Amar Bose was a technologist true to the Massachusetts Institute of Technology’s (MIT) rich academic heritage. And, when he launched what he had good reason to believe were the world’s finest speakers in 1968, he embraced advertising with all the flair of an engineer.
“Dr. Bose was so passionate about his brand, and so passionate about the product experience, he only wanted Bose-trained employees demonstrating or explaining the benefits of the products to the consumer,” Pat LaCroix, head/global media and sponsorships at Bose, told delegates at IEG’s 2018 Sponsorship Conference.
To that end, a direct-response telephone number was a powerfully...