Say an ad for a premium speaker manufactured by HARMAN's JBL consumer electronics subsidiary plays on tinny headphones or through a crappy computer speaker over bad Wi-Fi. The listener might subconsciously associate low-quality audio with JBL - exactly the opposite of what HARMAN wants to convey.
JBL has found more success on social channels, TikTok in particular, where the Gen Z consumers it's courting spend a lot of their time.
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