DESIGNER

Colin O'Brien

PROFILE/DESCRIPTION

​1) Gibson is a major guitar producer in the US. Besides Fender, Gibson is pretty much the main producer of guitars. They mostly make electrics and are known for their traditional style and honoring of the past. They really like to focus their campaigns on the heritage of the company as it was founded in 1902. 2) If you look at the lower Manhattan area in New York city you'll find a large concentration of jazz clubs and jazz culture in general. Besides the fact that jazz ids really popular there, you'll find a lot of "Young Digeratis" and "Connected Bohemians" who are younger in the 20-40 age range, but still are relatively wealthy with median househould incomes breaching $100,000/year, mostly no kids, and have some sort of degree that is larger than a 4-year. This really hits the target demographic for jazz musicians. 3) Brand Advantages: excellent tonal quality/design, knowledgable/wise Brand Attributes: vintage, quality, excellent craft Brand Experience: easy, hassle-free, modern

GOALS

I want people to be reminded of the heritage of Gibson guitars and how long Gibson has been in the game. I also want to make sure that people can see that Gibson is not stuck in the past, and is also looking to the future, while keeping true to the past. I'm not advertising to any specific new product but I am catering to jazz guitarists who aren't normally focused on too much in the advertising guitar world. I want to advertise Gibson jazz guitars in general and I want people to feel proud to own a Gibson. I want them to take pride in the heritage of the company.