AudioCircle
Industry Circles => Bryston Limited => Topic started by: James Tanner on 28 Dec 2020, 08:17 pm
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Hi Folks,
I have been trying to come up with a 'tag' line for all our advertising going forward and wondered if some of you would like to contribute some suggestions?
It should define what Bryston is or does I am told.
james
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Qualty HD through Technology
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Qualty Music Through Bryston Technology
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Where good sound comes from.
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Give in to the world of great music with Bryston
Bryston brings music to life........ why not enjoy life more
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Let the music play.
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Engineered for fidelity, built to last.
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Bryston...Ton of sound...
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Bryston- you WILL believe your ears!
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Bryston, True to your Love of Music
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Bryston.....because music matters
Bryston - For The Love of Music
Bryston - Always In Tune
Brstyon - One note at a time, since (founding year)
Bryston - Always Moving Forward
etc. :D
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“Bryston, it’s Canadian for music, eh.”
Or “Bryston, it’s all aboot the music”
Okay I may have just finished binge watching season 9 of Letterkenny. Twice :oops:
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4 Ps of marketing. What are they?
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(https://www.audiocircle.com/image.php?id=218887)
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Bryston - Anticipating the best
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Bryston - Anticipating the best
I recommend against using the word anticipate, because it means something will probably happen or to guess something will happen. As such, one could take it to mean that Bryston has not yet reached the desired level.
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Maybe Expect the best?
james
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No. Expectations often don't come true
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Perhaps "Bryston, simply the best."
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Bryston: International Music, Canadian Engineering
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Bryston - Feel the music
or
Bryston - Experience the music
Or some such thing. I'd invite someone more creative than me to work on this idea. My thought here is that I can listen to music on lots of devices. I enjoy my Bryston equipment because it allows me to close my eyes and be transported TO the music. Bryston allows me to feel the music and to elicit an emotional response. It's more than just hearing or listening.
- Garrett
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Bryston- Just listen
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Is it Live - Or is it Bryston
True to the source - Bryston
Performance / Bryston
Excellence in engineering / Bryston
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Hi Guys,
My $0.02
Bryston, the electronics of emotion.
BrystonFan
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Persistent Pursuit of Performance.
james
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Reading James's recent entry made me think of one: Persistent Pursuit of Perfection
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Solid- Like a Rock.
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I know, used before , but it is accurate .
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Reading James's recent entry made me think of one: Persistent Pursuit of Perfection
I like the alliteration - aye!
james
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Hi James, you said the tag line should define what Bryston is or does, but another approach might be to define what state your client is in after acquiring your product.
I purchased my first Bryston product ~40 years ago. Something like "designed to outperform, built to outlast" is very well fitting for you guys, but lets look at the impact you have on your customers.
After buying Bryston, your customer...
- no longer worries about reliability
- no longer worries about achieving better performance
- no longer worries about support
I think that speaking to the outcome, or state of audiophilia contentment achieved is more powerful. Words like pursuit, anticipate, expect, sound like you are still trying to get 'there'. When you in fact you have already been 'there' for a very long time.
For me anyway, Bryston means "Performance and reliability, achieved". the only thing left for me to do is "Let the music play".
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Bryston makes products for both professionals and audiophiles and is big on heritage so how about:
'Delighting professionals and audiophiles since 1967'
I am sure I got the year wrong though, you fellas can correct me.
James, one of the key things is to decide to whom this marketing is oriented towards. If it's the younger clientele you're after, then heritage typically means little to them. It's difficult to target everyone. Then you're really not targeting anyone.
Cheers,
Antun
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How about
Bryston - When you're tired of listening to average.
james
That targets the customer.
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Makes al the instruments sound real ; Bryston
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Canadian Built. World-Class Sound. 8)
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How about
Bryston - When you're tiered of listening to average.
james
That targets the customer.
LOL! Tired of listening to average... as in slogans?
Sorry, no. Comparative or excluding slogans aren't that effective.
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The previous "Canadian Built. World Class Sound" is the best I've seen. It gets to the point of superlative music and Bryston engineering .
