Celebrity-Obsessed
Culture Has Overtaken
Marketing
Al Ries
It’s More Than a Handful of Musicians and Athletes Slapping
Their Names on Brands
One of the enduring cultural trends is the intrusion of celebrities in almost every aspect of life.
Including marketing.
Beats by Dr. Dre had $519 million in revenue last year. It’s the best-selling headphone brand in the over-$100 category.
But Dr. Dre will soon have more celebrity competitors, including Nicole “Snooki” Polizzi, who created a lot of attention
at the Las Vegas Consumer Electronics Show with her sparkled and cheetah-printed headphones and quirky accessories
made by iHip.
Snooki joins a long line of celebrities who introduced headphones and earbuds at the CES conference, including Tim
Tebow, Nick Cannon and Ro Marley Not to mention Drew Brees, the new brand ambassador for Monster earbuds.