# Afterschool Podcast, Episode 3  - Robert Brunner

- Show: [Core77 Podcast](https://hardwarepodcasts.com/podcast/core77-podcast)
- Published: 2013-08-28
- Length: 57m
- Page: https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner
- Listen: https://soundcloud.com/corejr/robert-brunner

## Summary

Robert Brunner, founder of the design consultancy Ammunition, discusses the creation of the Beats by Dre headphone line with Jimmy Iovine and Dr. Dre, explaining how they re-engineered the headband and ear cups to create an iconic, wearable aesthetic. He details the strategic marketing approach, including leveraging Dr. Dre's cultural equity and using 'ambush marketing' with athletes like LeBron James to build brand visibility. Brunner also covers his work with Adobe on the Mighty Stylist and Napoleon ruler, physical input devices designed to enhance creative workflows on tablets, and his philosophy on why industrial design firms should move beyond traditional service models to equity partnerships.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=0) Introduction: Robert Brunner and Ammunition
- [2:18](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=138) The Genesis of Beats by Dre
- [11:37](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=697) Designing the Iconic Studio Headphone
- [17:42](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=1062) Marketing Strategy and Cultural Visibility
- [24:06](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=1446) Redesigning the Studio 2.0
- [27:16](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=1636) Adobe Mighty Stylist and Napoleon Ruler
- [33:12](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=1992) Software Companies Building Hardware
- [36:00](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=2160) The Evolution of Ammunition and Design Partnerships
- [53:16](https://hardwarepodcasts.com/podcast/core77-podcast/2013-08-28-afterschool-podcast-episode-3-robert-brunner#t=3196) The Value of Aesthetics in Industrial Design

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)

## Most relevant to

companies scaling up

## Mentioned

- Ammunition (company)
- Beats by Dre (product)
- Jimmy Iovine (other)
- Dr. Dre (other)
- Studio 2.0 (product)
- Adobe (company)
- Mighty Stylist (product)
- Napoleon ruler (product)
- Apple (company)
- Pentagram (company)
- Bose (company)
- Sony (company)
- Sennheiser (company)
- LeBron James (other)
- Kickstarter (company)

## Related episodes from other shows

- [FUBU: Daymond John (2018)](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-04-fubu-daymond-john-2018) (How I Built This)
- [Live Episode! Walker & Company: Tristan Walker (2019)](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-02-28-live-episode-walker-company-tristan-walker-2019) (How I Built This)
- [Therabody: Jason Wersland](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-20-therabody-jason-wersland) (How I Built This)
- [80: Jony Ive’s Favorite Things](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-05-18-80-jony-ives-favorite-things) (Thoroughly Considered)
- [50: Putting All Your Eggs in the Launch Basket](https://hardwarepodcasts.com/podcast/thoroughly-considered/2019-04-22-50-putting-all-your-eggs-in-the-launch-basket) (Thoroughly Considered)

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