George
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Bryston ... Real Performance - Real Dynamics - Real Music
james
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My recommendation is to stay away from verbs like expect, pursuit, anticipate, etc., because they can be used against you. For example, as I previously mentioned, someone could say, "Too bad they are not there, yet."
As you mentioned in your initial post, it should be something that stands for the brand. It should also resonate with the customer to ether make him or her proud of their purchase or cause them to aspire to purchase a Bryston. An example of two tag lines that worked well for years are from Porsche and BMW.
https://www.youtube.com/watch?v=ZLl6eTu8qbg
https://www.youtube.com/watch?v=B42ks76uiGc
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Shaefer Beer. When you're having more than one
Wheaties. Breakfast of Champions
Bryston. Superlative Engineering
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Bryston ... Real Performance - Real Dynamics - Real Music
james
Bryston... delivering what the studio imagined
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The previous "Canadian Built. World Class Sound" is the best I've seen. It gets to the point of superlative music and Bryston engineering .
George
Thanks, sir.
"Bryston - Home of the Manic Moose." :green:
Good Luck, Bryston.
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Designed for Sound, Engineered for Excellence.
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Couldn't help it. :lol:
(https://www.audiocircle.com/image.php?id=218963)
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Get Salt & Pepa to hawk your wares and you could say:
Bryston...pushin it' ...pushin' real good
maybe not
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LOL! Tired of listening to average... as in slogans?
Sorry, no. Comparative or excluding slogans aren't that effective.
Very interesting about comparative or excluding slogans - never thought of that.
james
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My recommendation is to stay away from verbs like expect, pursuit, anticipate, etc., because they can be used against you. For example, as I previously mentioned, someone could say, "Too bad they are not there, yet."
As you mentioned in your initial post, it should be something that stands for the brand. It should also resonate with the customer to ether make him or her proud of their purchase or cause them to aspire to purchase a Bryston. An example of two tag lines that worked well for years are from Porsche and BMW.
https://www.youtube.com/watch?v=ZLl6eTu8qbg
https://www.youtube.com/watch?v=B42ks76uiGc
Too bad they are not there yet - good point.
Based on your examples how about
Bryston ... The Ultimate Music Machine?
james
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How about getting outside the adjective box and utilize an image. Say Mt. Everest. Suggests high end, pinnacle, peak etc. without the overused and underwhelming pool of audio marketing jargon.
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Bryston. Audiophile and professional engineering for realistic sound.
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Bryston - Because You Want Extraordinary
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Uncompromising performance
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Bryston - Because You Want Extraordinary
I recommend taking a step back. It sounds like we are trying to come up with the tag line before we identify what the brand stands for. In other words, we are doing it backwards.
I recommend the digital equivalent of a whiteboard session with both your employees, dealers, and customers. As each of them what Bryston means to them, or what adjectives they would use to describe Bryston. Once you have that foundation, you can try to use that knowledge to develop the tag line.
There are additional benefits of doing this. 1) You will see if there is alignment internally in your org. 2) You will see if your customers are aligned in their opinion of Bryston. 3) You will see if there is a misalignment between your perception of Bryston and your employees, dealers, and customers, which in itself is good to know, if case you need to address concerns.
Some of the adjectives that were already called out were "engineered, quality, customer service, and audiophile."
If you do ask for the feedback, I would not bait the employees, dealers, or customers by giving them example words. I would ask them something like, "When you think of Bryston, what comes to mind? How would you describe the brand or products?" In other words, you can ask for more details, but I would avoid guiding the answers, because you can create a bias in the response.
Also, you may want to brace yourself for answers that you did not expect or would rather not hear.
P.S. In case you were curious, I have experience in this area.
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(https://www.audiocircle.com/image.php?id=218887)
the fourth one should be "people" not "promotion". it's taking people place price and product to determines what your promotion will be.
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I think my problem is that I want the Tag Line to be about what Bryston brings to its customers.
It should not be about what Bryston is as a company but rather what needs it meets from a customers perspective?
james
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I think my problem is that I want the Tag Line to be about what Bryston brings to its customers.
james
To that end, you can ask "What does Bryston mean to you?" or "How does Bryston make you feel?" or something similar.
