CASE STUDY
Detroit Audio Lab
STRATEGY
We met at the Ponyride Holiday Bazaar in 2016. Mike Bauer invented and was selling his wooden, passive, mobile phone speaker amplifier, made from reclaimed wood from specific Detroit addresses.
Look at the photo to the right. You’re seeing the original idea Mike invented. An ingenious passive amplifier that looks, works, and sounds better than you can imagine.
A retired General Motors engineer, Mike has established Detroit Audio as his encore career. He’s taken the love he had for consumer electronics as a teen and combined that with his knowledge of contemporary audio sound delivery modes. And coupled with the upside of the reclaimed wood market in the Detroit area and among ex-pats worldwide, the future is bright for Detroit Audio.
SOLUTION
We helped Detroit Audio strengthen their brand story, balancing the fidelity of their sound with the appeal of the wooden enclosures.
The key learning in our work together was seeing the potential for prospective sales leads to dumb down Detroit Audio as another “Detroit reclaimed wood company”. The idea of a brand that understands sound quality as the basis for their pricing was paramount. While recognizing the power of this wood -- with its real and engaging Detroit story – is the reason why Detroit aficionados find the brand so appealing.
