Comparative advertising is a topic of its own.
But when, like me, you have been working in the music business for over 30 years – one of the most wonderful industries of all – you experience quite a lot. Naturally, there were also some advertising slogans in my mind that never made it to the public. The two that came to my lips most often, but never became official, are:
“It’s not a Sony – It’s an ULTRASONE”…
…where the tonality of the ending can be spoken exactly the same way. Of course, there were rarely direct comparisons between the global corporation that has enriched the music market with many innovations for decades and the small family business that has enriched the global market for decades as well. Only the phonetic similarity of the brands and the implicit suggestion that ULTRA-Sony might be something positioned slightly higher always amused me in comparison and often brought a smile to people who did not know our brand and were surprised by the quality coming from such an “unknown” manufacturer.
In general, at the hundreds of trade fairs where we have been represented as exhibitors, we have always been the “good mood stand”.
“Is this the stand with the fantastic headphones?”
was a greeting I heard again and again, and it made me happy every single time. Even more memorable was the young lady who stopped at the edge of our exhibition stand and only tried to see what was new. When I invited her to come closer, she replied, “I don’t dare, because then I will probably buy another ULTRASONE.”
“People hate headphones, but they love ULTRASONE”
Over the years this repeatedly became a kind of saying, because for a long time headphones were either a necessary evil or a stylish accessory. The attitude toward our devices with their special sound is different. In the comments from our loyal customers there is only positive feedback, because they not only last a long time but also provide enjoyment for a long time.
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- Because your ears deserve better.