Transcript
Bose® SoundTrue™ on-ear headphones
INTRODUCTION How to use the Copy Source The Copy Source provides approved and prioritized messaging for all advertising and merchandising materials. The content in each section has been deliberately organized in order of importance. To deliver a clear and consistent message to Bose customers, it is important to follow the prioritization of this information. It is divided into four sections: 1. Naming & Use of “New” – Provides variations on product names that adhere to Bose® branding standards and to trademark regulations. Also indicates the latest date “New” can be used with the product. 2. Merchandising Copy – Provides messaging for use in merchandising, such as point-of-purchase, fact tags and other in-store displays. 3. Advertising, Online and Social Media Copy – Provides advertising-oriented messaging for use in national and regional ads, catalogs, direct mail, out-of-home, online, social media and other forms. 4. Legal Disclaimer – Provides specific legal disclaimer language to be included in any materials.
NAMING The name variations adhere to Bose naming standards and trademark regulations. The use of any name that does not appear on the list requires written approval from the Bose Legal department and your Bose Marketing Contact. Full Product Name – Official name of a Bose® product. An abbreviated version of the name may only be used after the full name has appeared once unless written approval has been granted by Bose Corporation. Web Product Page Title – Include “Bose®” in front of all web product page product titles and product listing pages. Product color, SKU or other descriptor may be added within parentheses at the end of the name. Short Product Name – May be used in print when there is limited space. May be used within web copy as well as web banners that link to the product page where the full product name is listed. Family Name – Official name of a Bose product line (i.e. SoundDock® digital music systems). Short Family Name – May be used when there is limited space to describe the Bose product line (i.e. SoundDock® systems).
ADVERTISING AND MERCHANDISING COPY Headlines, Subheads, Bullets and Copy Blocks are intended for use in the development of all advertising and/or merchandising materials including: national and regional ads, catalogs, direct mail, out-of-home displays and billboards, web banners or other advertising applications, point-of-purchase and in-store displays, customer takeaways, fact tags, price tags, cartons and other merchandising-centric applications. To deliver consistent messaging, use an approved headline from the provided list. Always clearly name the product and use the appropriate subhead to support a headline. The Key Benefit and Technology Bullets have been placed in order of importance. To deliver a consistent message to customers, bullets should be used in the order listed. If space is limited, cut the lowest-priority bullets to fit the space. If you are developing your own marketing asset(s), please include the features/benefits of the product in the order shown below. Copy Blocks have been written to follow the same benefit and technology hierarchy as the Key Benefit and Technology Bullets. It is important to use this copy as written to deliver a consistent and unified message.
For internal and reseller distribution only – Bose confidential.
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Bose® SoundTrue™ on-ear headphones
NAMING CONVENTIONS AND USE OF “NEW” Approved Naming Conventions • Full Product – Bose® SoundTrue™ on-ear headphones • Short Product – SoundTrue™ on-ear headphones • Web Product – Bose® SoundTrue™ on-ear headphones • Full Family – Bose® headphones • Color names (when necessary to distinguish) – • SoundTrue™ On-Ear Black • SoundTrue™ On-Ear White • SoundTrue™ On-Ear Mint • SoundTrue™ On-Ear Purple/Mint
Use of “New” “New” cannot be used with this product, unless referring to “new design” or “new colors.”
ADVERTISING, ONLINE AND SOCIAL MEDIA COPY Headlines • I’m listening to my own personal theme song. #listenforyourself •
I’m listening to a song nobody’s heard yet. But they will. #listenforyourself
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I’m listening to a song that sounds exactly like I feel. #listenforyourself
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Listen for yourself.
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Your music says a lot about you. So do your headphones.
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Engineered for your ears. Designed for the rest of you.
