{"id":181781,"date":"2026-06-19T16:00:00","date_gmt":"2026-06-19T16:00:00","guid":{"rendered":"https:\/\/boseprofessional.com\/?post_type=blog&p=181781"},"modified":"2026-06-19T17:36:12","modified_gmt":"2026-06-19T17:36:12","slug":"building-a-pro-audio-brand-for-the-next-50-years-executive-thought-leadership-john-maier-ceo","status":"publish","type":"blog","link":"https:\/\/boseprofessional.com\/ja\/blog\/building-a-pro-audio-brand-for-the-next-50-years-executive-thought-leadership-john-maier-ceo\/","title":{"rendered":"Building a Pro Audio Brand for the Next 50 Years | John Maier, CEO"},"content":{"rendered":"\t\t
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Building a Pro Audio Brand for the Next 50 Years <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This week at InfoComm,\u00a0we\u2019re\u00a0previewing our new name with the world: 802 LABS.\u00a0The transition from Bose Professional will roll out steadily across the coming year, with our new name fully in place by February 2027.<\/span>\u00a0<\/span><\/p>

Before getting into the name itself \u2014 what it means, why we chose it \u2014 I want to step back and talk about something more fundamental. What is a brand, really? And why does it matter\u00a0for\u00a0the kind of business we want to build for the next 50 years?\u00a0<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What a Brand Actually Is <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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I think about a brand as a set of beliefs people hold about a business. You can shape those beliefs deliberately, or you can let them happen on\u00a0their\u00a0own.\u00a0Brand is\u00a0similar to\u00a0culture in that way \u2014 you have one whether you intend to or not.\u00a0<\/span>\u00a0<\/span><\/p>

Brand matters because it shapes how people experience your business before they ever pick up a product or download a spec sheet. Strong brands create trust. They create confidence. They help people overcome\u00a0risk. Many buying decisions in our industry carry real risk \u2014 for the integrator on the line for a deployment, for the venue putting its reputation behind a system, for the partner staking their business on the right technology choices. A strong brand helps people move through those decisions with confidence.\u00a0<\/span>\u00a0<\/span><\/p>

That\u2019s why we\u2019ve taken our time with this. A name change is a unique opportunity to be clearer about who we are and where we\u2019re going.\u00a0<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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What We Stand For <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Building a brand platform means defining what makes you different and what you want to stand for \u2014 in a way that holds up not just for a season, but for decades. Innovation, quality, and premium products\u00a0remain\u00a0non-negotiable for us \u2014 and we wanted to go further still, to understand\u00a0what\u2019s\u00a0genuinely ours and what will carry us through the next 50 years.\u00a0<\/span>\u00a0<\/span><\/p>

Two beliefs sit at the center of how we work, and they will sit at the center of 802 LABS.\u00a0<\/span>\u00a0<\/span><\/p>

The first: our people make\u00a0the\u00a0difference.\u00a0<\/span><\/b>The relationships, the responsiveness, the sense that someone on our team will pick up the phone, listen, and actually show up.\u00a0That\u2019s\u00a0a commitment, not a marketing line.\u00a0It\u2019s\u00a0the result of how\u00a0we\u2019ve\u00a0chosen to work for more than half a century, and\u00a0it\u2019s\u00a0how we intend to keep working.\u00a0<\/span>\u00a0<\/span><\/p>

The second:\u00a0our purpose is to make great sound effortless.\u00a0<\/span><\/b>The pro audio world has grown more complex \u2014 more standards, more integrations, more workflow steps between a project being\u00a0specified\u00a0and a project being signed off. We see\u00a0real\u00a0opportunity to simplify that work, to make it more seamless, and to give our customers and partners back the time and confidence those layers have taken away.\u00a0<\/span>\u00a0<\/span><\/p>

Together,\u00a0they\u2019re\u00a0the foundation for everything that comes next.\u00a0<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Pro Audio Made Human<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Our new brand position is Pro Audio Made Human.\u00a0It\u2019s\u00a0a deliberate choice. Specs, performance, and engineering depth all matter, and\u00a0we\u2019ll\u00a0keep delivering on them. What people remember, though, is the experience \u2014 the feeling of confidence in a system, the partner who made their job easier, the outcome they can trust.\u00a0That\u2019s\u00a0the work\u00a0we\u2019re\u00a0committing to.\u00a0<\/span>\u00a0<\/span><\/p>

