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 turnaround

I think it's a matter of what the audio market is like.

I can listen to a new CD of the Goldberg Variations and quickly say a lot about the performance. On the other hand, I know very little about wine and usually ask the store clerk, "Which is better, X or Y?" I know nothing about what that store clerk's knowledge or tastes are but go with it. I don't have the depth of opinions about a wine as I do about a recording the Goldberg Variations.

I know there's good wine out there, but I just don't know enough to feel comfortable trusting my own tastes, and it's not that important for me to invest my time: I'm satisfied that I picked an $80 brand-name wine over a $40 wine, though a wine expert might easily pick some $40 wines that would be better than what I bought. I figure, so this is what $80 buys and don't really think much more about it. Maybe I note that it's sweet or not sweet.

Some people balk at my attitude towards wine, while I don't understand why they can't hear how my hissy mono recording is obviously better than their DDD version of the same piece.

Audiophiles read stereo magazines, study up on audio and take months to carefully choose and match components. A typical consumer goes to Circuit City and asks, "Which is beter, Yamaha or Sony?" instead of doing A/B/A listening tests. They buy stereos the way that I buy wine. People don't know enough to feel comfortable using their own ears, and it's not important enough to them to work on it.

My friends say that they just can't hear all these differences that auido magazines fuss over. They're not thinking about the 30 things that we do -- they just hear more or less bass. It also doesn't help that everything sounds same-same when you're working with what's available at Circuit City. More reason for people to just go with whatever they see put out there.