This project challenged our team to reposition the strategy of a brand that is struggling. Although Gibson is an iconic guitar manufacturer and a successful brand, they have been going through some uphills in recent years financially, so we decided to dig deeper into the issue to find the root cause and address it with a refreshed strategy for a more modern audience.
Gibson, while legendary, is struggling to keep up with tough competition as well as their own high standards.
Gibson Struggles to make meaningful connections to younger customers.
VALUE
LEGACY
IMAGE
Secondary Research and Industry Analysis
Surveying and Primary Research
Competitor Analysis
Team Management
Design Direction and Lead
Pitch Deck and Document Design