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Background / Challenge:

Founded in 1964 just outside of Boston, MA, Bose has remained a preeminent force in sound for decades, with its speakers, noise-canceling headphones and car audio systems being sold in over 50 countries.

In 2012, as wireless and whole-house speaker systems were gaining momentum, Bose approached us to create a new brand for their own entry into the category—something that would ideally communicate simplicity (systems at the time were very complicated) while capturing some of Bose’s legacy.


After learning about the system, how it worked and speaking with the engineers and marketers at Bose’s Framingham headquarters, we collectively determined— after examining dozens of other options— that Bose should leverage the equity that they created in their Sound prefix names (e.g. SoundWave, SoundLink). Once the strategy was determined, we just had to find the perfect fit to describe this new system.


The name “SoundTouch” was selected as the final name for the new wireless speaker line. “Touch” was thought to communicate several ideas—the thought of simplicity (“with just a touch”) while simultaneously humanizing the product/technology, since it’s something that’s being brought into and installed in people’s homes, while “Sound” maintained that link to Bose’s previously-established successes. SoundTouch remains one of Bose’s most well-received product lines.


  • B2C
  • Brand Strategy
  • Brand Naming

New York, NY

Miami, FL

San Francisco, CA

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