Taylor Guitars Music is waiting
Problem: Taylor was known for craftsmanship and playability, but younger players were years away from buying a premium guitar. The brand needed an emotional bond strong enough that, when they could afford one, they'd choose Taylor.
Insight: Courage takes many forms, and it brings out the best in all of us. It's also what Taylor and its players share: the nerve to take a risk on something new.
Solution: Step forward. Music is waiting. Real musicians told their own stories of choosing courage in hard circumstances, from a guitarist who lost his arm to a singer who beat a stutter on stage.
Results: In 2014, Taylor's U.S. retail sales grew more than 20%, three times faster than the No. 2 competitor, and Taylor drove 91% of the acoustic guitar category's growth.
