Beats by Dr Dre uses WOMM to make some noise

11/16/2012 | MarketingWeek.co.uk (U.K) (free content)

High-end headphones brand Beats by Dr Dre has proved a hit with young consumers -- and Beats President Luke Wood says word-of-mouth marketing is the reason why. "I think when you're talking about why we're getting real cut-through in mainstream culture this year, it's because of us achieving that viral effect of people just talking about the brand more," he explains.

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