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Building a brand like Fender

The Full Blog

The attention of anyone who is even vaguely interested in music and many more who wouldn’t know their crotchet from their elbow, has been drawn this week to the news that Fender, who have been making guitars for musicians around the world since 1946, is going public.

If you are thinking of taking a stake, you’ll be buying into a true icon, not just of twentieth century music, but of branding, because whatever else Fender may be, this is what a great brand looks like.  What Fender have done, of course, is create that most illusive, yet essential ingredient of any brand – a community.  And what a community!  When I was a would-be pop star the Fender Stratocaster (or Strat to its friends) was the six-string of choice for greats like Jimmy Hendrix.  The musicians around me were readily defined as either Fender or Gibson guys (although Eric Clapton…

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MANON KUBLER. PERIODISTA , ESCRITORA EN RETIRADA. A LA SAGA DE UNA NUEVA CRONICA. PREPARO MIS BALAS. EXPULSO MIS FUEGOS. AFINO MIS LLAGAS. AVANZO. ME DEMORO. VUELVO A AVANZAR. BUSCO ESTOMAGOS QUE SUJETEN TOXICOS Y EXTREMOS. AQUI ESTOY, A LA SAGA, VIVIA Y SOBREVIVIDA PARA LA ALEGRIA DE POCOS, SALUD MANON

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