INDUSTRY VETERAN LISA BORMAN ANNOUNCES BRAND MANAGEMENT CONSULTANCY

PR pro responsible for Bose image and awareness starts new consulting firm to work with other consumer product companies.

Applying all the marketing know-how acquired over 23 years of serving the Bose Corporation, Borman Public Relations is launching Borman Brand Management. The new company will operate as an integrated marketing consultancy, working directly with Marcom or sales departments to assess the effectiveness of their efforts, with special emphasis on techniques to enhance the synergy of advertising, public relations, in-store merchandising and sales training to build brand awareness and stimulate sales.

Lisa Borman, principal and founder of Borman Brand Management, comments: ?The magic of the Bose brand - its extraordinary awareness level among all categories of consumers combined with its powerful quality attributes - has made it a touchstone of effective brand management. I can now work with other consumer product companies seeking maximum return on their marketing, merchandising and training investments.?

The recipient of the 2001 President's Award for outstanding contributions to Bose Corporation, Ms. Borman added, "Now, more than ever, companies must seek a more effective way to build sales and brand image. The value of traditional approaches, such as advertising and public relations, is self-evident. For maximum efficiency, the two must be integrated, with each working to achieve clear brand and marketing goals. But advertising and PR do not exist alone in the total marketing environment. Sales training and in-store merchandising are equally important but often ignored as brand building tools. My goal with Borman Brand Management is to help companies move beyond conventional compartmentalized thinking, to create a true integrated marketing environment, where the work of each department multiplies the results achievable by each separately.?

Public relations for Bose Corporation will be handled by an in-house team, headed by Dena Knop (508-879-7330, dena_knop@bose.com).