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Or. Why did you choose Bryston?
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I don't think many people upgrade from Bryston, so maybe something about the quest for audio quality being over. Something like "You've landed" or "You have arrived" or "Journey's end" or "When you're ready". All not great I know, but you know what I mean.
Edit: Actually, "When you're ready" says a lot.
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Bryston - the way music was intended to be experienced
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I was thinking the same as BSMSPEMBA. For what it's worth, I often mention _who_ uses Bryston (although not usually by name) as a way of introducing the brand to people who haven't already heard of Bryston, or have heard very little.
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I think my problem is that I want the Tag Line to be about what Bryston brings to its customers.
It should not be about what Bryston is as a company but rather what needs it meets from a customers perspective?
james
yes. the communique should convey your customer's end state.
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Some older ones I have used in the past.
Hearing Is Believing
Taking Power To the Next Level
Because You're Tired of Listening To Crap!
james
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James, does the wining entry earn the submitter a complete , active T-Rex system? If so what colour?
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Some older ones I have used in the past.
Hearing Is Believing
Taking Power To the Next Level
Because You're Tired of Listening To Crap!
james
I balked at this suggestion the other day, but now I think it will be ok.
Bryston: Shut up and just hit play!
JCarney
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James, does the wining entry earn the submitter a complete , active T-Rex system? If so what colour?
I think if I could afford that it would be a great idea! :thumb:
james
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Bryston - Excellent Sound Guaranteed for 20 Years
or
Bryston - Excellent Sound Guaranteed
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Bryston: Listen without compromise.
Bryston: Uncompromised performance
Bryston: All music, no compromise
Bryston: Why compromise?
:lol: :lol: :lol:
Fun thread James. Beats thinking about Covid.
Edit: expanding on a prior idea...
Bryston: When you're ready to get closer to your music
Bryston: When you're ready stop upgrading
Bryston: When you're ready for uncompromising performance
Bryston: When you're ready for the finest audio components
Bryston: When you're ready
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Bryston
Wishing you were there
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Bryston
Wishing you were there
that sounds like there's something missing in the playback, to me. IMHO
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Bryston - A thrill ride for your ears.
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BRYSTON
Tried and true
From this generation to the next
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who are the core users? who are the target market? do these overlap?
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Bryston: the genesis of audio perfection.
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Bryston -Notes of perfection
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how does bryston's product value proposition differentiate itself from competitors? i am not too familiar with bryston products. however, to me it seems to compete against other "heavy" solid state amps such as such as perreaux, odyssey. it delivers clean power and controls difficult to drive speakers like magnepan. it aspires towards luxman and accuphase but at a price point..
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BRYSTON-Faithful Sound and Service :scratch:
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(https://i.imgflip.com/4smef8.jpg)
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(https://i.imgflip.com/4smef8.jpg)
Good one!
james
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Bryston, Listen to the music, not the equipment
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Listen through it not to it.
james
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Relax and enjoy your passion!
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Bryston - Loved by audiophiles and trusted by professionals.
Or.....
Bryston - Built like a brick sh**house, and good sounding too. :lol:
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Bryston living through sound
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Bryston....from the Record to your Grin
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Bryston....Holodek HiFi
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Bryston...clear and present danger to stay up al night
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Bryston....youth capsule
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Bryston....Soular Music
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Bryston....no masks
I couldn’t resist. Ok I’m done. Sorry for the rant of tags.
But I thank Bryston deep down for what it’s done for my music and enjoyment of time during all this crap.
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Bryston - Musical Magic
Bryston - worry free musical delight
Bryston - treat yourself to Eargasms!
Save jim Tanner’s job and buy Bryston today
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(https://www.hififreaks.nl/index.php?action=dlattach;topic=67.0;attach=10462;image)
Change Adam Audio into listener. :wink:
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Are you supposed to change these things every now and then? I think Music for a Generation was really good.
Y'all have to keep some aspect of reliability or warrantee in your tagline, it is the defining Bryston characteristic.
Just copy debeers: A Bryston is forever! They convinced a 100million people to spent 4-5 figures on sparkly crystals weighing under a gram, they must be on to something.
