In the latest MAD//Moments interview from this summer’s MAD//Fest, Bang & Olufsen's Global Creative Director, Paul Collins, told us why it is once again focussing the brand on luxury + aspiration.

Speaking at MAD//Fest Collins emphasised that with increased competition in the consumer electronics sector, Bang & Olufsen have returned to carving out a niche in the market by focusing on luxury. 

He said that in recent years they had deviated from this focus but have now returned to it as it’s “that's a place where no one else can beat us.” He added that part of the issue was one of awareness and that their marketing and branding efforts centred on promoting the aspirational aspect of all their products. 

Listen to find out:

  • How online and bricks & mortar combine for their luxury products
  • Why a suitcase brand is one he really looks up to 
  • What he thought of his first time at MAD//Fest

Asking the questions was Tom Ollerton, Founder, Automated Creative.