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?
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Showing 1 response by justacoder

High-end audio is invisible - but it need not be so. Take Porsche as an example: how many people can afford one? How many people actually buy one? And how many WANT one?

Porsches are not cheap, they are not compromised (well, maybe their new cheapo ~$30-40K models). Hi-end audio can also remain expensive and uncompromised and be desired by the masses (is this not the definition of of being a target of desire in the materialistic world? :-).

So why are we not there yet? I am not a marketing maven, but it may have something to do with the fact that I never see anyone parading around the city with their brand new, bright red, Revel Salons (i.e. the 'show-off' factor is severely lacking ;-). In this way, high-end audio is like fine wine, fine furniture, (fine art does have somewhat a reputation amongst the masses, though, but only the very, VERY high-end)...