Taylor Guitars
Evolving a Niche Player into a Market Leader
The Challenge: Taylor Guitars—a $6 million niche player—had
the technology and sales distribution to become a major acoustic guitar manufacturer
but needed to compete head-to-head with an entrenched leader.
The Solution: Over the course of a decade-long partnership,
MiresBall has captured the commitment to quality and technical innovation at the heart
of the Taylor brand and supported the company’s organic evolution. From catalogs and
direct mailers to TaylorWare clothing and the company’s website, we help Taylor
communicate its strong lifestyle message at nearly every point of contact with
dealers, distributors and players. Even commonly overlooked details like price
lists, pins and warranty cards are designed to enhance the public’s perception of the Taylor brand.
The Result: Taylor Guitars currently controls 45%
of the premium acoustic guitar market. The Taylor brand supports a $1
million branded apparel business and one of the industry’s most robust
artists relationships program.
