guvnor guitars off and online launch

the brief

Launch an entry level guitar brand into an already saturated market dominated by several key players.

the work

After market research, focus groups, workshops and consultation with hand picked marketing and music industry experts, I was able to construct the brand characteristics and develop a 3 pronged strategy:

1. By moulding the brand personality around the slightly eccentric British owner we were able to position the company as a UK brand, escaping the "cheap import" label that plagued other Chinese manufacturers.
2. The recognition of an emerging trend of disintermediation within the music industry provided us with the ability to structure an innovative sales model. As dominant brands began cutting out distributors and selling direct to retailers we were able to position Guvnor in the void they left.
3. To break into retail, a string of initiatives were rolled out, among which, a dealership network was established and a cyclical sales channel was setup pushing consumers into the stores - then online - then back in store.

The cyclic sales sequence was based on the operating rhythm of the business. Unlike any other entry level manufacturer Guvnor offered a 5 year guarantee with every guitar. The guarantee was activated online by registering their Guvnor members card. The harvested details were then used to drive the customers back to the store.

The heart of this operating rhythm was a complex site that boasted among many things: a members' area, loyalty schemes and product catalogue. The site was driven by a complex database and .NET infrastructure that was developed by a team I recruited and managed. Copy was outsourced, while the architecture, content strategy and design was my contribution to the creative process.

the results

Guidelines that set a quirky tone of voice matched with a distinctive visual palette instantly differentiated Guvnor from the monotonous competition. While an innovative approach to business secured lasting client relationships.

3 years on and Guvnor now operates in 20 countries.

who are guvnor

Guvnor manufactures entry level electric and acoustic guitars, Production and global logistics controlled from their Chinese division, while product, sales and marketing are based in the North East of England. Guvnor is currently distributed in 20 countries.