Every innovative brand is being compared to Apple. Will they follow Apple’s lead? How do their products compare? The list goes on. So what does the president of Bang & Olufsen America have to say about making her products similar to those of Apple? She’s says Apple products are designed to look like Bang & Olufsen products – not the other way around.
“…[Steve Jobs] talked about Bang & Olufsen as the company that he wanted to model Apple after, in terms of beautifully functioning products,” said Kathy Thornton-Bias, President of Bang & Olufsen America.
In this Q&A with Novid Parsi of the Tribune’s Blue Sky, Thornton-Bias discussed what’s separates Bang & Olufsen from other innovative brands. She says that unlike other innovative tech brands, Bang & Olufsen doesn’t come out with a new product because “it’s time.” They put out a new product when the product is right. A lot of time and money is spent on each product to make sure it will last a long time and work the way it’s supposed to.
Bang & Olufsen also does not have designated, set designers. They use different designers all of the time to make sure their products are always fresh and different.
Thornton-Bias’ Q&A was more than a mindless informational session. Her answers were carefully laid out so her audience sees Bang & Olufsen exactly how she wants them to see it. Bang & Olufsen is a luxury brand. It’s stakeholders want to know that it’s products aren’t thought up on a whim and they are copying other brands. They need to be a stand-alone and stand-up brand so its audience can justify paying it’s luxury prices.
As a major stakeholder herself, Thornton-Bias reassured other stakeholders that Bang & Olufsen is at the top of its game, and doing so well that major player, Apple, aspires to be like them.
Parsi, N. (2014, November 10). Bang & Olufsen aims to build technology products you won’t need to trade in. Retrieved November 17, 2014, from http://www.chicagotribune.com/bluesky/originals/chi-kathy-thornton-bias-bang-olufsen-bsi-story.html