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Can a name make you or break you in the Audio World

I remember being at a show a couple of years ago and seeing a company named Schiit in one of the hotel rooms. I thought it was a terrible name and didn't even walk in. I know who they are now and they seem to be doing quite well even in spite of the name. I guess you can have a lousy name if you make good products at fair prices. I just always thought that first Impressions meant everything when starting a new company. I wonder If they had started with a better name would they be more successful today than they already are.

taters
zavato's avatar
zavato
903 posts
 
It is indeed an old story that the early Adcom stuff was named exactly as per Lou's description. And I think it worked.

works with Schiit too. The fact that it's even being discussed is an indication. It's publicity, not notoriety 

  • for what it's worth, if works for me, but I might be hesitant to fly an airline called Crashin' 
oregonpapa's avatar
oregonpapa
2,850 posts
 
I'll bet the guys who rep for the  Schiit company have a blast watching people try to pronounce the name at audio shows. 
jafant
10,525 posts
 
The name gets one into the show, customer service & build quality of the gear, will determine the stay!
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sbank's avatar
sbank
2,038 posts
 
This company is doing the best job in the industry in offering great sound quality and well made products at high value pricing, at least that is the perception of me and many of my audiobuds(i.e. audio enthusiasts, not those other buds).

The name works for them because it goes with their "s not bs" attitude and is backed by solid engineering, build quality and customer service.

OTOH, they name most product models after Norse mythology and I find the names hard to spell, pronounce, etc. Therefore, I am typing slowly to state that I am excited as I await my new Schiit Gungnir Multibit DAC to arrive.  Cheers,
Spencer
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