Will someone please tell EVH...

[LP Freak]

As a marketing guy myself, I understand what the guy was trying to say. Unfortunately for marketing guys, the only people who truly give a shit about branding are other marketing guys

The key is to establish a brand strategically through a created perception, not by dictating it. In the case of EVH stripes, it's far too late for any brand manager to create a perception other than it being Ed's signature gear. Save your brand speak for the Wolfgang guitars and 5150 amps and let the stripes continue to be what they've always been in the eye of the consumer.

Amen

 

[drod1985]

As a marketing guy myself, I understand what the guy was trying to say. Unfortunately for marketing guys, the only people who truly give a shit about branding are other marketing guys

The key is to establish a brand strategically through a created perception, not by dictating it. In the case of EVH stripes, it's far too late for any brand manager to create a perception other than it being Ed's signature gear. Save your brand speak for the Wolfgang guitars and 5150 amps and let the stripes continue to be what they've always been in the eye of the consumer.

Preach. I work at a marketing/advertising agency as well, there's no turning back from associating the stripes as EVH's "signature" branding. No reason for Chris to have been a dick to that kid, but I do understand the stressful environment of a trade show. We also don't know if any Chris' supervisors were standing off camera as well...

Anyways, if EVH is pitching the versatility of the brand they should hurry up and come out with some Wolfgang Custom Specials! I'm gassing for a special and a LP at the moment, combining the two would solve a lot of my problems.

 

['63-Strat]

If they were really concerned about this being an EVH brand model and not a sig guitar they would offer the same model without the stripes. But they don't. Shocking that someone would consider them a sig guitar then

 

[Lucius]

So who makes these EVH guitars. I'm so far out of the loop it is terrible. Cheers, Lucius

 

[petethorn]

I know Chris pretty well, he's a great guy. Maybe at that moment it was just loud in the booth or something and he was just wanting to clarify the guy's statement, and out of context on the vid it seems like he's being stern or something. He's honestly a really nice dude.

 

[reverymike]

Yeah, I can understand wanting to build your brand and create a line of guitars that are used by many players across many musical styles. But, don't fuckin' put out a striped guitar and expect people NOT to associate it with EVH. Yeah, there might not have been one photo of EVH in that exhibit, but they didn't need one -- they had his trademarked, iconic, striped design on three of the guitars.

 

[crwnedblasphemy]

If they were really concerned about this being an EVH brand model and not a sig guitar they would offer the same model without the stripes. But they don't. Shocking that someone would consider them a sig guitar then

Kinda agree here....Also, we don't know what was said before the guy started rolling tape? Maybe Chris went over the whole signature lecture/info with the guy and the dude started rolling tape and ignored the information given to him seconds earlier, so he interjected? I do think it was rude to interrupt his video demo, but maybe the kid was grabby grabby with gear and just started filming?

I did enjoy the part how he said "That's why there are no pictures of Eddie...etc," but Eddie shows up during Tone Kings footage and EVH BRAND has Eddie doing pictures in Guitar Center catalogs and stuff....We don't make the Striped chuck taylors for Ed...they are for everyone!

 

[romanianreaper]

If they were really concerned about this being an EVH brand model and not a sig guitar they would offer the same model without the stripes. But they don't. Shocking that someone would consider them a sig guitar then

Exactly. So other than the paint job, pickups, name on the headstock, and million other parts of the guitar that scream "early EVH", this is not a signature guitar.

 

[Chubtone]

I know Chris pretty well, he's a great guy. Maybe at that moment it was just loud in the booth or something and he was just wanting to clarify the guy's statement, and out of context on the vid it seems like he's being stern or something. He's honestly a really nice dude.

This is my take on it too. It just sounded like he was re-hashing what the brand had determined was the new marketing strategy for the 500th time that weekend. And I guarantee it was loud in there and Chris was probably standing right by the camera when he was speaking so he seemed louder. Every conversation that occurs at NAMM is half-yelled back and forth.

 

[Stramm8]

I get that it may have been a long day or we don't know what he said to the kid before they started rolling but that's really not an excuse. I've been in medical device sales for 13 years and have spent my fair share of time at global trade shows that easily compare in size and scope to NAMM and if my boss heard me talk to a visitor to our booth like that, I'd be gone. I understand what he was trying to do but there is a way to deliver a message without coming off like a jerk. That's why we don't bring product managers to trade shows or out on sales calls (sorry marketing guys )!!

Regarding the perceived issue "it's not a signature brand, it's a brand"; how is something that has the artist's initials on the headstock and and all the parts and is painted in a copywrite protected design created by that artist not be considered a "signature" product??? I get that they want to position EVH as a standalone brand and I think they've achieved that but when you say a striped single pickup'd strat style guitar with a floyd isn't a signature design, you're kidding yourself. I mean, why the hell would you want to deny that??

 

[Chubtone]

I get that it may have been a long day or we don't know what he said to the kid before they started rolling but that's really not an excuse. I've been in medical device sales for 13 years and have spent my fair share of time at global trade shows that easily compare in size and scope to NAMM and if my boss heard me talk to a visitor to our booth like that, I'd be gone. I understand what he was trying to do but there is a way to deliver a message without coming off like a jerk. That's why we don't bring product managers to trade shows or out on sales calls (sorry marketing guys )!!

Regarding the perceived issue "it's not a signature brand, it's a brand"; how is something that has the artist's initials on the headstock and and all the parts and is painted in a copywrite protected design created by that artist not be considered a "signature" product??? I get that they want to position EVH as a standalone brand and I think they've achieved that but when you say a striped single pickup'd strat style guitar with a floyd isn't a signature design, you're kidding yourself. I mean, why the hell would you want to deny that??

