HARMAN Luxury Update
Increasing the Awareness of Our Luxury Brands in CY22
by Dave Tovissi
Vice President and General Manager
HARMAN Luxury Audio
As we continue to celebrate the 50th anniversary of the Mark Levinson brand, it is timely to discuss some new investments in resources and capital to support our luxury brands in CY22. The most notable investment was in our marketing resources and the restructuring of the marketing teams supporting our Luxury Audio brands.
In January, HARMAN hired seasoned marketing executive Tim Giblin as Director of Global Marketing for Centralized Brands, to head up our global marketing and branding initiatives. Formally from Xperi Corporation, the holding company for brands like DTS, HD Radio, IMAX Enhanced and TiVo, where he led their creative, brands and events, Tim will help align the resources across the globe to come together to enhance our iconic brands. Tim is joined by David Glaubke, Director of Public Relations & Global Communications along with Tina Leitz, Senior Global Manager of Trade Communications and Product Marketing.
HARMAN Luxury Audio brands will see an increase of awareness on social media and will start seeing more marketing assets to support our incredible dealer base. These assets will be grouped in the Luxury Audio Collections on our Media Library (harmanwidencollective.com) and will be used internally to support the new JBL Synthesis website scheduled to launch next month, and all other luxury branded websites.
Some recent assets that were added to the Luxury Audio Collections were the videos for the Mark Levinson №5909 headphones and the recent JBL L75ms video produced by our EMEA marketing teams managed by Dannica Brown. This video has been creatively repurposed by several of our distributors and dealers to help introduce this innovative all-in-one music system.
Our team of global marketing executives are also working closely with regional marketing teams to support local versions of our branded sites. There has been a lot of collaboration across the globe to launch regional landing pages for JBL Specialty Audio which now resides on JBL.com.
If you have any recommendations for improving our global marketing efforts, please feel free to share them with me at david.tovissi@harman.com.