Marketing Brands with Authenticity and Emotion
Big companies spend millions of dollars on advertising campaigns to drive brand awareness, but Omar Johnson was able to make Beats headphones a viral social media phenomenon and an international success on almost no budget. Johnson learned the key to building great brand awareness was to listen, be curious, and to use truth and emotion to connect to the audience. In this talk, Johnson will share his experiences of creating emotional connections to a brand through innovative and unconventional marketing techniques.
The Beats Story: Building an International Brand
When Dr. Dre and Jimmy Iovine created Beats in 2006, their goal was to create a great sounding headphone. However, it wasn’t until Omar Johnson came along that Beats became the most popular headphone for athletes and musicians. Johnson was able to turn a 180 million dollar company into a billion dollar enterprise through unconventional marketing tactics and his brand of insight, idea, execution and result. In his highly engaging talk, Johnson shows how he used curiosity and creativity to turn Beats headphones from a commodity product into an experience and an international brand.
The Best Idea Wins: How to work with the crowd, ignore the data, and use the art of listening to develop your best ideas
Marketing is about ideas and authenticity. When Omar Johnson took over the marketing for Beats by Dre, he created a flat organization style where the best idea could win. He encouraged everyone to contribute ideas from the newest member of the team to the oldest. Instead of heavy data analysis, his team would talk to actual users of Beats in the streets in order to find why and how people were using their headphones. The result was a billion dollar company and category leader. In this talk, Omar shares techniques from his experience on how to develop the best ideas.
Leadership: Meeting People “Where They Are”
When Beats by Dre headphones came into the market they faced competition from more established market leaders like Bose. As the new kid on the block, Omar used new marketing techniques to gain market share, from giving well-known athletes free headphones to developing hangouts for Olympic athletes to drive buzz and desire for Beats headphones. In this talk, Omar shows how your company can incorporate guerilla techniques to gain market share.
The New Rules of Marketing: From Influencers to Ambush Marketing
The idea of the majority office culture is changing. Instead of expecting everyone to fall in line, employees are encouraged to bring their individuality to work, such as their culture, gender, or sexual orientation. While celebrating and encouraging individual differences is good for breaking groupthink and innovating, it is also hard to manage as a leader. In this talk, Omar Johnson discusses the challenges and benefits of meeting people where they are. Audiences will come away with an understanding of employee differences, which can provide for a better work environment that enriches the company culture and the bottom line.