To the inexperienced, aspiring musician, learning an instrument can be a daunting task. So as they embark on a journey full of trial and error, YAMAHA will be there every step of the way, with instruments priced for beginners and free lessons for success.
The problem with YAMAHA’s current image is that it’s too diluted. It does a little bit of everything, instruments, price points and ultimately demographics. The solution to this was to move the tone to be more mentor-like, and the imagery to show growth, and to touch into the founder of YAMAHA’s past of trial and error and connect that story to the consumer whose road to music comprehension will be filled with a similar struggle of trial and error.
