Bose
®
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
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
used after the full name has appeared once unless written approval has been granted by Bose Corporation.
Web Product Page Title – Include "Bose
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
Short Family Name – May be used when there is limited space to describe the Bose product line (i.e.
SoundDock
®
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.
SoundTrue
around-ear headphones
™
®
systems).
product. An abbreviated version of the name may only be
®
" in front of all web product page product titles and product listing
1
branding standards
®
digital music systems).
®
CC014072_SoundTrue around-ear headphones_
Copy Source_1.30.14
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