Thinking outloud:
Fidelity Guaranteed
Sound to love, sound to last
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Bryston makes you smile
Or
Bryston makes you happy
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How about something very simpl like "Proudly building Canadian quality for 35 years" (okay the structure is a little clunky but you get my drift). Maybe "Proudly designed and built in Canada...etc" or something like that.
All the flowery prose is really just old school hifi pretentiousness trying to shoehorn in subjective words and feelings. Ultimately no one remembers phrases like that, so don't build marketing around it.
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Bryston. The studio in your living room.
Which is factually provable. In the accompanying text you can explain that many studios use Bryston amplification, and if it is good enough for use in a studio it is definitely good enough for at home.
Like said before, never compare yourself to other companies or downgrade competition. You already are better than every other brand.
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Sounds as sweet as maple syrup! Sorry .....tis the season...or soon will be.
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How about - 'Exceeding Expectations'
james
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Not bad James.
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But what about "Bryston-The Audible Difference."
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What about „Engineered for Perfection“ or „Engineering instead of Woodoo“ as I see engineering at the heart of the Bryston brand and as something that cannot be taken for granted in the industry nowadays. Or something like „Music, engineered for perfection“ to connect the purpose (music) and the means (the equipment).
Or more emotional: „Passion you can hear, feel and see“ for the combination of sonic qualities and the engineering/built quality.
Don‘t know if any of those slogans have been taken already, though.
Just a few thoughts on a sunny Sunday afternoon...
Cheers!
Markus
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How about " Designed by Ear " not by Eyes !
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Bryston a Legacy of Listening
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Bryston, the Sound of Truth.
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Hi James,
believe it or not I've ran some really good marketing campaigns in my time.
There are two ways to find a good slogan for your company that I know of.
A. The first way is through identifying the qualities of your brand.
B. The second way is by listening to what your target audience likes to call you or say about you.
Then the question is what you want to do with this information. Do you want to build a household brand? Do you want to build a connection with prospective customers? Do you want to build market awareness?
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Let's look at A first. You want to figure out why people are buying your brand. Then, you talk to them and try to solicit personal stories that have to do with these qualities. For example, if I understand your brand's placement in the market correctly, the following qualities of Bryston matter to people:
1. Bryston is a standard of quality. You will find it in many places where quality is paramount - recording, mixing, and mastering studios. Working musicians who don't want outages. Mastering engineers who want the most appropriate reproduction. It's not flashy, it won't make your head spin - it's quality like an old nut cracker.
2. Bryston is so good, there isn't really a reason to go up any more. The amazing distortion, noise, and headroom figures mean that you can take a Bryston amp and it will be extremely competent in any situation. You buy Bryston and then you don't have to upgrade any more - you're done. You can, there's always some way to slightly upgrade here and there, but you don't really have a good reason to.
3. Bryston is made to work for 20 years. It's made to never break, and if it does, then that's rare.
4. Bryston repairs are very generous. The company cares about its customers, and you clearly cultivate a great and personal relationship with them.
You'd also want to ascertain if there are any others people are interested in. Once you're done gathering this sort of information, you'd take these qualities, and just start talking about them. Have people describe them in their own words, and how they relate to their use of Bryston equipment. Listen to them carefully - during phone calls and the like - and write things down in transcripts. Review the transcripts periodically. Somewhere in there, one phrase will show up that will resonate with you quite well. For example, in what I wrote above, "A Standard of Quality" is one such phrase. I think this describes Bryston really well and makes it patently obvious what you guys are aiming to do with the brand.
Let's talk about B. To recap, it's: "listening to what your target audience likes to call you or say about you". Often, brands will get nicknames, or people will make memes about them. One time I heard about a guy who bought a crappy beaten down Bryston on eBay that was completely broken for $500, sent it off to you guys, and got it back in perfect condition for pretty much free. I don't know if people have nicknames for Bryston the company. Or maybe the users have pet names for /their/ specific Brystons. The closest I came to that is "those crazy Canadians who use those annoying square screws from Canada and getting a bit for those takes two weeks". But I don't know that people will immediately recognize you for using Robertson screws. (yeah, P. L. Robertson was Canadian). Talk to your audience, see if they have a favourite nickname for their unit. Something cool might come out of that.
