Brand Fast-Trackers #173 – Always Execute
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Categories: Advertising, Brand Marketing Strategy, Content Marketing, General Discussion, Marketing Start-ups, Marketing Strategy, Podcast Discussion Tags: Advertising, Always Execute, aple, beats by dre, Brand Fast Trackers, branding, experiential, headphones, marketing, movement, Omar Johnson, skullcany, sony Creating genuine emotional connections. Inspiring consumers. Sincere passion for the product. These are key values, Omar Johnson, VP of Marketing for Beats by Dr. Dre, embraces. Before triumphantly producing year-over-year sales increasing +300% for Beats, Johnson created and led innovative marketing programs for global brands that include Nike, Coke, Kraft and Moet. Most recently at Nike, Johnson produced some of Nike’s most memorable TV commercials including “Rise,” [...] (Read more...) The post Brand Fast-Trackers #173 – Always Execute appeared first on Brand Fast-Trackers.
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What this episode covers
Creating genuine emotional connections. Inspiring consumers. Sincere passion for the product. These are key values, Omar Johnson, VP of Marketing for Beats by Dr. Dre, embraces. Before triumphantly producing year-over-year sales increasing +300% for Beats, Johnson created and led innovative marketing programs for global brands that include Nike, Coke, Kraft and Moet. Most recently at Nike, Johnson produced some of Nike's most memorable TV commercials including "Rise," starring LeBron James and "All Together Now," featuring Kobe Bryant. What I find to be most impressive about Beats by Dr. Dre, is with no big advertising push, Beats has quickly and successfully emerged as a leading headphone brand in the few short years since its launch in 2008; creating stiff competition with householdheadphone names including Sony and Apple. When we asked Johnson what he has learned throughout his career, what the absolute “musts” are when marketing a brand or product, he adamantly reinforced the following points:• You MUST have a real insight and you must go deep. The insight is the ultimate start point because that is the foundation you build everything on.If you have the insight, you know it’s based on something real. You MUST have a big idea. A bold idea where you take a risk; not everyone is going to love it, but you have the idea and you take the risk. If you have the good insight, then you know your idea is based on something real. You MUST execute the idea. You can have a great insight and a great idea, but if you don’t execute, who cares. Additionally, Johnson reiterates that it is crucial to have an emotional connection to the product and to have an understanding of the personal impact the product can have for consumers, “It’s not just about how to make kids buy headphones. They want to feel what these artists are putting out for them. We want to give kids the emotion that the artist is feeling. It’s about that connection and feeling to studio sound. If you really want to get connected to the emotion of the artist, this is how you do it.” To hear the entire interview and more of Omar Johnson’s insights on how to connect with your consumer, tune in to the episode
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