Neiman Marcus launched The Kitchen Computer in 1969. This was a time when personal computing was still a far-fetched vision. The Kitchen Computer helped you create the perfect menu for any dinner. The total cost was $10,000 and you needed to enter in the recipes manually in binary (1’s and 0’s).
Unsurprisingly, Neiman Marcus didn’t sell a single Kitchen Computer. $10,000 could buy you a house at that time and who wanted to enter in binary code by hand?
The 1969 [Neiman Marcus] Christmas Catalog featured the Kitchen Computer. For $10,600 you got the computer, a cookbook, an apron, and a two-week programming course.
Despite the lack of sales this was a smashing success for Neiman Marcus! It was talked about in magazines and brought up in many many conversations. Neiman Marcus knew this going in. Their goal was to be known as a cutting edge brand and this showed it. This was a product invented purely for marketing and nothing else.
Do you know any products that were launched purely for branding? Let me know in the comments.
wow, how did you find out about the kitchen computer?
I went to the Computer History Museum in Mountain View, CA. A total must-see by the way!
Half the kitchen seems like it was occupied by it. I wonder how many they actually produced?
haha – I don’t think it ever went into production.
That computer must have weighed a ton!
I think it actually weighed a little less than 1 ton.
It’s interesting that in the 1960’s all of the big retailers were selling appliances and clothing. Now it seems like they’re really specializing, and Neiman Marcus wouldn’t be caught dead selling appliances. I actually just read an article (in BUSINESS WEEK!) that Sears is really one of the only big retailers that sells both appliances & clothing, and they’re really struggling! Maybe it’s best Neiman’s didn’t get into the computer business?
That is a really interesting point Jamie. I never thought of that.
Sears should focus on their appliance business while people still think of them as the best place to by a washer and dryer for their home.
I wouldn’t be caught dead in any of the clothes at Sears. On another topic, Target is rocking when it comes to clothes. Everywhere I go people are wearing their t-shirts and they proudly tell people “I Bought This From Target!”
Great find, Rishi! Really shows you the value of thinking outside the box, even if no money comes in as a result.
Thanks Golli! You have to come checkout the Computer History Museum sometime. It is perfect for computer nerds like you (jk! … but not really).
Car companies do this a lot. Not just with prototypes they showcase at auto shows but also limited production vehicles (think Ford GT, Dodge Prowler) – these are cars that most individuals will never drive in their entire life, but help cultivate an image for the company nonetheless.
Mike – awesome example! We see them all the time as concept cars at the auto show.
I didn’t know this about Nieman Marcus. Nice post!
This is awesome! Very well written.
Great visual. Classic ads are winners. Enjoyed it.
IBM’s Watson that played on jeopardy didn’t “sell” anything per se and it’s possible to say that it was pure marketing. Really, what they did was make something really really cool, and and let the world enjoy it. And they had millions of people talking about Watson (and therefore IBM) in the weeks before during and after the airing.
sweet comment Vladimir! I actually was a big fan of the whole Watson/Jeopardy thing and gained a ton of respect for IBM for being able to build a super computer that could beat Ken Jenkins.
Goodness! What an awesome post Rishi. I couldn’t fathom having one of those in my kitchen, specially with my toddler. He thinks the house is his personal jungle gym lol
I love Mike’s comment, it oh so true. I’ve never tripped and fell for a guy but so many times I have for a classic car or a prototype. :p
& I’ll def be visiting the museum sometime soon and hopefully getting inspiration for making art just for branding. Gotta love that.
Hey Zuri – Thanks for the compliments on the post.
I was definitely inspired when I saw this – hopefully the museum does the same for you!