Bose Quiet Comfort: What Makes Something Worth More?
When I set out to fill the rain-damaged-earbud-sized void the last storm left in my daily life, I didn’t have a specific replacement in mind. I wanted to see what the market had to offer, and hopefully, something piqued my interest. While not a particularly avid music-listener, I usually used my earbuds to watch videos and aid in my school work and I understood that I needed something that was functional but affordable. At the end of days worth of searching and research, I had a Bose Quiet Comfort 35 II purchased in my cart for $220. A device that was worth $350. Was this the most affordable product Bose had to offer? No. Had I been duped? No. Instead, I found myself excited to be purchasing a pair of headphones that I believed would enhance and change my everyday life.
“Price determines what we stand for, what we are designing for, and the story we tell”. (Godin, This Is Marketing, pg 180)
Price is a story. Price is a signal. When I saw that these Headphones were $130 off it relayed two things: 1) these headphones were of high quality and renown and 2)that they were being sold at a price that was well under their worth. The price of this item conveyed that its goal was not to be cheap, but rather to provide an experience that would be different and unique from its competitors. This was consistent with the website and the product details — a sleek interface that drew my attention in and demonstrated attention to detail that reflected well upon the product. This was congruent with the reputation of the product as well.
But why did I believe the QC 35 II had more value than the more affordable Bose Soundlink headphone and other cheaper headphones on the market from other brands? It was because of the story. The price screamed, “well-made and for everyone that needs audio in their life”. Bose was clear what this device brought to the table that others did not: state-of-the-art noise-canceling technology that enhanced the daily experience. This technology was developed for the type of consumer that likes music and consumed audio, but didn’t demand the highest quality audio capabilities. Instead, they provided the highest quality noise-canceling to those that only needed reasonable sound quality. The story was focused on lifestyle and providing focus, voice, sturdy construction, and convenience. These are all ideals I can relate to, adding value to the product.
As Seth Godin says, “Lowering your prices doesn’t make you more trusted. It does the opposite”. Compared to lower-priced alternatives, I became more hesitant and felt as if I was spending my money less wisely on a poorer product. The Bose alternative, Bose Soundlink headphone, did not include the noise-canceling option and therefore lacked the inherent value that justified my purchase. This, hand in hand with the fact the QC 35 was at an extreme discount (still more expensive than the Soundlink), made the choice a no brainer for me. With the intrinsic value of the product paired with the association and story Bose told, the value of the QC 35 was worth the purchase.
