#strategy
Of all the news pieces about Beats by Dre's Olympic ambush in recent days, Billboard has one of the most insightful looks at the company's marketing strategy. In particular, here's what we learned in their interview with Sr. VP of Marketing Strategy, Omar Johnson: it's easy to get product in the hands of celebs and athletes, but getting them to actually use it is a much tougher task -- with or without a contract attached. So brands like Beats rely on product customization to obtain the affection of influencers.
Billboard writes:
"In recent months, Beats has customized a special line of headphones for the New York Knicks at the request of longtime fan Spike Lee, and will gift a popular baseball team their own customized set on behalf of the team's co-owner in the coming days. "Thes...