Our vision going forward is to redefine\u00a0what\u2019s\u00a0expected from a pro audio company by putting people first and creating unmatched experiences. Our purpose is to make great sound effortless \u2014 not by hiding the complexity, but by taking it on\u00a0ourselves\u00a0so our customers\u00a0don\u2019t\u00a0have to.\u00a0<\/span>\u00a0<\/span><\/p>

That commitment shows up in five places:\u00a0<\/span>\u00a0<\/span><\/p>

We will redefine\u00a0what\u2019s\u00a0expected from a pro audio company \u2014 in hardware, in services, in support, and in the tools that surround them.\u00a0<\/span>\u00a0<\/span><\/p>

We will start with the people we serve and let their needs shape what we build.\u00a0<\/span>\u00a0<\/span><\/p>

We will make it easier to specify, install, and support our systems \u2014 and easier for end users to experience great sound.\u00a0<\/span>\u00a0<\/span><\/p>

We will keep challenging the way things have always been done.\u00a0<\/span>\u00a0<\/span><\/p>

We will be a new kind of audio company \u2014 one that makes the idea of great sound effortless.\u00a0<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Why 802 LABS <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The name\u00a0we\u2019ve\u00a0chosen carries our story forward.\u00a0<\/span>\u00a0<\/span><\/p>

The 802 was the loudspeaker that launched our professional portfolio. It was an early expression of Dr. Bose\u2019s design philosophy, his commitment to research, and the kind of new thinking that came to define everything that followed. Its design is iconic. In many of our markets,\u00a0it\u2019s\u00a0a classic.<\/span>\u00a0<\/span><\/p>

LABS reflects where this company was born and how it has always worked. Dr. Bose\u2019s life was shaped by inquiry \u2014 by asking different questions and pursuing answers others\u00a0weren\u2019t\u00a0pursuing. Labs are where people create. Labs are where innovation happens. They are a natural home for the work we do.\u00a0<\/span>\u00a0<\/span><\/p>

Together, the name gives us continuity with our heritage and clarity about where\u00a0we\u2019re\u00a0going. It holds onto\u00a0what\u2019s\u00a0true about our past and opens room for\u00a0what\u2019s\u00a0next.\u00a0<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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What this Means for Our Partners\u00a0\u00a0<\/span><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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To the partners who have built businesses alongside us, who have trusted us in front of their customers, who have carried our work into thousands of rooms, venues, and projects around the world: thank you. The transition from Bose Professional to 802 LABS\u00a0\u00a0will\u00a0roll out steadily over the coming year, with our new name fully in place by February 2027. The pace is deliberate, and\u00a0we\u2019ll\u00a0be alongside you the whole way \u2014 with support, materials, and a product roadmap that matches the ambition of this new chapter.<\/span>\u00a0<\/span><\/p>

The next 50 years\u00a0won\u2019t\u00a0look like the last. Our category will keep changing. The expectations of integrators, consultants, and end users will keep rising.\u00a0We\u2019re\u00a0ready for that, and\u00a0we\u2019re\u00a0ready because of the people we work with \u2014 inside our company and across our\u00a0partner\u00a0network.\u00a0<\/span>\u00a0<\/span><\/p>

Pro Audio Made Human<\/span><\/b>\u00a0starts with all of you.\u00a0We\u2019re\u00a0glad to be\u00a0on\u00a0this next chapter together.\u00a0<\/span>\u00a0<\/span><\/p>

\u2014 John Maier, CEO\u00a0<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Building a brand platform means defining what makes you different and what you want to stand for \u2014 in a way that holds up not just for a season, but for decades. <\/p>\n","protected":false},"author":33,"featured_media":181770,"comment_status":"open","ping_status":"open","template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false,"footnotes":""},"blog-category":[5474],"blog-tag":[5482],"class_list":["post-181781","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-our-story","blog-tag-company-story"],"acf":[],"_links":{"self":[{"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/blog\/181781","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/comments?post=181781"}],"version-history":[{"count":3,"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/blog\/181781\/revisions"}],"predecessor-version":[{"id":181840,"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/blog\/181781\/revisions\/181840"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/media\/181770"}],"wp:attachment":[{"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/media?parent=181781"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/blog-category?post=181781"},{"taxonomy":"blog-tag","embeddable":true,"href":"https:\/\/boseprofessional.com\/ja\/wp-json\/wp\/v2\/blog-tag?post=181781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}