In summary,you could simply say that Bose do the marketing basics well. This, unfortunately, puts them almost into a class of their own. Their marketing doesn’t seek to add ‘cool creds’ where they do not exist, or ‘go viral’ by borrowing content from a ‘hot’ artist. It merely targets the relevant people and shows why their products are different and better. In a world of so much technology hype, it’s refreshing to find a brand that actually does what it says on the ad: Better sound through research.