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What High End Manufacturers Could Learn From Bose

In the high end community Bose gets no respect. The fact is they don't deserve our respect - Bose does not make a particularly good sounding product and they're over priced. Yet at the same time, there is much the high end could learn from Bose. The concept is marketing. Bose knows how to sell hi-fi equipment. Open up a general interest national magazine and there's a prominent ad for Bose. How many high end manufacturers have ever run television ads? Bose has. Bose once sent me an unsolicited videotape ad thru the mail. Finally, Bose even has retail outlets. What a concept, actually spending money to make people awear of your product with the hope that they will buy it.

My question is why doesn't Martin-Logan, Krell or Harman (Revel, Levinson, etc) embark upon similar marketing efforts? The future of high fidelity sound reproduction will be for those companies that grab it. Right now, Bose is grabbing for that future. Will any high end companies step up to the plate and challenge?
128x128onhwy61
abe_av
78 posts
 
off topic.

Rhyno, you are the man! I am not a whisky afficionado at all but once was impressed by the glossy duty-free catalog on an airplane to Asia, I got a bottle of Chivas and thought it must be near to top of whisky crowd. But when I tried it with my father-in-law, both agreed that it is not so good but I was blaming myself for not being able to appreciate such a 'high-end' liquor! Lately I got a bottle of Jack Daniels not as flashy as Chivas but tasted waaaaay better. I still have no clue of which are good whisky brands and how they taste like. I guess this must be what the 'mass market' is behaving in audio shopping. I can personally relate Bose to Chivas!

abe
rapogee
256 posts
 
I think Martin Logan (Mr. Saunders) don’t really want to be like Bose, once things starts to be mass marketed they thrive and deteriorate in quality.
I guess what I am trying to say is you don’t see as many Jaguars compared to Hyundai’s.
These guys pay a fortune for adds like some in millions of dollars to a point that some think SONY is the best product in the world! That is provided you have tried all on the planet.

It’s a tough call for manufactures, like what Jason Bloom of Apogee and Aurnie Nudell of Genesis Technologies bailed out of Infinity, not for the money but the principal behind their product.
More does not mean better for all!
cdc
1,807 posts
 
Bose has their name printed on a window of the new condo's at 59th and Broadway in NYC. This is right across from Trump tower and the entrance to Central park. Bruce Willis is said to have bought two units in this building.
Of course it helps that everyone already KNOWS Bose is the best. This merely reinforces the fact.
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