The problem for Pioneer in the past has been its marketing and while they have been able top deliver a superior brand they have not been able to cut through in the marketplace. That was until the roll out of their new "Kuro" branding.
Russ Johnston, a Pioneer Electronics marketing and product development senior VP, said the company developed a coordinated advertising campaign with roughly triple the total budget investment spent in the past, including more than double its expenditure on "traditional media."
