Brand Made Stories: Bose Gets Branded Content Right

Yoav Tourel
Yoav Tourel

Brand Made Stories Bose Branded Content


A typical day at our Sydney office involves a bunch of people shouting out each other’s names.

Why? Because all are wearing Bose noise canceling headphones. They really work. I should know. (I’m usually the noise.)

I’ll try to keep this short as the point of this post is to direct you to the video Dream + Reach: The First 50 Years of Bose. It is just over 22 minutes and I think that it is worth your time, as it is going to be one of best branded videos you’ve ever seen.

It’s the story of the amazing, inspiring MIT Professor Amar Bose. But it is also about so much more – imagination, innovation, mentoring, constant learning, management, leadership, data, R&D, vision, investing in and for the future, humankind, and the human mind.

These are all the components of the Bose noise canceling headphones that my team wears. And these are all of the reasons why I fell in love with Bose and want to buy their product. All of their products. Any product.

Beyond that, this is also what a strong brand story and great branded content can achieve.

So put your headphones and watch this short film directed last year by Academy Award winner Morgan Neville. There’s also a beautiful, immersive, accompanying website which allows you to discover the company’s rich history and learn all about the meaning of Bose’s manifesto: “Better Sound Through Research.”

See you next week.

As always, feedback is more than welcome and needed, so please leave comments below. Additionally, if you have any brand stories in mind, I love to discover new things.

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Yoav Tourel

Yoav Tourel

Yoav is Head of Sales, APAC at Outbrain. He joined Outbrain in 2012 as the Head of Account Strategy in Australia & New Zealand. Before that, he was born and bred as a media planner and for more than 13 years he worked in advertising, media and research roles, mostly in the agency land. He's also, a proud father of 3 girls (girls rock!), married to a vet (vets rock!). Oh, and some would say that he looks like Andre Agassi and sounds like Borat. Anyway, just call him "Joe" (or "Yoey").

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