Challenge
I was hired by Bose based on my critical assessment of the brand’s lack of humanity. Here was a company famous for bringing recorded sound to life, yet felt two-dimensional, a cardboard cut-out of what a brand could be. Bose saw itself as an R&D organization, a consumer electronics company — anything but a brand that connects people to the entertainment they loved. Its messaging highlighted features and sound quality, but rarely made an emotional appeal.
Solution
My four-year client engagement focused on leading teams of digital and social content creators, and through it I brought the humanity that was missing, focusing on the people who brought listeners joy, the stories that connected audience to fans — via the Bose products. The work came to life through media partnerships with the NFL, Live Nation, IFC, Pitchfork, Spotify, and more.
Results
I don’t pretend to take credit for these partnerships, but I brought them to life in a way that felt human and connected with the core tenets of the brand, a brand which is now seen as far more than a speaker manufacturer. The company had an annual internal creative awards program at the time, and my work was eligible during three years. I won three years in a row.
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