Guitar Brand by Tony Bacon
Firstly, hats of to Amazon, ordered for 13.41 quid on Saturday and delivered on Monday morning.
Really enjoying the detail and reasons behind the creation of the brand. Could probably have done with some more pictures showing more variations in the models. Only 1 Katana photo when they had varios trems and 1 and 2 humbucker versions (remember L7?)
Anyway I bought it with fender strat companion book (10 quid) with is like the fender book Tony Bacon first did but with some new and interesting photos.
Some good stuff on Tokai:
'But there was one Japanese name in particular that exercised the team at fender. That was Tokai'
'Tokai's strats were called the Springy Sound model. The smiles that the name brought became wider when the players plugged in these guitars'
There is the 'confirmation / perpetuation ' of the lawsuit story. ' Fender tried legal action. They authorised (does a commercial company authorise a government agency?!?!?) US customs to confiscate guitars that used Fender's headstock shapes and, dramatically, to cut off the heads of the offending instruments. Billboard magazine reported one such action' and it quotes the magazine.
The Squire strategy was genius bourne out of desparation. US factory struggling so fill a gap with Japanese production. However the idea was to sell in Japan where Tokai were selling thier strat at higher prices that they were seling them for in Europe. So undercut Tokai in Japan and they would have to raise their prices in Europe to make up the difference. Hence being competetive on both markets with the edge of having the Fender logo.
When fender were looking for a partner they met Tokai and here is an interesting encounter:
Dan Smith, Fender director of marketing says ' I know the meeting with Tokai went badly. They basically told Bill Shultz that they didnt need to work with fender and, in fact, that Tokai would bury us in a couple of years. Big mistake'
Good quote at the end of the book from a Fender employee:
Squier is a brand we can mess with a little bit - and that doesn't upset the consumer. In fact they kind of expect that from the brand. Whereas with Fender, if you move a screw a millimeter to the left, you get hatemail'
Interesting stuff.
Firstly, hats of to Amazon, ordered for 13.41 quid on Saturday and delivered on Monday morning.
Really enjoying the detail and reasons behind the creation of the brand. Could probably have done with some more pictures showing more variations in the models. Only 1 Katana photo when they had varios trems and 1 and 2 humbucker versions (remember L7?)
Anyway I bought it with fender strat companion book (10 quid) with is like the fender book Tony Bacon first did but with some new and interesting photos.
Some good stuff on Tokai:
'But there was one Japanese name in particular that exercised the team at fender. That was Tokai'
'Tokai's strats were called the Springy Sound model. The smiles that the name brought became wider when the players plugged in these guitars'
There is the 'confirmation / perpetuation ' of the lawsuit story. ' Fender tried legal action. They authorised (does a commercial company authorise a government agency?!?!?) US customs to confiscate guitars that used Fender's headstock shapes and, dramatically, to cut off the heads of the offending instruments. Billboard magazine reported one such action' and it quotes the magazine.
The Squire strategy was genius bourne out of desparation. US factory struggling so fill a gap with Japanese production. However the idea was to sell in Japan where Tokai were selling thier strat at higher prices that they were seling them for in Europe. So undercut Tokai in Japan and they would have to raise their prices in Europe to make up the difference. Hence being competetive on both markets with the edge of having the Fender logo.
When fender were looking for a partner they met Tokai and here is an interesting encounter:
Dan Smith, Fender director of marketing says ' I know the meeting with Tokai went badly. They basically told Bill Shultz that they didnt need to work with fender and, in fact, that Tokai would bury us in a couple of years. Big mistake'
Good quote at the end of the book from a Fender employee:
Squier is a brand we can mess with a little bit - and that doesn't upset the consumer. In fact they kind of expect that from the brand. Whereas with Fender, if you move a screw a millimeter to the left, you get hatemail'
Interesting stuff.