"Wood & Steel" excessive self praise?

[gerardo1000]

Let me make it clear from the start: I think that Bob Taylor is possibly the most innovative guitar builder of his generation and that he has conquered a big slice of market with impeccably built and designed guitars that offer a real "alternative" tone to Martins.
I receive periodically the Taylor magazine "Wood & Steel" and every time, as a former advertising creative, I admire the quality of the art direction, the quality of the paper, the beautiful photos and the luxurious presentation. For sure Taylor's marketing is professional and I believe that Bob Taylor does well in investing so much in it. But every time that I read the content, I feel a bit taken aback by what I find an excessive use of superlatives and a big dose of "self-praise". All letters to the magazine by players are a hymn to how much Taylor guitars sound like heaven on earth, how much they make the player's life better, how much they are invaluable.
Every issue of the magazine have at least a long article dedicated to Andy Powers, who is described as a sort of semi-god. And so on. In my forty years of work in marketing and advertising I learned that to promote a product or a brand you have to be positive, creative and smart, but I also learned that excessive superlatives may sound artificial and sometimes that they can get the opposite effect. I am writing this as a very personal opinion and I would be interested in knowing other opinions!

[Brucebubs]

Silk & Steel are strings .... do you mean 'Wood & Steel'?

[GTRGUY005]

I believe you are referring to “Wood & Steel”. There is a copy on the coffee table in front of me as I write this. I agree that it’s very slick marketing tool and look forward to getting my copy in the mail periodically.

Most people who get it requested it from Taylor and are probably already fans/owners like me, so they are preaching to the choir in a lot of cases.

I just take it all with a bit of skepticism when there gets to be too much self praise. BTW we are about to get hammered with the marketing for their new dread. I’m sure it will be the focus of next W&S issue. Can’t wait to read all about it! Probably a great new model. Like you Said they are extremely innovative.

[J Patrick]

...it’s hard to offer respect to a company when you’re criticizing them on a public forum at the same time.....maybe not the best place to do so...as far as the mag goes...I have not read it enough to notice a pattern of marketing behavior but i didn’t notice any more self grandizing than the competitions efforts....

[Ed66]

I've only been reading it the past few years and don't really note that overall tone. Bob seems relatively self deprecating both in his pieces and his responses and Andy just seems super guitar geeky (not that that's a bad thing). Now I don't recall any truly negative letters but, as a Marketing piece, I wouldn't expect to see them included; it's all about the positives.

[ross68200]

Ha! Ha! I just love looking at all the beautiful photo's of all those guitars that they show, and I read a little also, but boy! Those photo's are nice!

[DukeX]

I think W&S does exactly what it is supposed to do: Self promote and make Taylor owners feel good about being Taylor owners.

Martin does pretty much the same thing with their Martin Journal.

It wouldn't bother me if Larrivee, Gibson, and others did the same thing.

I'd rather have it than not have it, but either way it is not a concerning matter to me.

[Rmz76]

Originally Posted by gerardo1000

Let me make it clear from the start: I think that Bob Taylor is possibly the most innovative guitar builder of his generation and that Taylor guitars are incredibly good and well made up to the smallest detail, and that they have carved a big slice of market with a real "alternative" tone to Martins.
I receive periodically the Taylor magazine "Silk & Steel" and every time, as a former advertising creative, I admire the quality of the art direction, the quality of the paper, the luxurious presentation. Taylor's marketing is highly professional and I believe that Bob Taylor does well in investing so much in it. But every time that I read the content, I feel a bit taken aback by what I find an excessive dose of "self-praise". All letters to the magazine by players that are printed are an imn to how much Taylor guitars sound like heaven on earth, how much they make the player's life better, how much they are unvaluable.
Every issue of the magazine have at least a long article dedicated to Andy Powers, who is described as a sort of semi-god. And so on. In my forty years of work in marketing and advertising I learned that to promote a product or a brand you have to be positive, creative and smart, but I also learned that excessive superlatives may sound artificial and sometimes that they can get the opposite effect. I am writing this as a very personal opinion and with respect for the Taylor brand, and I would interested in knowing other opinions!

