Things that are easy to reach aren’t that all rewarding compared to things that present a challenge. Apples on the floor doesn’t really interest you. What you really want are the ones above you, dangling and swaying with the wind.
It’s human nature and we are all programmed to behave in this manner. Subconsciously, we yearn for the just-out-of-reach possession we can own – cars, gadgets, houses, and even partner. The thrill of the experience, even for such a short moment, can be exhilarating.
Beats is a brand I have little interest in prior to the high profile acquisition by Apple. From the first impression, they’re playful, hippie, and full of energy. While I can’t comment much on its sound quality, the shift from the emphasis on how good the music should sound to how-good-it-looks-on-me is shaping and shaking the marketplace. Just like Apple did with a sleek white ear bud, Beats now reminds me of the resurgent of Apple a decade back.
How do you compete with bigger and more established organisations with deeper budgets? What do you do to capture a truly global event like the World Cup? How do you get people to talk about your brand when your products are being banned from stadiums and media events?
These challenges and constrains, as they turned out, presented Beats with a unique opportunity to shine. They tap on the popularity amongst the players. These renowned stars use them as a matter of personal preference, not through sponsorship deals shoving products down their arsenal of items. It’s a highly desirable move as seen from the outside, especially for existing fans and those sitting on the fence.
“When fans see World Cup athletes wearing Beats in their downtime, by choice, it has as much impact as seeing them lace their Adidas (boots) or sip a sponsored beverage,“ said strategist Ellen Petry Leanse, a former Apple and Google executive.
“Maybe more, actually – Beats isn‘t a sponsor, so the message is more authentic and credible.”
As always, the forbidden fruit tastes the sweetest.