Utkarsh Mohan on Music #45: Gibson's Marketing Tricks which no one tells you about

You may think Gibson is just trying to make a small profit from dipping into the Vintage Gibson market with its Certified Vintage Program. But the real impact of the program goes much deeper and impacts certainly all their Guitars and perhaps broader
Utkarsh Mohan is a Singapore based writer, musician and artist of Indian origin. Formerly in corporate senior management, he now pursues his passions and is also the owner of the Ministry of Guitar collection
You can also follow him on Instagram @ministryofguitar

[@carloswhomusic]

Remember Gibson's program to buy "shares" of vintage guitars? It quietly DISAPPEARED ..... along with their foolish investor's money.

[@kylemoran4343]

"There is a fool born every minute" P. T. Barnum "The bigger the humbug, the better people will like it". P. T. Barnum

[@colonelbrando]

it's funny because they have the name and the logo, but it has literally nothing to do with the people or factory that made those 52'-65' guitars so sought after. My point is even legacy brands are "clones" of themselves but for guitar player logic this doesn't matter.

[@bobdelair02]

Right ! Heritage guitars in that regard is closer to the old Gibson than Gibson who owns just the brand name.

[@allenmitchell09]

@@bobdelair02 I always say, Heritage is more Gibson than a Gibson lol

[@STORMBREAKER_250]

The racing comparison is a very apt one, because I see Gibson copying a lot of Ferrari's marketing strategies. The limited run models, the vintage certificates, the buyer 'events.' Credit where it's due, they know how to pander to their market.

[@randrothify]

Also copying what Leica and Rolex do. It’s the halo effect to make their new stuff seem more iconic and worth the price.

[@RichardsGuitarshop]

I’ll never forget the MD discussing Gibson as a “lifestyle product” and comparing them to Levi jeans. I presume this is why they are now so pants ❤

[@BillyTheKidsGhost]

As a teenager I wanted the Gibson experience, I had a poster of Jimi Hendrix playing a flying V with the slogan ''Only a Gibson is good enough''. At the time, I would have turned my nose up at a Norlan-era Les Paul because it wasn't built, in the same way as a 50s Les Paul. I was easily duped 😄

[@I.am_Groot]

My buddies and I used to drive into bigger towns looking for guitar shops and found one that had new Les Pauls and Explorers (my dream guitar at the time) and some other models. At that time retail on a new Gibson was around $1200 depending on the model and you could buy a decent used car for less. It felt cool playing something that professional musicians would use and at that time budget guitars were mostly junk. Today we have 100 options at half or less what a Gibson costs. Nobody is 'fooling' anyone today and its not Coke V Pepsi anymore where you have limited choices. Let Gibson / Epiphone do whatever they want we can find amazing gear that plays and sounds better elsewhere

[@garethbrand1263]

This is such an interesting and unique channel. Can’t wait for every new video to land. Keep up the great work!

[@GradyHyatt-k8s]

the internet needed this, very applicable to anything even beyond guitars

[@rockhead69]

Dude... don't like, don't buy it...and cut the bullshit... it's getting tedious !

[@williamdesmarais4931]

Dude... Don't wanna hear it, don't watch it..... and cut your bullshit..... You're getting tedious.

[@theuserthatishere]

then don't buy one! play more! not really a "big" deal globally. if you got 10k and want a murphy.....buy one. it won't hurt your finances, if not then don't. these overly deep debates are boring, no one is forcing you to buy pricey gibsons.

[@williamdesmarais4931]

If it's boring, then don't watch it.Simple. Just using your logic.

[@everynameistaken567]

"When it comes to luxury brands, people buy it not in spite of the price but because of the price" 💯

[@CocoKoi321]

Gibson caring so much more about mysterious vintage guitars more then making a great modern guitar makes the brand a sick joke

[@bobdelair02]

That's how they positioned themself in the market as that's the only thing that proved to work. They tried making new modern guitars but all those attempts failed... Fender has the same "problem " ...

[@LegsON]

You're really shortsighted.

[@randrothify]

@@bobdelair02Fender is a little different because their brand message is a little different and caters to a slightly different crowd. Fender was an upstart when it came on to the scene and was challenging incumbents like Gibson that did things the old way. They may now be a legacy brand but they were never as traditional as Gibson. Fender is a California brand that leans into relaxed West Coast cool vibes, youth, what was then space-age design, and whimsical colors. Gibson was never that. Where Fender emphasized colors, Gibson would give you any color you wanted so long as it is some version of a wood stain used on furniture or in a hunting lodge. Where Fender‘s design language utilizes mostly smooth curves reminiscent of the ocean, Gibson goes for pointy and aggressive. A lot Fender guitars are meant to be ergonomic and light, whereas Gibson guitars are typically more traditional in their form, physically large, heavy, or have chunkier/wider necks. Fender pickups are chimey and open are great for pop, funk, and upbeat styles. Gibson pickups are louder and darker and work better in a heavier and less light-hearted context. So where Gibson makes the Everyman guitar, Fender make the guitar for everyone. This doesn’t make Gibson worse, but it just explains why they lean a little bit more into their history and authenticity in their branding and focus on courting the "serious" musician or connoisseur versus Fender‘s more nostalgia-for-good times messaging.

