Challenge:
The days of the guitar god were over, and the brand was struggling as more people were playing Guitar Hero rather than learning to become one. At the same time, online retailers were consistently undercutting them on price. There was an opportunity to make playing music worth learning again and to position Guitar Center as the musician’s (and aspiring musician’s) playground where you can strum to your heart’s content — something you can’t do online.

Brand Story:
Helping people make music.