‘Their bullshit meter is high’: Fender CMO explains brand’s global success with fans
Fender is one of the most recognised brands in music globally and there’s a simple reason for that – they take their customers seriously.
The company has manufactured and marketed musical instruments – including the Stratocaster guitar which is celebrating its 70th anniversary this year – to music fans and enthusiasts since it was founded in the US in 1946 and its success cannot be understated.
Appearing on the latest episode of Mumbrella’s one-on-one podcast series, Fender chief marketing officer, Evan Jones, discussed how the brand has managed to stand out in such a competitive market, which also includes guitar rivals, Gibson, to be one of the most renowned music names in the world.
Jones said the customers are as important to Fender as the artists who take part in their campaigns, which includes iconic names like Rage Against the Machine’s Tom Morello and Red Hot Chili Peppers bassist Flea, and even Australia’s own Tash Sultana.
“We want to develop creative and content and campaigns that are as thoughtful as the products that we make, knowing how much work goes into those products. But we also want to develop campaign campaigns that artists will want to be a part of, because if they want to be a part of it, then the organic sharing, the social pickup, the earned potential of it, it will be high,” Jones said.
“And let’s face it – consumers today, their bullshit meter is high and we need to respect that… “
However, when it comes to a perceived battle between Fender and Gibson, Jones said that while it’s important to stay in tune (pun intended) with the market, the key is to stay on track with what Fender is producing.
“Of course we go through the strategic planning process. Of course, we look at channels and segments. Of course, we think about, where the innovation needs to hit at what time of year with which audit, with which audiences, with which points of distribution,” Jones explained.
“All of that happens. And we do look at all the categories in which people participate to really figure out what the share opportunities are and where the innovation opportunities are. So, I think in that sense we’re very attuned to what the competition is doing. We do get competitive.
“But I think the bigger point is when developing the Fender brand and thinking about what the Fender brand can stand for… we believe that what we need to focus on is really telling the Fender brand story, building the Fender brand experience, getting it right with artists, with influencers, with creators, and with players, and being good at welcoming new people into the brand.”
Listen to the full episode with Jones here.
Subscribe to the daily newsletter
Got a tip?
Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
Linkedin
Have your say