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Denon

Issue 26 | March 2013

Background

Denon was competing in a crowded market dominated by Monster Beats by Dr. Dre, who outspent them dramatically.

Behind Denon was a hundred years of the finest sound quality and the new range of headphones was no exception. The product was superb. But the brand was non-existent.

The challenge was to get Denon noticed but without taking the easy option and relying on celebrity endorsement, which is what the other brands all did. 

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