Bose is looking to evolve into a culture-focused brand. The retailer just hired their first ever chief marketing officer, looking to put its brand at the forefront of current music culture and shifting focus away from the products themselves. As the new lead puts it, they say the brand is “not about utility and functionality it’s about emotion.” Some specifics he’s looking to implement include platform-specific content like podcasts, short / long-form videos, new brand ambassadors, and “creator-led” marketing approaches. YPulse research shows that brands who are looking to keep up with culture-based marketing amongst consumers like Gen Z need to engage with trends and influencer collabs, so Bose is on the right path to connect with this gen. (The Drum)
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