I don't disagree with a lot of what you are saying. Some of what they are trying to accomplish and the perceptions they are trying to change is just silly.

But, I question whether your medical trade shows were as loud to where you are literally having to half yell to someone who is right next to you? There were people playing guitars and demoing amps all over that Fender area. It was ridiculous. And some random Youtube guy thinking he was going to just waltz into an area as busy, and noisy and exciting as the EVH area was and record some video for his 17 subscribers is a bit presumptuous.

I agree Canella might sound like he is lecturing, but he is a bit gruff sounding to begin with. He may have had a big smile on his face the whole time he was saying that to the guy and we don't see that in the video. Heck the guy could have just started over with the video recording after that.

 

[daver101]

I don't hear yelling......I hear douchebaggery. My ears are tuned for douchebaggery.

 

[screamindemon]

I would have told him to get fucked ! Uncalled for !

 

[Stramm8]

I get that it may have been a long day or we don't know what he said to the kid before they started rolling but that's really not an excuse. I've been in medical device sales for 13 years and have spent my fair share of time at global trade shows that easily compare in size and scope to NAMM and if my boss heard me talk to a visitor to our booth like that, I'd be gone. I understand what he was trying to do but there is a way to deliver a message without coming off like a jerk. That's why we don't bring product managers to trade shows or out on sales calls (sorry marketing guys )!!

Regarding the perceived issue "it's not a signature brand, it's a brand"; how is something that has the artist's initials on the headstock and and all the parts and is painted in a copywrite protected design created by that artist not be considered a "signature" product??? I get that they want to position EVH as a standalone brand and I think they've achieved that but when you say a striped single pickup'd strat style guitar with a floyd isn't a signature design, you're kidding yourself. I mean, why the hell would you want to deny that??

I don't disagree with a lot of what you are saying. Some of what they are trying to accomplish and the perceptions they are trying to change is just silly.

But, I question whether your medical trade shows were as loud to where you are literally having to half yell to someone who is right next to you? There were people playing guitars and demoing amps all over that Fender area. It was ridiculous. And some random Youtube guy thinking he was going to just waltz into an area as busy, and noisy and exciting as the EVH area was and record some video for his 17 subscribers is a bit presumptuous.

I agree Canella might sound like he is lecturing, but he is a bit gruff sounding to begin with. He may have had a big smile on his face the whole time he was saying that to the guy and we don't see that in the video. Heck the guy could have just started over with the video recording after that.

You'd be suprised; those critical care nurses and doctors can get pretty freaking loud You're right, the trade shows I've worked are not nearly as loud but they certainly are as long and well attended. What I should have said is that in my line of work I have had to communicate a message over and over and over again for 2 - 3 days straight at a trade show too and no matter how boring or how hard it has been to get the listener to understand it, I would never cop an attitude or talk down to a customer like that. A professional would have calmly walked over to the guy and politely asked if he could stop for a second or politely interject so that he could make a point or clarify something. He would then politely confirm that hey understood and move on; or not say anything at all. Put your business hat on for a second and ask yourself if you would talk to one of your store's customers like that. I've never heard Bogner or Dave Friedman or John Suhr etc. talk to someone like that. If Canella is the face of EVH (since apparently Ed has nothing to do with it ), he should act like it.

 

[zoom club]

ed made him do that

 

[Juggernaut]

I know Chris pretty well, he's a great guy. Maybe at that moment it was just loud in the booth or something and he was just wanting to clarify the guy's statement, and out of context on the vid it seems like he's being stern or something. He's honestly a really nice dude.

Agreed, Chris is a cool dude. I'd probably be ready to kill someone by the end of NAMM if I had to sit in the same booth and answer the same questions over and over and over an over..... But regardless of how he comes off on the video, the guy is cool, and can play.

 

[skoora]

I thought he sounded condescending but some of you guys are posting a bit like he's the dude who yanked your speaker cord right before your set

I don't know the guy but here's another Namm vid featuring him and he seems like a decent guy. I wonder if some of you know him who berate him, as it sounds a little personal Isn't having everything you say at any moment possibly broadcast for the world to see a kick in the pants

 

[TTripp]

ed made him do that

That was my first thought. No reason to care if EVH hasn't been giving strict orders on this sort of thing. I think Ed wants "EVH" to be seen as same thing as Fender or Gibson. I just don't think the stripeys are the guitars to try to make that point with.

 

[glassjaw7]

Eh...I think everyone is reading into this way too much. The guy is your average guitarist as far as skill level, I've seen and heard MUCH worse and so have all of you. Yes, technically Chris was correct but he comes off here as a complete tool and jerk. Nice guy or not, he should act a bit more professional in a video that potentially thousands are going to watch. Coming off as a pro involves more than being "correct" I agree that this player might not be the best dude to represent a brand associated with Eddie, but we wouldn't be having this discussion if the guitar didn't have stripes on it. Just my opinion.

 

[aftec]

I thought he sounded condescending but some of you guys are posting a bit like he's the dude who yanked your speaker cord right before your set

I don't know the guy but here's another Namm vid featuring him and he seems like a decent guy. I wonder if some of you know him who berate him, as it sounds a little personal Isn't having everything you say at any moment possibly broadcast for the world to see a kick in the pants

I think the guy sums it all up very well in the video. they want to get away from the "Signature" thing and offer the brand for a broader audience, and the dude corrected the guy making a video.
Probably he was harsh, but I don't know if any of you guys were doing anything like NAMM or the Messe but it is a mayhem. Loading in, talking to people for 2-3 days constant, than loading out.
You get brutally tired and loose some of your cool. Now this guy for a bad sentence will be the statue of doucheness forever. Well, we are in Youtube world.