Harman International Steps Up

[Titanium Dome]

Harman International announced a new advertising/marketing initiative for all its brands. Since it's not JBL-specific, I posted here rather than in a Lansing-specific forum.

http://www.harman.com/advertising.aspx

[Titanium Dome]

We should be seeing this banner online:

http://www.harman.com/advertising/web_banner.html

Here's the static view.

[scott fitlin]

I like the Crown I techs and new MACRO TECH I SERIES, basically the I techs with no DSP front end.

VERY good for SUB BASS, has that muscular, taut, tight, FAST Hard kick, that works well with todays synthetic over pumped digital bottom end in much of the music of now. SLAM BABY, but from my 15,s on up, Class AB still performs best to me ears.

Feed these amps, like I techs, and Macro I Series from a GOOD analog xover, and STAND BACK its gonna get FEROCIOUS and your gonna vibrate from your legs through your adams apple, even your eyeballs rattle from a few tracks I have!

CROWN STILL HAS A CERTAIN SOUND.........

[doodlebug]

It certainly looks like Harmon has decided to promote their brand rather than products targeting specific industries. I do hope they put some rigor into measuring the results of this sort of marketing. By this I mean, who is the target market for this sort of marketing copy? How does this differentiate Harmon from its competition?...and who are the competitors for this sort of marketing campaign? How do you know that this campaign is being successful?

I ask this as I had to deal with similar issues with my 20 years at another great institution, Hewlett-Packard. I used to just grind my teeth when HP Corporate chose some sort of nebulous marketing blather about HP rather than hitting the competition with rock solid product differentiators that I could use as a former salesman. The questions above usually came to mind as I drove to a large client where I had IBM beating me up for the business.

I'm sure there is clarity for the corporate marketing campaign, though, but the view, such as ours, from the trenches will not see the value.

Cheers,

David

[JBL 4645]

Looks like JBL Harman have done some of the top events this year.:applaud:

http://www.crownaudio.com/gen_htm/press/pr179.htm (http://www.crownaudio.com/gen_htm/press/pr179.htm)
http://www.jblpro.com/pressroom/august08/JBL_OpeningCeremony.html (http://www.jblpro.com/pressroom/august08/JBL_OpeningCeremony.html)

[4313B]

It could be very interesting to see where all this goes.

[Zilch]

The world certainly does not have AVAILABILITY of Harman International great sounds in common.... :banghead:

[4313B]

The world certainly does not have AVAILABILITY of Harman International great sounds in common.... :banghead:Providing you are willing to buy what they want you to buy and not what you want to buy they have you covered.

[Titanium Dome]

Not knowing anything, I'm going to guess that this is the "safe" opening move by new big guy Dinesh C. Paliwal.

I decided to check out the chosen ad agency, MARS USA in Southfiled, Michigan. Here are some snapshots from their Web site.

[Titanium Dome]

MARS says it turns people into customers. That would be good for Harman. However, I hope there's a stage two to this campaign. I don't see stage one doing that.