In Brand Ideology, a GUITAR is not a VIOLIN.
No strings attached; though the only strings attached to this analysis are the millions of brands in Zimbabwe; listen carefully to the strumming of thoughts.
In played instruments, as in brand and business communication, there can only be two ways – GUITAR or VIOLIN.
A Guitar is a brand that is loved though does not necessarily achieve the height of harmonic results; whilst none can withhold respect from the Violin which consistently achieves harmony when strummed.
The shaping of a brand is not necessarily done in closed doors only, but it is seen over a period of time as communication and consumption happens; striking specific cords.
Often brand owners do not pay attention to the development and engrafting of ideology of their brand until they see the errors in the market place; too late for corrections.
Brand development is a must and begins and ends with structuring a healthy and well thought out Brand Ideology; if you do not, know that you competition is not sitting and waiting for the day you decide to.
To understand Brand Ideology of the Guitar and Violin, let’s begin with definitions, then get into a bit of Musicology, then conclude with a comparative analysis of the same.
Understanding Guitar Basics
The guitar is a popular musical instrument classified as a string instrument with anywhere from 4 to 18 strings, usually having 6.
The sound is projected either acoustically or through electrical amplification (for an acoustic guitar or an electric guitar, respectively).
It is typically played by strumming or plucking the strings with the right hand while fretting (or pressing against the fret) the strings with the left hand.
There are three main types of modern acoustic guitar: the classical guitar (nylon-string guitar), the steel-string acoustic guitar, and the archtop guitar, though the electric and acoustic are subdivided into up to eighteen varieties.
Understanding Violin Basics
The violin, also known as a fiddle, is a string instrument, usually with four strings tuned in perfect fifths.
Someone who plays the violin is called a violinist or a fiddler.
It is the smallest, highest-pitched member of the violin family of string instruments, which also includes the viola, and the cello.
The modern word is derived from the Italian word violino, literally 'small viola'.
The violinist produces sound by drawing a bow across one or more strings (which may be stopped by the fingers of the other hand to produce a full range of pitches), by plucking the strings (with either hand) or by a variety of other techniques.
From a theological and ideological perspective there are three things that any instrument contributes to achieve the objectives of the musician – Rhythm, Melody and Harmony.
Every song composed and played desires to achieve these three musical objectives, as do all brands conceived.
In Musicology Rhythm is achieved by percussion, thus drums mostly; Melody is a combination of percussion and stringed instruments; while Harmony is a smooth flowing state that only a few instruments can achieve.
As is in Musicology, in Brand Ideology brand consumption must move from Rhythm, Melody, and reside in Harmony as consumers are now loyal to the brand without effort.
Brands achieve Rhythm status as they penetrate the market; Melody is acquired when the brand engages the market and competition; and residence to Harmonica is only established by brands that have thoughtfully attained leadership position.
More on this in another article on another day!
A Guitar without effort can attain rhythm and melody; but requires more instruments to achieve harmony; harmony being where a Violin dwells.
The Guitar has on average six strings and a Violin has four that denoting more effort placed into the strumming of the Guitar than there is in the Violin.
The Guitar is mostly used in POP Culture music whilst the Violin is mostly used for Classical music; a Violin brand is distinct from a Guitar brand and the latter will never reach the musical heights of the former on stage of off stage.
There are only three types of violins and yet there are at least eighteen types of guitars, meaning it is not easy to be a Violin brand as it is extremely easy to be a Guitar.
A well-constructed and communicated brand does not need so many versions of the same, as it gets the job done as basic as it looks.
Economic Relevance of Stringed Instruments
Many brands in Zimbabwe must realise that as the Guitar they are easily being replicated by competition making impossible to contend in the market space; whilst Violins are astute.
There must be a conscious decision by brand owners not to raise Guitar brands but place much effort in the establishment of Violin brands as these command respect as much as they can receive love when required.