Fender Re-Brand

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Testing this LinkedIn app. (The PPT is a project I worked on at SC.)

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Fender Re-Brand

  1. 1. HISTORY Late 1930s: Electronic tech Leo Fender intrigued by design flaws in musical instrument amplifiers; begins building his own custom amplifiers 1946: Fender Electric Instrument Company is born 1948: First Fender-branded “Tweed” amplifiers built, (Offered from 3 to 75 watts)
  2. 2. HISTORY 1950s: First solid body Telecaster (with two pickups) introduced; Model is known for its bright, “cutting” tone 1954: Fender Stratocaster hits stores. Price: $249.50 or about $1,850 today 1985: Employees buy company back from CBS and rename it Fender Musical Instruments Corporation
  3. 3. HISTORY Over the years Fender has acquired and/or developed several brands, including:
  4. 4. Competitive Analysis
  5. 5. <ul><ul><li>The Music Instrument Business </li></ul></ul><ul><li>The industry is highly concentrated </li></ul><ul><li>Demand driven by consumer income and education demographics </li></ul><ul><li>Major products are string instruments </li></ul><ul><li>(including violins and guitars) </li></ul><ul><li>Major customers include music distributors & retailers , schools , churches , and professional performers </li></ul><ul><li>Wide range of quality and craftsmanship= </li></ul><ul><li>wide variation in pricing </li></ul>
  6. 6. Competitors <ul><li>Direct competitors </li></ul><ul><ul><li>Gibson </li></ul></ul><ul><ul><li>PRS Guitars </li></ul></ul><ul><ul><li>Yamaha </li></ul></ul><ul><li>Indirect competitors </li></ul><ul><ul><li>Guitar Hero </li></ul></ul><ul><ul><li>Sony </li></ul></ul><ul><ul><li>Apple </li></ul></ul>
  7. 7. “ We are devoted to the guitar's rich heritage while committed to new technologies that will enrich our products with uncompromised tone, playability and beauty. ” “ Yamaha will continue to create ‘Kando’ (signifying an inspired state of mind) and enrich culture with technology and passion born of sound and music, together with people all over the world.” <ul><li>Yamaha “Hot Holiday” promotion </li></ul><ul><li>The World of Yamaha Sweepstakes </li></ul><ul><li>Yamaha artists, bands and concerts </li></ul><ul><li>Yamaha publications (Signature Sounds, Accent, All Access) </li></ul>Creating “Kando” Together Yamaha will continue to create ‘Kando’ (signifying an inspired state of mind) and enrich culture with technology and passion born of sound and music, together with people all over the world. <ul><li>Products/services attuned to people’s needs </li></ul><ul><li>Make music around the world </li></ul><ul><li>Place top priority on environment issues </li></ul><ul><li>Musical Instruments and Professional Audio Products </li></ul><ul><li>Home Audio/Video </li></ul><ul><li>Products </li></ul><ul><li>Commercial Audio </li></ul><ul><li>Systems </li></ul><ul><li>Band and artists </li></ul><ul><li>“ Experience PRS” Open House </li></ul><ul><li>Private stocks guitar </li></ul><ul><li>Appearance on “ Guitar Player ” and “ Vintage Guitar ” </li></ul><ul><li>Events sponsorship (e.g. Charity Golf Tournament) </li></ul>N/A We strive to build the best guitars and guitar products possible and to serve our employees, customers, suppliers and community with distinction. We are devoted to the guitar's rich heritage while committed to new technologies that will enrich our products with uncompromised tone, playability and beauty. <ul><li>High Gloss models </li></ul><ul><li>Satin Finish models </li></ul><ul><li>Signature models </li></ul><ul><li>SE models </li></ul><ul><li>Word-of-mouth </li></ul><ul><li>Top-selling musicians </li></ul><ul><li>Theme park </li></ul><ul><li>Product placement in TV and film projects </li></ul><ul><li>“ GuitarTowns” events </li></ul><ul><li>Showroom/Band Blogs </li></ul><ul><li>Gibson foundation </li></ul>Only Gibson is good enough. Gibson is committed to making the world a better place by creating, developing and supporting programs in their efforts to advance education, music and the arts, the environment and health & welfare causes. <ul><li>Baldwin </li></ul><ul><li>Epiphone </li></ul><ul><li>Gibson </li></ul><ul><li>Kramer </li></ul><ul><li>Steinberger </li></ul><ul><li>Tobias </li></ul><ul><li>Valley Arts </li></ul>Both within the US and overseas <ul><li>Online community (Forum and Lounge) </li></ul><ul><li>Fender special issue of Guitarist magazine </li></ul><ul><li>Print ads </li></ul>The Spirit of ROCK-N-ROLL Be Yourself – Be Different – Be Great To champion THE SPIRIT OF ROCK-N-ROLL throughout the world. The spirit is individual expression, creativity, passion, energy, and YOU.” We will exceed the expectations of music enthusiasts worldwide and create a community for individual expression by focusing on our people, products and business excellence. <ul><li>Stratocaster </li></ul><ul><li>Telecaster </li></ul><ul><li>Showmaster </li></ul><ul><li>Esquire </li></ul><ul><li>Jaguar </li></ul><ul><li>Jazzmaster </li></ul><ul><li>Mustang </li></ul>Distribution Messaging Strategies Tagline Vision Mission Sub-Brands/products Brands
  8. 9. <ul><li>Internet-oriented </li></ul><ul><li>Relatively low price </li></ul><ul><li>Mass public who love music </li></ul><ul><li>High accessibility </li></ul><ul><li>Low complexity </li></ul>Low High The public with the need of any kind of music Free for listening. $0.99 or higher per song. Napster software Low, making guitar playing easier Medium, with entry barrier of console and kits People want to have chance to be a rock superstar From $49 (single game) to $239 (Rock Bundle) Wii PS3 XBOX Low, with only 6 steps, user get the tickets High The public with desire to go live concerts Varies Internet Low High The public who enjoy music From $79 (shuffle) to $349 (160GB) iPod iTunes Low, new consumer-oriented recording solution Medium, with the entry barrier of Mac platform Musicians who are doing their own home recording, much of the audience in attendance came from the professional recording market N/A, installed with Mac Mac Complexity Accessibility Target Audience Price Platform Brands
  9. 10. Similarities Between Brands <ul><li>Brand messaging strategies (e.g. top musicians, event sponsorship, charity work) </li></ul><ul><li>National and international </li></ul><ul><li>distribution channels </li></ul><ul><li>A variety of sub-brands </li></ul>
  10. 11. Differences Between Brands <ul><li>Different vision and mission (unique VS. generic) </li></ul><ul><li>Advertising (premium VS. confusing/busy) </li></ul><ul><li>PR tactics (various VS. single) </li></ul><ul><li>Websites </li></ul><ul><ul><li>- Logo? </li></ul></ul><ul><ul><li>- Color scheme? </li></ul></ul><ul><ul><li>- Content? </li></ul></ul>
  11. 12. Audience Assessment &
  12. 13. Fender owners say: “ It’s simple, it’s not high tech. The first one I had was a Squire Strat. It was cream and white. I got it because Jimi Hendrix had it, and he was my favorite. It’s a sexy brand. It’s the Coca-Cola of guitars.” Mike Finizza, 30
  13. 14. Fender owners say: “ I love the tone and how it fits your body, its contours. When I think of Fender I think Stevie Ray Vaughn and Jimi Hendrix and Eric Clapton.” Angela Petrilli, 18
  14. 15. Guitar owners say: “ I wanted a Les Paul shape. The main appeal was the entry price level--and good customer reviews. I certainly have no aversion to a Stratocaster. I think it’s nice looking guitar.” Ray Makowski, 35
  15. 16. Music lovers say: If buying a guitar in the future, I would go for Yamaha because of the brand. (Leslie, 22) No, I don’t know Fender is a guitar brand. Their website looks like some kind of concert. (Arnell, 30) If I have to buy a guitar in the future, I’ll probably get online and search for the best deal, or simply ask a salesperson for advice.
  16. 17. Current Brand Platform <ul><li>Mission </li></ul><ul><li>We will exceed the expectations of </li></ul><ul><li>mu sic enthusiasts worldwide and </li></ul><ul><li>create a community for individual </li></ul><ul><li>expression by focusing on our people, products and business excellence. </li></ul>Vision To champion the spirit of rock n’ roll throughout the world. The spirit is individual expression, creativity, passion, energy, and YOU.
