After reading through the rest kinda realised It might have looked like I had been a bit hard on andy, which wasn't the intention just wondered why he would switch to the streamer.. I guess they are pretty much the same, but I think it's cause I like to believe people retain loyalty to a brand or company when it comes to instruments.. but after reading how spector doesn't endorse monetarily or through free product and andy being a hard working bass player along with everything else he does, I guess I can understand why you would change to another company esp if they were willing to help you along more.
I actually talked with Andy today. He's really more an employee of Warwick now... heading up their clinic/education push. Again, what Andy has always said he wanted to do.
SPECTOR has always had a more direct focus regarding what they do as a company. Too many companies, and I'm not just talking those that make guitars... but in just about every industry... have adopted the "sales through alternative brand placement" strategy in the marketplace.
Instead of just putting their product out there to speak for itself, they do all this razzle-dazzle feel-good, we are great people helping you... yada yada...
And in some cases it works to build the most important thing in the world of branding... a theory called "Top of Mind Awareness". This is the Holy Grail of brand marketing. When a brand has TOMA, it means when the majority of people think of a product, they associate it with that brand.
Name a tennis shoe... 80% of people will answer Nike. And they've spent hundreds of millions of dollars over decades to buy that position in your mind.
For companies that can't spend the money to dominate their market's brand awareness space, they resort to things like "free clinics" to build their brand... celebrity endorsements... etc...
Now think about guitar or bass or drum or whatever... pick an instrument... think of these clinics as a live infomercial.
They're there to teach you a few things and sometimes push product. But really they exist to reinforce their brand in your mind as the TOMA brand.
See Andy teach... like Andy and like what he teaches... what bass does Andy play? Yeah. That's what it's all about; creating an association between a brand and a favorable experience.
Not a bad idea, but Stuart is an old-school guy... he was a poor kid from the Bronx who started making guitars because he couldn't afford to buy the guitar he really wanted. He's a straight talking, no bull sort of guy.
So his attitude is very straight forward... build excellent guitars, treat people right, ask a reasonable price, and they'll pretty much sell themselves.
Andy really wanted to do his clinic outreach program with SPECTOR, but that's not how Stuart and PJ do things. They'd rather spend the money that would be used to hold clinics and buy better wood to make better guitars.
I wish Andy the best, he knows it... I have no problem saying it. I hope he's wildly successful and don't care that Warwick is paying the bills. He's a good guy and he loves music and loves helping people.
And who knows? Perhaps he'll help improve the dipping sales numbers for Warwick here in the States.
As a marketing consultant for SPECTOR I've looked into a lot of different avenues to help increase their brand awareness only to find that the best things a manufacturer can do to support their brand... they already do them.
They build amazing guitars at a reasonable price and they treat people really well. And at the heart of it are a group of people (Stuart, PJ, Jimmy, Jo Ann and the rest of the crew) that really care about what they do and how they do it.
In the great race of success what matters IS how you get there. That determines everything. Eventually what you put out there will come back to you... which is why I'm not worried at all about SPECTOR.