Tom Bedell originally founded Bedell Guitars as a teenager in the 1960s, but his dream was cut short when called upon to take over a family business. Yet after a four-decade hiatus, Tom returned to his true destiny with the decision to re-launch Bedell. And this time he had a revolutionary vision for what the company could be and represent. Tom and his team approached us with a big idea. An idea that would embody a deep reverence for the beauty and tonal brilliance of the exotic tonewoods used in the instruments, and the connectivity between us, our forests and our music. This new and profound idea was called Seed-to-Song. Our task was to define, build and re-launch a brand from this idea unlike musicians had ever experienced before.
We began the process by leading Bedell through a series of exercises to uncover key insights and recommendations around the brand idea, audiences, and overall product strategy. This lead us to solidify a brand framework, consisting of tools like philosophy and values definition, audience personas, and a messaging platform that help set the foundation for marketing efforts. Next we activated the newly defined brand through content and collateral creation, designing a wide range of materials like a website, print ads, catalogs, trade show displays and beyond. Each piece reinforces Bedell’s differentiating equity by sharing authentic and rich stories of wood sourcing and a reverence for nature and music. The most significant manifestation of this is displayed in Seed-to-Song journals, one of which accompanies every Bedell Guitar.
The new Bedell brand was revealed at the NAMM trade show this year and the response was tremendous. Buzz was high and dealers flooded the Bedell booth to learn more and get involved. At NAMM alone, guitar orders more than tripled Bedell’s expectations and have continued to steadily rise throughout the year. Despite paying for standard placement, Guitar Aficionado has consistently placed Bedell print ads on the inside cover, admiring them for their uniqueness. The brand has also been able to approach and secure influential brand ambassadors like artists Kenny Loggins and Vince Gill. The Bedell team’s passion and eagerness to create something they so strongly believed in was contagious, and together we have reinvented how musicians connect with their instruments.