I think you did great by coming to the community and asking about slogans and the like. Consider doing the "personal stories" thing, and give it a good effort. Maybe if you hear some really good testimonials, you could even get people in front of a camera, in a really cozy lighting scenario, just have them recount their personal journey towards, and then with, Bryston. I don't think you'll find a more passionate people than high-end Hi Fi enthusiasts, and if someone has something from Bryston, they didn't just walk into a big box store and buy it together with a blender, a microwave oven, and a pallet of energy drinks. They had to arrive at that destination. Maybe it was an epiphany at some point. Maybe it was inherited. Or, like with me, random encounters, spaced out over decades, that led to almost 10 years of hunting for an affordable set. If you can capture this enthusiasm, then it will easily inspire other people who love the same subject. Maybe they'll go and buy Kef KRK instead, but you'll be the ones inspiring them, and that's worth much more than any immediate purchase.
More than anything, I'm sure you'll love to hear about how your users relate to Bryston. That'll probably be a really good reason in itself to do this sort of research.
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Thanks Cheater
A very thoughtful and insightful posting - much appreciated.
james
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You're welcome - if you want any more feedback in that direction, let me know.
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Bryston everlasting.
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I do not have a line to share just wanted to write what made me choose Bryston. Maybe others have similar experiences. Maybe thos can help developping a line.
Why Bryston is different to me?
Well it is not the sound alone. I started Hifi as a hobby when I was still in school in the mid nineties. By coincidence I came across a dealer who sold Naim Audio. He convinced me that a Nait 3 would /should be my thing.
Ever since I owned devices by Naim, Phonosophie, Rega, Acoustic Research, NAD, Almarro, Pure Sound, Valvet, Synthesis, Sony, Marantz, MHDT, PS Audio, Mytek, Thorens, Scheu Analogue, Technics, DynamiKKs, Dynavox, Mutec, E.A.R., ... I am sure I miss some here. All devices were bought new from licensed dealers.
I had my "British" phase, my Tube phase, my Tube & point to point wired phase, my Class A phase, my Analogue only phase, my Vintage Phase.
I can really say that I never had a time where I had to listen to bad quality of sound (considering the spent budget).
What I can say is that I absolutely NEVER will buy anything from small one-man-and-his-soldering-iron brands again. So many "wizards" in Audio business who can surely build nice sounding gear but have absolutely no quality control for their equipment. Almost each of the above brands had issues.
I've had buzzing transformers, input selectors that fell off, overheated housing parts of which glue became liquid, RCA connectors that went loose, burst capacitors, not-itentifiable buzzing or humming noises, defect LEDs three times in a row, ...
I realy cannot stand to spent a lot of money anymore on gear that is anything less than perfect concerning it's built quality.
It may sound as if I do not enjoy Bryston's sound quality. I definitely do. It's clarity is amazing. But I enjoy nearly as much as the sound that I press one button on my remote every time I feel like it, then hear some noise from some relay(s), then after 20 second have my whole system switches on and just can listen to music. It works all the time, makes no "stupid" unwanted things. It works like "clockwork". It is not a toy it is professional quality.
Concerning a line for an ad: I prefer something short. There was a tool company once that had a simple line that I found pretty cool - "Work. Don't play."
Something in that direction would fit from my perspective for Bryston as well. This is a brand I recommend to people who do not want to mess around anymore. For whom the "time of playing games" is over. Who are prepared to do an investment in something lasting. Who do not want to change for the next best "review winner" again.
One more remark: in my Vintage phase I owned an amp that back then was already 35 years old. I worked and sounded just perfect. After 35 (!) Years. It was a sansui AU9500. This is also what I expect from my Bryston.
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Less BLING, more BRYSTON
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Rock solid. Crystal clear.
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Also like the 'built to last' statement from some days ago.
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Faithful to the Source.
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"Bryston: Music beyond your dreams"
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Bryston. Forever Music. Forever yours!
al.