Even though they never let me keep the multi-room music system that they sent as a review unit :-), I have still always admired Sonos as a company, with their combination of terrific product, attractive packaging and smart marketing. In many senses, they’re like a mini-Apple (Nasdaq: AAPL) , albeit minus The Steve.
Nonetheless, the chutzpah of the message they sent out in response to an announcement by another cool company, Logitech (Nasdaq: LOGI), is quite something:
As someone that has seen and met with Sonos in the past, we wanted to drop you a note about a new product launch that is scheduled for this week that has been positioned as a competitor to the Sonos Multi-Room Music System.
Following their launch at CES, we understand from all of the information we have gathered that Logitech has positioned the new Logitech Duet as a price-cutting alternative to the Sonos Multi-Room Music System.
Since we have been in the market for over three years now and have shipped more than 300,000 units, we felt this would be a good opportunity to clarify a few and update you on a few things about Sonos and the relation to the Duet.
With your permission, we would like to send you a one-page document that covers four questions we have commonly received about the comparison of the Sonos Multi-Room Music System and the Logitech Duet over the past month.
Of course, if you would like to speak with a Sonos executive about the upcoming Logitech Duet launch or anything else related to music and entertainment in the digital home, just let us know and we’d be happy to arrange.
Thank you as always for your time.
In all my decades of being in the industry, I can’t think of a previous communication from a PR company or corporate flack that was quite as brazen. At least they didn’t include the “four questions” about how the Sonos unit is superior to the Logitech unit, but it’s still quite a remarkably aggressive approach.
What do you think? Can you envision similar sorts of communication between similarly sized corporations and do you think it’s a good strategic move?