Subhead Presenting Bose® SoundTrue™ on-ear headphones. Copy Blocks Quick Hit (3 words) Listen for yourself. Short without product name (15 words) Fresh designs to fit your style. Better sound for all your music. Listen for yourself. Short with product name (19 words) Bose® SoundTrue™ on-ear headphones. Fresh designs to fit your style. Better sound for all your music. Listen for yourself.
For internal and reseller distribution only – Bose confidential.
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Bose® SoundTrue™ on-ear headphones
Medium (50 words) Bose® SoundTrue™ on-ear headphones are designed with you in mind. With fresh designs to fit your style, they stay comfortable no matter how long your playlist is, but are built to survive your busy life. Best of all, they’re engineered to make all your music sound better. Listen for yourself. Long (78 words) Bose® SoundTrue™ on-ear headphones are designed with you in mind. They’re engineered to make all your music sound better, delivering deep, clear audio for all your favorite songs. They’re so lightweight you might forget you’re wearing them, and they’ll stay comfortable no matter how long your playlist is. But they’re heavy-duty, too, and built to survive your busy life. With fresh designs to fit your style, they’ll notice the look – and you’ll notice the sound. Listen for yourself. The Full Message (146 words) Bose® SoundTrue™ on-ear headphones are designed with you in mind. They’re engineered to make all your music sound better through an advanced acoustic design that produces deep, clear audio. With a softly padded headband that distributes weight evenly across your head and memory foam to cushion your ears, they’re so lightweight you might forget you’re wearing them – and they’ll stay comfortable no matter how long your playlist is. But they’re heavy-duty, too, and built to survive your busy life. The fold-flat earcups and matching carrying case make it easy to put away anytime and take with you anywhere. The inline microphone and remote let you switch easily between calls and music, and allow even more control when used with select iPod, iPhone and iPad models. With fresh designs to fit your style, your friends will notice the look – and you’ll notice the sound. Listen for yourself.
Product Features (for use on Web Product Pages) • Fresh designs to fit your style. •
Designed with you in mind.
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Engineered to make all your music sound better.
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Stay comfortable no matter how long your playlist is.
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Built to survive your busy life.
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Softly padded headband and on-ear cushions with memory foam.
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Inline microphone and remote for easy switching between calls and music.
Key Word Search (for internal search only) Styled on-ear headphones, engineered, music, sound, audio, better, deep, clear, love, more, advanced, acoustic, design, full-range, fresh, fit, style, comfortable playlist, lightweight, soft, padded, headband, earcups, cushioned, memory foam, built, heavy-duty, survive, busy, life, foldflat, matching, carrying case, inline, microphone, remote, switch, calls Social Media Messages • [130 characters]: Your commute might take forever, but Bose SoundTrue on-ear headphones just might help you look forward to it. Listen for yourself. •
[123 characters]: That feeling you get when you realize you actually DON’T have a meeting in 20 minutes and can keep listening to your music.
For internal and reseller distribution only – Bose confidential.
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Bose® SoundTrue™ on-ear headphones
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[96 characters]: From games to music to calls, SoundTrue on-ear headphones have all the style and sound you need.
Note: Some social media services are incapable of producing trademark symbols and/or italicizing letters. With all social media copy, do not use trademark symbols, and use all caps in place of italics. MERCHANDISING COPY Please contact your Bose Marketing representative for approved merchandising messaging. Copy Block for displays, fact tags, etc. (15 words) Bose® SoundTrue™ on-ear headphones are designed to stay comfortable no matter how long your playlist is, but they’re built to survive your busy life. Best of all, they’re engineered to make all your music sound better.
LEGAL DISCLAIMER iPad, iPhone, and iPod are trademarks of Apple Inc., registered in the U.S. and other countries. The remote and mic are supported only by iPhone 3GS or later, iPad, iPod touch (2nd generation or later), iPod classic (120GB, 160GB), and iPod nano (4th generation or later). The remote is supported by iPod shuffle (3rd generation or later). Audio is supported by all iPad and iPod models.
For internal and reseller distribution only – Bose confidential.
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