The name in question is Andre Romelle Young a.k.a. Dr.Dre.
The world has witnessed the metarmophosis of Dr. Dre from a musician to a music producer to a million- sorry, billionaire.
Dr. Dre produced his own head phones known as 'Beats by Dre', logic being the world would buy his headphones because he designed them from a music producer's perspective, sense of hearing, and thus know that it will be of superior sound quality. But most of all, they would buy it for the name.
The world was very receptive to Beats by Dre, so much so that they are currently the number one bestselling set in the United States of America , the UK, France, Germany, South Korea and Singapore. The marketing strategy is simple and powerful.Their main candidates for their brand ambassadors are musicians and athletes - people everyone looks up to as demigods, and who will buy something because of their name; the fundamental pillar of endorsement.
For the 2014 FIFA World Cup, their campaign 'THE GAME BEFORE THE GAME' is brilliant.
They choose Brazilian football star Neymar Jr. to carry the message.They choose Portuguese as the language of choice which is a break from the norm, implying they have a larger audience. The advert is a phone call between Neymar Jr. and his father, his pre-game ritual, before any match. The advert is superb; it features may familiar faces, and use of a familiar language as well as setting and general loyalty to the sport evokes multiple layers of emotional attachment and appreciation; one, a man and his father, and two, a man and his game.
Apple recently purchased Beats by Dre for 3.2 billion dollars. It's a good brand, and it's made a good name for itself. So once again...what's in a name?
Everything.
They've said it from the beginning of time; an apple a day keeps the doctor away. Guess an Apple is what it took to keep Dr. Dre away?
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