fix that, the simple mantra was to make it easy
to do business with Gibson. At the end of the
day we have to find really simple and compelling
ways to put guitars in more people’s hands and
to actually experience a Gibson.
If we had put our dealers on an obstacle
course, then let’s put them on an opportunity
course. We’ve significantly changed the way
we do business and have made it easier to
do business with Gibson, with our artists, with
our dealers, with all of our partners, and today
they’re genuinely thankful for that simplicity of
partnership.
More recently one of the listening and learning’s
was there was this cultural hangover that we
inherited. When you’re dealing with shapes and
intellectual property and all those kind of fun
things, one of the things I’ve learned is when
you get momentum for your brand, you also
serve notice that you’re going to protect your
brand. We quite frankly took a left when we
should have taken a right, and the intention was
straight forward but I think the interpretation
went a little sideways with something we did
about a month ago. But I will tell you, under
the heading of listen, learn, and pivot, while
all the smoke was going on and people had
a lot to say, I actually put the noise cancelling
headphones on and I got to work on a new
business model that wouldn’t exist if we didn’t
hit that pain point.
We announced this week the notion of the
Gibson Authorized Partnership Program, we
announced three boutique guitar makers who
make amazing guitars and they’re revered by
artists and by the community. We said rather
than have this confrontational dynamic, let’s
have a collaborative dynamic, and we did and
we announced those today. We announced the
new Gibson foundation with the collaboration
of all the amazing partners. We announced
our recommitment to Nashville with our
collaboration with Cummins Station, our new
head office, this week. The collaboration
with brands, even like ones that would have
made phone cases with our guitars on them,
September 2019
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