Consolidation of our retail channels, and the first musical instrument salesmen
To help us understand the changes that have occurred in our industry over the past couple of decades, and to put things into some historical context, please enjoy this tongue-in-cheek allegory. 😊
Contrary to popular belief, account managers in ancient Mesopotamia sold more than just … [Read more...]
Getting focused branding and messaging in place for your retail partners.
Your marketing team has worked very hard to craft a brand image for the company. And great care has gone into creating the advertising collateral for your products, all geared towards garnering interest from the end-user. And product launches? The effort and coordination have been exhaustive, … [Read more...]
What music brands can learn from in-store clinics and events.
In the music instrument business, where manufacturers are just as passionate as the people who buy and play their products, there is a connection and appreciation for each other not often found in other industries. Music is a highly personal, connective form of communication to many, and demonstrating … [Read more...]
Understanding content helps music brands build strong connections to your audience.
In the beginning, there was content.
It’s been around since humans first painted the animals they hunted on cave walls, when hieroglyphics were etched in stone, and stories were inscribed on papyrus scrolls.
In the Dark Ages, monks transcribed content by candlelight. After … [Read more...]
Learn to balance the past and present of your music brand for future success.
Brands with a long history require a tricky balancing act. For example, if a brand gets too weighed down by the past, it will have difficulty moving forward. If it has a legendary history that’s buried under layers of new products, new technology and management turnover, then an … [Read more...]