Epiphone Graphic Standard Style Guide - Gibson

Positioning Statement
The Tagline - “Performance is our Passion”
In general, a positioning statement is…
• Often referred to or is similar in meaning to a “tagline.”
• Used in conjunction with the logo.
• Usually based on something called the USP (Unique Selling Proposition). In other words, the quality of the product
or services that makes it unlike any other competing product or service. (ie: What makes us different?)
• Honest and believable.
Given the above, “Performance is our Passion” is the positioning statement for Epiphone because…
• It speaks of our passionate pursuit to bring you the best-performing, best-value instruments and products.
• Incorporates “performance” referring to our.
* Better materials
* Better quality control
* Better designs
* 100% inspection
* Upgraded hardware including pickups, potentiometers and switches
* Broadest range of products – from bluegrass, to archtops to electrics
• Incorporates “performance” referring to several positive attributes such as:
* Performing with an instrument.
* Performance of our instruments/products.
* Performing at our best in all facets of our business – not just instruments but customer service, delivery,
quality and integrity.
• Incorporates the word “passion” which evokes a positive emotional response and ties into our “combing the ends
of the earth to bring you the best value” market position.
• It is HONEST and believable.
• It is consistent with all our attributes and is what makes us DIFFERENT from the competition.
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performance is our passion