Bose is taking action to change up it's marketing strategy, going from being demographic-based to serving cycles of demand. There there are (at least) 3 lessons to learn from this shift:

1. Consumer habits are constantly evolving which means your strategy needs to evolve with it. Bose is expanding product use cases to include not only at home but also on the go and in the car. Product intent VS actual product use should never be ignored.
   
   
2. Evolving consumer habits also include what people are listening to. Bose's bread and butter is still music, however by expanding marketing efforts to reach podcast and gaming audiences, they're able to break into new segments. All done through key influencer partnerships on social media where product discovery and recommendations are increasingly popular with a huge emphasis on building community.
   
   
3. Demographic-based marketing isn't a sure thing. Bose recognizes that its marketing efforts are more effective when they focus on cycles of desire/demand. It's less about WHO is buying but rather when and where a consumer is ready to upgrade.

Content creators and social media go together like peanut butter and jelly but there's data to show that over half of consumers admit they're more likely to engage with a product if an ad is endorsed by a creator, regardless of where they see that ad. It's clear that traditional media (think TV, print, OOH) can have almost the same impact as social media when influencers and brands collaborate.

Creators = relevancy and trust. Because of this, brands can tap into a wealth of opportunity by creating exciting campaigns beyond social media.

But be warned - there still needs to be genuine creator storytelling with brand messaging integrated authentically.

One grande NFT, please 😏

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