[@jasondorsey7110]

​@@randrothifyFenders tend to have big pickguards with alot of plastic showing, that must have been very innovative in the '50s

[@bobdelair02]

Leo Fender was an engineer (who didn't even play guitar) who designed the electric guitar so that it can be cheaply mass produced and was easy serviceable. And he listened good to what the musicians wanted. Gibson Electric guitars were (one of) the first electrics, and they got lucky with Les Paul. Their more innovative shaped Flying V's and Firebirds failed as well in the beginning. (To stop producing the Les Paul to replace it by the SG proofed no good decision either 😁.) But nowadays both are in the same situation to (have to) fully base their offering on their legacy. Fenders current most "innovative" guitars are the Ultra series. For more the modern designs they have Charvel and Jackson... That's the only business model that seems to work for them ... Guitar players are a weird breed 😂

[@jdl2180]

Gibson still sales many nice guitars that cost between $1,500 and $3,000. You don't have to spend $10,000 on a Murphy Lab guitar. It's not like they're any better than the standard that cost $3,000.

[@misterknightowlandco]

I just paid 1200 for a 2022 sg special with p90’s that came with the case and everything. It was sitting in a mim n pop shop for two years in the box unsold so they blew it out price wise on reverb. Very nice guitar. They’re deals out there to be had if you look hard enough.

[@howlinginsburg7412]

I've known this since the 80's. Can you imagine what the suits must have been thinking in the 70 and 80's? How can the company get a piece of the secondary market? First , vintage reissue, for 30/40 years, then brokering them directly. The brand stays in house, no life outside the company. It was inevitable.

[@diegomendivil7101]

As a business student and guitar enthusiast this content is gold for me!

[@juanvaldez5422]

I wish you might cover the Chibson debacle . I have long suspected it’s far more nefarious than most realize . .. take that how you may

[@tidepoolbay]

As always, Nice Work & Thoughtful Insight! WooF!!🐶🐶

[@RichardsGuitarshop]

1990s Gibson les Paul studios in wine red. I’ll never forget how much I loved them. Good old honest guitars. That would be my recommendation. Current studios are like toys side by side - see if you can find one in good condition

[@RichardsGuitarshop]

This video basically proves what I was saying in my other comments on the other video and I commend you for raising it - good man. Gibson are as trustworthy as Tesco when you go to buy your Heinz ketchup . Ever tried that in Tesco? Next time you go to Tesfo see if you can actually work out which bottle is the best value 😂. Gibson take their customers as fools and for that reason you should always buy a Gibson second hand. Love the brand - cherish the history - be part of it. Just don’t support what it’s been for for the past 30 years.

[@Itsjorgelanzas]

The concept of anchoring here is Key! Great talk man! Like your input and perspective, not many KZbin people are talking from the perspective of a rich or wealthy person!! Thanks for this!! Subscribing!! 🙌🏻🙌🏻🙌🏻

[@azizaziz7007]

This is more of a marketing study then guitar. Love it

[@christianhertwig1593]

Very good video. I liked it a lot. Good information, good approach, good basis, good thoughts, ... it's like scratching the surface of something unknown, but deeply ..... And the best thing about your video? You haven't named PRS even once (I think) 🤗. 😂😂😂😂 Greetings from the Canary Islands

[@noysdn4001]

Relics are just a green light for having blemishes finished and making it more pricey

[@Dr-Curious]

I've done well in music. I'm in the rock history books. But the fact that there are CHUMP hobbyists and semi pros paying 300k for a guitar makes me absolutely she it myself laughing.

[@auntjenifer7774]

😂 Rock history books ? What you roadied for cheap trick ?

[@Dr-Curious]

@@auntjenifer7774 Looks like you wouldn't understand.

[@_Yep_Yep_]

My dislike of Gibson evil corporate behavior has forever cured me from any notion of buying any of their products.

[@IamMedicine]

They want to make $10,000 guitar the new norm. No thanks it's a piece of wood.