  17. 18. Key Research Findings <ul><li>Brand platform is a catch all--not a filter </li></ul><ul><li>No brand footprint </li></ul><ul><li>No true differentiation </li></ul><ul><li>Seemingly accept being “one of the pack” </li></ul>
  18. 19. Key Research Findings <ul><li>Inconsistent messaging </li></ul><ul><li>Weak PR/Media Exposure </li></ul><ul><li>Generic & inconsistent </li></ul><ul><li>visual vocabulary </li></ul><ul><li>Unclear personality </li></ul><ul><li>ULTIMATELY: </li></ul><ul><li>What is the Fender Promise? </li></ul>
  19. 20. Revamped Brand Platform <ul><li>Current: </li></ul><ul><li>Mission </li></ul><ul><li>We will exceed the expectations of </li></ul><ul><li>mu sic enthusiasts worldwide and </li></ul><ul><li>create a community for individual </li></ul><ul><li>expression by focusing on our people, </li></ul><ul><li>products and business excellence. </li></ul><ul><li>Vision </li></ul><ul><li>To champion the spirit of rock n’ roll </li></ul><ul><li>throughout the world. The spirit is </li></ul><ul><li>individual expression, creativity, passion, energy, and YOU. </li></ul><ul><li>Rebranded: </li></ul><ul><li>Mission </li></ul><ul><li>We make the world’s finest guitars, </li></ul><ul><li>amplifiers, and music accessories to help music lovers channel the spirit of rock n’ roll . </li></ul><ul><li>Vision </li></ul><ul><li>To bring about global harmony through the spirit of rock n’ roll . </li></ul>
  20. 21. <ul><li>Positioning </li></ul><ul><li>With its distinct heritage and spirit of innovation, Fender makes musical </li></ul><ul><li>instruments and accessories that enable music lovers to communicate their </li></ul><ul><li>unique individuality, passion, and energy through the power of music.” </li></ul><ul><li>Tagline </li></ul><ul><li>Be A Rock God. Fender. </li></ul>Brand Platform
  21. 22. Sub-Brand Strategy Right Now:
  22. 23. Sub-Brand Strategy Premium Brand Sub-Brand by Fender
  23. 24. <ul><li>Naming Strategy </li></ul><ul><li>Consistency across sub-brand model naming: </li></ul><ul><li>ex: FD- G235 ( Gretsch) </li></ul><ul><li>FND-C300 (Charvel) </li></ul><ul><ul><ul><li>FDR-T22 (Tacoma) </li></ul></ul></ul><ul><li>Fender continue “—caster” and “animal” heritage </li></ul><ul><ul><li>ex: “Classicaster” </li></ul></ul><ul><ul><li>“ Panther” </li></ul></ul><ul><ul><ul><li>“ Wolverine” </li></ul></ul></ul>
  24. 25. The Fender Personality The Spirit of Rock n Roll Creative Free Energetic Powerful Cool Innovative American Vital Young @ Heart Sexy Independent Limit-less
  25. 26. Visual Vocabulary
  26. 27. Visual Vocabulary Website: Now Relaunched Mission We make the world’s finest guitars, amplifiers, and music accessories to help music lovers channel the spirit of rock n’ roll .
  27. 28. Brand Experience Strategies The Fender Store <ul><ul><li>3 Rock and Roll Capitals </li></ul></ul><ul><ul><li>3 Global Retail Outlets </li></ul></ul><ul><li> </li></ul>
  28. 29. Brand Experience Strategies Fender Radio Channel <ul><li>Dedicated Fender Station on </li></ul><ul><li>Sirius Satellite Radio </li></ul><ul><ul><li>Broadcasting exclusive performances by Fender musicians </li></ul></ul>
  29. 30. Brand Experience Strategies The Sound of Fender <ul><li>Dedicated Fender Brand “Sonic Logo” </li></ul><ul><li>- Embodies the Spirit of Fender </li></ul><ul><li>- Brings to mind classic Woodstock moment </li></ul><ul><li>To be used in all advertising, public and media relations </li></ul>
  30. 31. Brand Public Relations Strategies Concert Kiosks <ul><li>Set up at “Fender Artist” concerts </li></ul><ul><li>High school/University events </li></ul><ul><ul><li>Test drive Fender guitars & amps </li></ul></ul><ul><ul><li>Free giveaways: </li></ul></ul><ul><ul><li>(posters, stickers, t-shirts, etc.) </li></ul></ul><ul><ul><li>– Photo booth </li></ul></ul><ul><ul><li>– Download music </li></ul></ul><ul><li> – Showcase “Rock Star-ter Kit” </li></ul>
  31. 32. Media Mix Strategies Advertising to the Core <ul><li>Ads in major guitar magazines leveraging the rich heritage and associations of the Fender brand. </li></ul>
  32. 33. Media Mix Strategies Advertising to Music Enthusiasts <ul><li>Ads in major music magazines </li></ul><ul><ul><li>Fender temporary tattoos </li></ul></ul><ul><ul><li>Fender stickers </li></ul></ul><ul><li>Commercials during major music events </li></ul><ul><ul><li>Grammy’s </li></ul></ul><ul><ul><li>Teen Choice Awards </li></ul></ul><ul><ul><li>VMA’s </li></ul></ul>
  33. 34. The Fender Brand Be A Rock God. Fender.

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