The point of differentiation for Denon PerL Pro earbuds within the audio space is its ability to personalize and optimize each user’s music listening experience through its proprietary “adaptive acoustic technology.” But even if the product performs amazingly well for those who experience it, from a marketing perspective this presents an awareness challenge.

“The point of difference with our technology—people don't know it,” said Mike Allen, Chief Marketing Officer at Denon parent company Masimo. “We do activations and events, and when people get to experience the PerL, it's one of those “how did you do that?” moments. So, a big challenge for us is getting that out there, getting brand awareness out there, and getting an understanding of what the product and the technology is all about.”

A key part of Allen’s strategy is to leverage a collaboration with mega pop star Katy Perry—a true fan of the earbuds—as she relaunches her music career. We spoke with the marketing chief about the campaign collaboration and its goals; Perry’s own marketing contributions; challenges to product differentiation within the audio listening space; and lessons learned from previous marketing gigs.

Podcasts have become an integral part of daily life for millions, with over half a billion people globally tuning in regularly. This growing audience presents an opportunity for brands, with new figures suggesting podcast consumers are a desirable bunch. Yet podcast advertising remains an underleveraged channel. Our columnist explores the reason for the disconnect and how brands can capitalize on the medium.

e.l.f. Beauty, the brand that began as a seller of $1 makeup products online, has evolved into a TikTok powerhouse and digital trailblazer in the beauty space. e.l.f. Chief Brand Officer Laurie Lam dishes on the company’s ambitions to be a consumer destination—and not just a brand.

Lastly, a well-aligned budget not only maximizes ROI but also ensures that your marketing efforts are in sync with your business goals. Here’s how to achieve this alignment effectively.

Until next week,