You can watch a rough cut of that interview here. So, to begin, I recorded a three-hour interview with their founder and industry pioneer Jeff Coombs, who had already founded and sold the custom audio brand James Loudspeaker before founding Ambisonic Systems. You know, one that could pass a sniff test. While my knowledge of both the CEDIA industry and loudspeakers is reasonably in-depth, I needed to know the forces behind his company to build an authentic brand. They needed a sales and marketing staff to take hold truly. With a team of engineers running the show, I understand the aversion to design and marketing's murky nature.
This company had collected no high-resolution photography, had an unstyled website and never thought about marketing beyond publishing truly impressive specifications. And a comptetive pricing analysis.įinally, I had to create all the content. Who wants $2500 each speakers for their backyard? I listened to probably 100 hours of music on their speakers. I spent hours combing competitive catalogs, building semiotic charts, reading copy, and trying to understand the type of person that resonates with our product.
#SPACE AGE MARKETING FULL#
Secondly, I had to position this brand within a mature market full of competitors. The goal was to instantly put a new shopper at ease with the familiar, vintage, feel of the design while telling a branded story of performance-minded, handcrafted luxury. So, I created a straightforward, clean, Vignelli inspired typography and layout guide then matched it with ultra-processed, dreamy product imagery. With a minimum spend of roughly $10000, we had to legitimize the brand in the consumer's eyes. Most people will be hearing of this brand for the first time when it is offered to them, and it will most likely be part of a much larger quote. First, build a visual system for the brand that was unique but felt familiar. I broke the task down into several categories, each one being developed concurrently with each other.
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