Get ready for a paradigm shift from a leader in analog modeling technology

[Peter - IK Multimedia]

Again, context is key. There is a paradigm shift here for IK, seems it would have been clear how it was meant what with the early information and all.

Backpeddling now mate... That's not how it was sold in the thread title IMO.

It isn't backpedaling. That's the way it has been intended all along, and the point of the campaign.

Edit - plus I've been saying it all along. The fact that it is a paradigm shift for us and that we purposely mentioned analog modeling as misdirection are not marketing technique we invented (mark that down, I am saying we did NOT invent/create/innovate/lead something!).

[Peter - IK Multimedia]

Yes... meek + marketing = success.

We'll whisper from the corner next time. That'll work very well.

But I'll continue to post about the upcoming product via the countdown. I think I get the point that some don't like certain marketing. And it really has been noted that was not snarky or insincere.

do a jingle like "ba da ba da bah! we're releasing it"

I'm listening to 50+ audio demos now, I guess those will have to be the jingles for this. The first video soundtrack will be a jingle of sorts, too, I suppose.

[Guenon]

We'll whisper from the corner next time. That'll work very well.

As though there are two extremes with nothing in the middle. Just don't bullshit, it's not necessary.

This hits the nail on the head, regarding all the criticism here, and why IKM's practices are seen so negatively.

Peter, flamboyant marketing is perfectly okay. Just don't cross the line where it becomes deceiving half-truths or outright lying. Doing that and then stubbornly trying to justify it, that's the thing.

It isn't backpedaling. That's the way it has been intended all along, and the point of the campaign.

Edit - plus I've been saying it all along. The fact that it is a paradigm shift for us and that we purposely mentioned analog modeling as misdirection are not marketing technique we invented

"Are you ready for something huge?" you asked people on Twitter. Seriously. That was after you already said "Get ready for a paradigm shift from the leader in analog modeling technology." And now it's supposedly all intended to cleverly communicate it's merely a "paradigm shift for IKM." However, this is the exactly opposite language in the marketing you are using, and there's no grey area about it.

Claiming to be the leader in analog modeling technology is one thing, and it's really cheap imo. It's good people are calling that out on multiple fronts. But the use of specific language to convey a specific meaning, followed by the backpedaling, is another. The material is saying it's a paradigm shift "from" you, not "for" you -- i.e. it's a paradigm shift for someone else, coming from IKM -- and then you affirm that meaning by posting "are you ready for something huge?" so that it's clear someone else should be ready to receive the paradigm shift from you . And now you have already publicly disowned that as the hyperbole it was.

People are responding in this manner because practices like this are what gives marketing a bad name. Again, flamboyant marketing is fine. You and everyone else who does it in a deceiving manner like this are the ones who drag it through the mud.

It gives an impression it's somehow okay to play it dishonest.

Your signature with the "flash giveaways, exclusives, and more" symbolizes that nicely, as it's squarely against the forum rules, yet there's an impression it's somehow okay

Signatures may not contain:

Advertising (i.e. NO graphical banners or text advertising commercial products, commercial websites, special offers, sales, group buys, etc. -- this includes referral and affiliate programs, offers to get a discount / special price on something, any mention of $XX or Save XX%, etc.), although you may have a link to your commercial products/website as long as the text/image is non advertorial, i.e. it should not contain text such as "latest offers", "buy our best plugins in the world", "Sale now on", etc.

[hivkorn]

When i ve seen the title ...i know how it will end...

[Mushy Mushy]

When i ve seen the title ...i know how it will end...

Uno it.

[hivkorn]

Bad move / bad idea / bad marketing from ik to announce their hardware ...i expect a software , somethîng new , not hardware or gadget for ipad...

[Mushy Mushy]

Bad move / bad idea / bad marketing from ik to announce their hardware ...i expect a software , somethîng new , not hardware or gadget for ipad...

It’s a few pages back. It’s a hardware mono synth called Uno.

[BMoore]

Again, context is key. There is a paradigm shift here for IK, seems it would have been clear how it was meant what with the early information and all.

Backpeddling now mate... That's not how it was sold in the thread title IMO.

It isn't backpedaling. That's the way it has been intended all along, and the point of the campaign.

Edit - plus I've been saying it all along. The fact that it is a paradigm shift for us and that we purposely mentioned analog modeling as misdirection are not marketing technique we invented (mark that down, I am saying we did NOT invent/create/innovate/lead something!).

You're right. You didn't invent dishonesty or lying.

[Mushy Mushy]

Anybody compared this to the Timbrewolf yet?

[vurt]

When i ve seen the title ...i know how it will end...

Uno it.

usk emos.

[fmr]

I have to say that this campaign was, IMO, a big shot in the foot for IKM.

They should learn, and effectively make a big "paradigm shift" in their marketing for the future

[Peter - IK Multimedia]

For those that didn't see the unit previously posted, the current -1 image has a clearer shot of what's inside

[Mushy Mushy]

Wow.

[Rockatansky]

I never claimed it didn't happen. I claimed I didn't edit it, which is entirely true.

Right, you never claimed "an edit" didn't happen, you only claimed you didn't edit it. With Ben now having confirmed that it was him, I owe you an apology. My mistake.

Still, do you really think it's sensible defending that "leader" thing? Especially in the field of analog modelling? Have you ever checked what IK products do to a spectrum when their oversampling is switched on? If I bought a real set of Pultecs and they brickwall cut off everything above 19K, I'd kick them out the window. Well, I probably wouldn't, but I'd get rid of them quickly. No analog EQ, especially not one with "toobz", will do that to a signal.
So is what IK plugins do to a signal really "leading" in analog modelling technology?

And apart from refuting my (admittedly wrong) claim about the edit, did you answer the much more product related question yet whether it's a sample player or a "real" analog synth?

[Peter - IK Multimedia]

Those answers are for the reveal, which is tomorrow. The -1 photo posted above contains the most answers I can give officially at this point.