08-Jul-2016, 20:54
Well there are in my perception two different things : the product and the image of the product.
What Devialet tried to achieve with the OdA is to create an image of exception. This has very little to do with the product itself and a lot with the projection of the customer into a dream, the dream to have an exceptional product.
Devialet has not failed in producing a good product ; everybody on the forum is accepting that the OdA is a very good machine and that it's a fantastic experience to listen to it.
Where Devialet has failed, is in creating this illusion of exclusivity in possessing an exceptional product. This was the marketing promise of the OdA. This has not been delivered. What is even more surprising is that Bernard Arnault, the owner of LVMH, who gave its 'quarter of nobility' to Devialet in investing substancialy into the firm, has not succeded to teach the top management of Devialet the very essence of what made Louis Vuitton a very successful brand
What Devialet tried to achieve with the OdA is to create an image of exception. This has very little to do with the product itself and a lot with the projection of the customer into a dream, the dream to have an exceptional product.
Devialet has not failed in producing a good product ; everybody on the forum is accepting that the OdA is a very good machine and that it's a fantastic experience to listen to it.
Where Devialet has failed, is in creating this illusion of exclusivity in possessing an exceptional product. This was the marketing promise of the OdA. This has not been delivered. What is even more surprising is that Bernard Arnault, the owner of LVMH, who gave its 'quarter of nobility' to Devialet in investing substancialy into the firm, has not succeded to teach the top management of Devialet the very essence of what made Louis Vuitton a very successful brand
