Not This Direction

Marshall are rock n roll. Most people seem to recognise this without even having an understanding of what they do.
The opportunity to extend Marshall’s brand to encompass the Rock n Roll lifestyle is enormous, however, here are some solutions possibilities which I would reject.

1) Fashionable Clothing
Marshall already make tshirts, jackets, caps, hoodies. They are popular amongst guitarists and people who are Marshall fans… but not many others. The obvious solution for turning Marshall into a lifestyle brand would be to redesign and expand their clothing line. It’s easy to imagine a range of Marshall clothing that are fashionable, similar to the glittering Stones shirts sold in TopShop.
However here are problems; Firstly, the Marshall logo does not translate well. It may work on one t shirt, but its not scalable. After talking to TopShop staff (and showing them various images of Marshall amps), the conclusion is that Marshall isn’t aesthetically pleasing on clothing.
A larger concern of mine is the point of a clothing range; it doesn’t fit into the Marshall profile.
The only reason for doing Marshall clothing is to cater to those who want a little of the Marshall brand without too much commitment or money.

2) Valve Stereos
Marshall are one of the few major guitar amp brands who still focus their flagship models on valves. Although Marshall’s signature are overdriven valves, with some research and development they can easily produce clean and warm sounding systems for the home entertainment market. The idea of a Marshall stereo system in the shape of a stack amplifier is conceivable. However, again, it doesn’t fit into the profile of Marshall that I have made my focus. 

3) Online music store / record label
A Marshall online music store would focus on pure Rock music (perhaps even Rock music that were recorded with Marshall amps). As an online music store, they could also act as a virtual record label, highlighting new rock bands. This is a good idea, but the competition is strong, and although it focuses on Rock music, it’s not exercising the brand’s USP to its full potential.
 

The fact is, Marshall could do many things, but many of those things ignore the full potential of the brand. Marshall is more about the rock n roll lifestyle than amplifiers (see my brand map in ‘Mapping Marshall’). The solutions for Marshall should encompass the characteristics of loud – that means power, strength, speed, action, charisma, adventure, adrenaline, aggression (e.t.c.).
A glittering Marshall tshirt may give the wearer a little of those characteristics, but not vice versa.
We have to remember, every action Marshall takes, will effect who they are.