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?
onhwy61

Showing 1 response by ed_sawyer

The Nature of the high-end market will always mean it is small. Any manufacturer that goes for mass market numbers, by definition, will no longer be high-end. For truly high-end stuff, there is no 'entry level' to it. Or, the level of entry required is just that - fairly high, due to the nature of the product (e.g. $2000 or whatever).

BTW Jvia - diamonds are a poor comparison. Personally I get way more life and pleasure out of a 2k amp than a 2k rock. Of course the girlfriend (wife to be) may not agree... But ultimately diamonds are the most over-valued commodity there is, propped up by an industry-controlling cartel (DeBeers) which is sitting on a huge hoard, that if ever released at one, would destroy the market. Intrinsically (e.g. based on scarcity) diamonds are worth at most 1/4 or less of what they sell for. If it was really an open market on them, prices would be much less. To wit: Rubies are much more scarce than diamonds, yet diamonds nearly equal them in price up to a given point in size. Wacky.

-Ed