[@juggert]

Yeah. A carbon fibre guitar is cheaper

[@shelbyavant5081]

To say that a guitar is just a piece of wood is an incredibly reductive statement. Even a 2x4 isn't just a piece of wood.

[@jdl2180]

PRS already did that with their Wood library and 10 top guitars.

[@buzzcrushtrendkill]

Ppl have made the name "Gibson" into this mystical/magical brand and I can't really blame the latest corporation to own the name to just milk every dollar from these ppl. Who else can ask these prices for a guitar that has such a fragile headstock/neck? Hilarious.

[@rontron418]

i really like how you include the buisness side of guitars. really interesting

[@LysanderLH]

I believe this move to buy vintage gibsons, is a way to attract those of us who cannot comprehend the numerous ways by which we could be scammed by selling expensive guitars online.

[@garycoates4987]

I think also Gibson selling vintage guitars is bumping up the prices in the vintage and used guitars pricing in general which still pushes people back to their other lines

[@alphillips87]

Excellent presentation 👏

[@darthsensei3838]

I really think that’s what Murphy lab was all about. To test the market and see if people would buy vintage guitars from them directly.

[@jltrem]

Gibson, at it again? Hell, they never quit.

[@theuserthatishere]

why should they? we give them free marketing

[@randrothify]

Hahaha!! So true!

[@DamienClarke2438]

Bicycle companies create halo models that are outrageously expensive to sell their lower priced models.

[@ministryofguitar]

Yes it is a common strategy across Industries

[@sergioleal2738]

Thank you

[@beautifulguitars3158]

Well put. Thank you.

[@madwheels65]

You can fool some of the people some of the time -- and that's enough to make a decent living. W. C. Fields

[@ministryofguitar]

Wisdom..sadly

[@cashrocha5672]

Good take. Thanks for sharing.

[@ministryofguitar]

Thanks

[@michaelblaney4461]

The violin industry is the same Stradivarius and Guinari violins worth millions of dollars , it makes every Joe Blow luthier believe that their violin is therefore worth 30k and make decently made entry level violins 3k . Gibson is doing the same thing with epiphone now making their newest models pricing go to insane levels.

[@JDStone20]

You look fine, dapper as always. Marketing is fascinating.

[@Lomoholga2]

I think you would love the Canadian Terry O’Reilly He had a CBC radio show/podcast called The Age of Persuasion and Under the Influence- all about marketing etc You are the guitar world’s Terry O’Reilly

[@SaabJitsu]

Interesting take but it boils down to this, people have more money than brains and are willing to pay the price. As I'm sure you have seen, Joe Bonamassa had said on many occasions that not all '59 Les Paul's are worth 250-500k. They don't all sound good and really only the '59s demand that price. The "Certified" moniker has been used as a reassurance you are getting the real deal, think Toyota and thier Certified pre owned campaign. Was it necessary? No, we can smell that it was pre owned, but because people are silly enough to pay for it, it worked. How about a piece on how car based reality tv shows( gas monkey for example) and televised car auctions( Mecum/ Barrett Jackson) made classic cars and project cars unobtainable for the average person? Would be interesting. Or how once the hype goes away, so does the perceived value of the product. Think the Chopper crazy during the mid 2000s. Those bikes that sold for 100k+ can be bought now for pennies. Great video. Subscribed to see how this goes!

[@SaabJitsu]

Full disclosure, I was with Gibson USA just before Henry crashed it into default. 7-10 million gross a month globally and was the piggy bank that funded all his buying of other companies. The USA side of the company is a money printing machine that keeps the rest afloat

[@phillipjennings963]

Great video ! Thanks

[@javierservigon]

Interesting... makes sense... I'm just waiting for my 2011 Les Paul traditional to be valued in the tens of thousands

[@auntjenifer7774]

Don't wait, sell now while that guitar is still selling for $1500-$1800 ! It will never be $10,000

[@Lomoholga2]

Fender- you want a Jaguar eh? )(🇨🇦) OK- here is a traditional Jaguar, but it’s a Squier model. Not ideal in terms of pickups, hardware, neck etc but perfectly fine. Oh- you wanted a traditional Jaguar with better hardware etc? Well the Fender Player Jaguar isn’t it- you have to pony up more money to the overpriced Vintera II series in order to get that, sorry. Same thing for their Jazzmaster and Mustang models. Thankfully for many people the Squier Jaguars and Mustangs and Jazzmasters are perfectly fine overall. What is the marketing term for this manipulated features being left out of mid-tier products and only being available in high tier products?

[@ajhwb]

Sales when you visit Gibson store: "Got you, this the guy who made the video.."

[@Gene_Cali]

"Sugar is only a few molecules away from poison." 💊=🔴 or 🔵.