Bose Music Monitor “warning”
The people at Bose must know that people trust other people far more than a manufacturer.? So in its ads for its new Bose Computer MusicMonitor Bose does something very clever that disarms and earns credibility.? Before listing the product benefits the ad uses a “warning.”
BEWARE THIS IS THE MANUFACTURER TALKING!
Then, rather than the usual “benefit” copy, the ad lists four things that Bose believes, e.g. “We believe that the Computer MusicMonitor also comes the closest to our goal that sound is meant to be heard and not seen.”? Another clever tactic as people gravitate to beliefs and points of view.
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February 15th, 2008 at 2:10 pm
Its exciting to see an innovative, pace-setting company like BOSE understand it really is a new day, and that marketing isn’t really marketing anymore, in such a humorous way.
Reminds me a little of a certain personal product’s for men campaign you highlighted a while back!
But I have to admit it saddens me to think that this might be the holy grails of marketing – positioning and brand strategy – reincarnated than good people meeting good people with good products of real value to offer…
I know, Pollyannaish of me but, oh well!