I encourage anyone with an interest in the guitar industry to pick up Bob Taylor's autobiography. It seems a genuine, transparent look into the co-founder of Taylor guitar and his company. If you read his book, you'll come to understand just how much marketing has played a roll in establishing the brand. You would also learn that the magazine was Bob's idea and is actually something he spends a great deal of time on since delegating much to Andy Powers. I think if Bob Taylor were a regular on this forum he would proudly tell you "of course Silk & Steel is a marketing tool" and of course they are going to use it to talk up their product line, etc... I also think he would point out that on the flip side of almost every argument for the "good for marketing" decisions Taylor has made, you will find some benefit to their customers. A free high quality magazine to Taylor owners helps inform customers what the company has been up to, inform on pro talent using Taylor guitars and share some of their direct responses with customers. It's building a connection between builder and customer. The magazine was one of many brilliant ideas from Bob Taylor.

It seems to me that Taylor uses every tool of modern marketing, including on-line influences more than a few of which might be on social media, YouTube, perhaps even AGF. We wouldn't know if they were among us. Bob and Kurt didn't set out to become a boutique guitar builder, they wanted to revolution the mass production of guitars. From Bob's own words, I believe building a high quality guitar for less money the competition has always been a goal. He's very proud of what his company has accomplished, he believes in the product he builds and he has a high level of confidence that the way Taylor builds guitars is the right way to do it. He's also stated in his Q&A section of the magazine that he's aware Taylor guitars aren't for everyone and he's ok with that. There's nothing wrong with have a very strong opinion about your product and apologetically telling the world that you build the best guitar on the planet.

When you come across a product category that you've bothered to research and know well, then I think the hype and over exaggeration tactics used by marketing become really clear and it can seem disingenuous and manipulative. What crosses a line is subjective and up for us individually to decide, but when the company has strong market leadership and a long list of loyal professionals endorsing the brand it's clear they are doing something right.

[Wade Hampton]

“Wood & Steel” is guitar porn, pure and simple. Its main reason for existence is to stoke the desire of its customer base to purchase more Taylor guitars, whether the people gazing at its pages are first time buyers or recidivists coming back to buy some more.

I’m neither a Taylor wannabe nor a returning fanboy; I’ve owned one cedar-topped 714, which was a superb guitar, but it didn’t stick around (I sold it to buy a Martin OM-21.) So I’m not really a member of the publication’s target audience. I don’t get it on a regular basis, but occasionally I’ll pick up a copy and read it.

It’s well-done, and I do enjoy reading it from time to time. It seems to me that the focus and tone is right where it needs to be. It’s not pretending to be an independent magazine pursuing objectivity, it’s promotional material and never pretends otherwise.

So if you’re looking for two-fisted investigative guitar journalism seeking to pry the lid off the sordid inner world of the evil guitar-industrial complex, you’re not going to find it in the placid pages of Wood & Steel. But it’s great if you enjoy keeping up with what the Taylor Guitar Company is doing.

I’m interested enough to read it once or twice a year.


Wade Hampton Miller

[The Growler]

Wood and Steel is one of Taylor's marketing methods. I like it. Some of the articles and interviews are good and the pictures are really well done.

It's Taylors and I don't think anyone has ever expected it to be a generic guitar magazine. I cannot think of any marketing materials I look forward to and actually read other than W&S.

An earlier poster recommended Bob's autobiography. It's called "Guitar Lessons" and is an interesting book about Bob and the business of starting and running a guitar company. A good read whether you are a Taylor guitar fan or not.

[The Kid!]

Jeep does it too. Those folks are crazy!

[fazool]

Yes. We had this conversation a few months ago. I love Taylor guitars and really admire the company but you don't need to "sell" the brand to me. I'm looking for a more interesting and informative newsletter, not a sales pitch. I already bought.

Years ago there was more substance and less marketing fluff. They have slowly devolved. Now, of course, they are going to praise their products and highlight their offerings but it's seriously gotten really unpalatable to me - I don't even like it anymore.

[Realbluesman]

When I get one, I always wonder who is paying for them.

[ifret]

I really don't see W&S being any different than any other company-prepared mag. It is theirs and they have the prerogative to present what they want to present. In their 44 years of being in business, they have never stopped with innovations, changes, etc. They keep us up to date on all that. If they were stagnant and just put out the same old stuff, it would get to be a bit much. But, with all that comes out, I love to see the pics and read the articles.....I am interested in Taylor, so I choose to do so. I guess if it really bothers you, refrain from reading it and pass it along to someone who might enjoy it. Just my opinion, of course.

[ross748]

Originally Posted by fazool

Years ago there was more substance and less marketing fluff. They have slowly devolved. Now, of course, they are going to praise their products and highlight their offerings but it's seriously gotten really unpalatable to me - I don't even like it anymore.

Totally agree. And I have EVERY issue.