Archive for Loud

Tag Line: Louder Than Life

Posted in NPD: Guitar Amplifiers with tags , on April 14, 2008 by ivancheung

‘Marshall: Louder Than Life’

Marshall’s days as the definitive brand for power is in its past. The past will never be forgotten and will continue to influence, however in terms of raw power today, there are other brands who specialise in it. Marshall may not be the most powerful anymore, but the term loud applies to other characteristics.

A sense of adventure and adrenaline – The feeling of being on stage.
Showmanship is a key part of Marshall, and with that comes confidence.
The fact is, Marshall is an aspirational brand. It allows the average person a chance to use the same equipment as their hero even if they don’t have the same guitar playing skills
With all this in mind, Marshall allows the average person to be larger than life. It’s over the top and it transcends the limitations of ordinary life.

Marshall is Louder Than Life!

(Note: The only problem with this tag line is that it misses an important attribute of Marshall. Quality. Since day one quality has been very important (a fact reinforced by Jim Marshall who has refused to give away Marshall products for free under endorsement deals). However, perhaps I can forgo this attribute as quality can only be received through the actual delivery of the Marshall product/service.)

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Marshall Who?

Posted in NPD: Guitar Amplifiers with tags , , , , , , , , on April 9, 2008 by ivancheung

Below are lists of words, names, and quotes which were obtained through Marshall’s website, catalogues, and consumer perceptions. I feel that they can tell us who Marshall are…

Top 10 Keywords

  • Loud 
    This applies to the literal meaning of the word and the attitude it has created. Jim Marshall is the father of loud!
  • Rock n Roll  
    Although Rock n Roll refers to the a musical genre from the 50s, here it simply means the lifestyle of Rock; Sex, Drugs and Rock n Roll. Marshall can be seen on stage with some of the heaviest and wildest bands.
  • Power
    This term goes together with Loud 
  • 60s and 70s
    The height of guitar music, a style Marshall made possible.
  • 80s
    The new breed of Rock. Heavier yet reminiscent of the styles of the previous decades.
  • Valve
    The valve kings.
  • British
    Marshall were at ground zero during the beat boom and British Invasion. Although their products are sold worldwide, their HQ and main factory remains in the UK. The Marshall sound will forever be British.
  • Classic
    The Marshall look is familiar to most. The script logo, the black stack amps. Marshall created a look in the beginning which has rarely changed.
  • Legendary
    Marshall will go down in history as the amplifier behind other legendary guitarists such as Hendrix.
  • Handcrafted
    Marshall is very proud that the majority of their models are handcrafted by a team of experts. 

Top 10 Players Who Played Marshall
(this is a list of 10 of the most important players I think are relevant to the image/identity of Marshall. The list may change depending on others opinions)

  • Pete Townshend (The Who)
  • Jimi Hendrix (The Jimi Hendrix Experience)
  • Eric Clapton (The Yardbirds, John Mayall & The Bluesbreakers, Cream)
  • Jimmy Page ( The Yardbirds, Led Zeppelin)
  • Ritchie Blackmore (Deep Purple, Rainbow) 
  • Angus Young (AC/DC)
  • Joe Perry (Aerosmith)
  • Kerry King (Slayer)
  • Slash (Guns n Roses, Velvet Revolver)
  • Zakk Wylde (Ozzy Osbourne, Black Label Society

Famous Quotes

  • Kerry King
    “If I stand in front of my rig, if my nuts ain’t shaking then I ain’t satisfied… and the only stuff that can do that is my Marshalls.” 
  • Zakk Wylde
    “What does a Marshall sound like – strength, warmth, commitment, beauty and destruction… all wrapped up in a giant f**king wrecking ball.” 
  • Billy F. Gibbons
    “The fine Marshall line remains heavy as lead… solid as steel. The best.” 
  • Lemmy
    “Old Marshall’s never die – just blow your f**king head off!” 
  • Slash
    “I’ve said it before, and I’ll say it again; I won’t consider trying anything else – something that consistent you just don’t f**k with.”