I realize I'm late to the thread and entirely too lazy to read all the posts.
If a monkey on a unicycle with a banana in one hand and a laptop in the other works at Gibson and is given the task of creating business for bass guitar products...
The monkey can open the laptop and get to work, but would have to put down the banana. Or the monkey could eat the banana, but would have to put down the computer and not create a marketing initiative for basses. This is a very difficult predicament that Gibson has found itself it.
But...
If Gibson started Today investing in marketing their bass products within a few years they would be relevant. Because without question Gibson basses are very good and have been very good. But since the dawn of electric music Gibson has neglected marketing them or worse, treated the entire market segment as an afterthought.
The best example I can think of is AC/DC. Angus Young is the face of Gibson, his SG is among the most popularly known guitar images of all time, Tens of times more recognizable than even Lucille. So ask someone you know who is not a bassist about AC/DC's bassist. Turns out they do have one. So with one of the most recognized rock icons of all time playing Gibson, where is the bass? Where is the marketing department? This is a huge failure for them. Except that it's not because they don't consider it a profitable market.
No, wait, this is not a crazy post. Hear it out.
Someone authorized 6 or possibly 7-figure endorsement with Angus to play Gibsons in all concerts, videos, pressers, etc. In the room (or next room) when that happened was Cliff Williams. Do you think EBMM has to pay or even could pay enough to fight off Gibson if Gibson wanted to lock the whole band in marketing? No, the answer is no. It comes down to Gibson doesn't sell as many basses as Fender or even EBMM because they don't want to. They don't want to because they don't think they have to.
So back to the beginning, if you hired a marketing product manager and gave them the financial backing and autonomy to make proactive marketing decisions and fund initiatives instead of trusting a monkey on a unicycle you could fix this in short order for your CEO pal.