amongst other places. The pair then set their targets on professional athletes within the NFL, NBA, and other professional sports; this made Beats visible to a whole new market with major sports athletes now wearing Beats daily on national TV for tens of millions to see. The widespread use of Beats within the music and sports industries quickly skyrocketed the little-known venture into the national spotlight, and in 2012 Beats made their way into the global spotlight with Olympic athletes. The visibility with music artists and athletes alike made Beats a household name and at the top of every teenager’s wish list.
However, the marketing genius of Beats didn’t stop with celebrity endorsements. The design of the headphones themselves were straight out of a “how to” marketing playbook, starting with the iconic “b” logo on the side of each headphone. This simple but unique logo made Beats stand out, not only when celebrities would wear them, but when your everyday consumer would wear them as well. When someone was wearing Beats, there was no missing it. With brand recognition as a major influencer in today’s consumer market, the simple little “b” was integral to getting the brand the visibly it has today.
Beyond the logo, the headphones themselves were all about the design as opposed to one of their main competitors, Bose. When sitting a pair of Beats headphones next to a pair of Bose headphones, the differences were clear. Bose’s simple matte black finish with a chrome logo contrasted with Beats’ multitudinous array of glossy colors that not only stuck out in a crowd, but allowed individuals to personalize by picking their favorite color. As Steve Jobs did with the induction of the iMac, the duo did the same with Beats; personalization was a game changer for the high-end headphone market and everyone wanted it.
Finally, the pair didn’t stop at celebrity endorsements, a simple yet clever logo, and a look that everyone wanted, they also made a product that “felt” like quality. Part of the design included heavy metal components (that some say equates to about one-third of the total weight) giving the product a heavier and more expensive look and feel. With most consumer products, lighter tends to have a cheaper feel, whereas something heavier tends to lead to thoughts of higher quality. As an example, car companies spend millions of dollars to get the feel and sound of a closing door right because consumers want a product that feels quality.
Overall, the quality of the sound has been considered “decent,” not great, when compared to other competitors, but that’s not why Apple paid $3 Billion for the brand. The partnership between Dre and Iovine led to a brand that quickly became a household name with a significant fan base and sales numbers to back it up showing no signs of slowing down. The key to the story of Beats by Dre is that marketing should play a significant role in product design and everyday product strategy. In the social day and age that we live in today, having a great product is just not enough anymore—it needs to look and feel the part.