Powerful Positioning Linked to Legacy, Status, and Cultural Authority; Steinway

Aug 22 in Swipe File

A/S = Solution/Product Aware copy, Stage 1/2 Sophistication; just a ramped up message of "we're the best, and we can prove it"
Such powerful positioning, tapping into the reality of this audiences reverence for music that has lasted, and will last, for centuries. Takes this idea all the way out to literal comparison with immortality, leveraging the cultural and authority of famous composers and users of a Steinway
The boldness of the claim matches the intensity of the craftsmanship and status of the Steinway

THE INDEPENDENT STEINWAY

The Instrument of the Immortals

There has been but one supreme piano in the history of music. In the

Avys of Last and Wagon, of Rubinstein and Berlion, the pre-eminence

of the Steinway was unquestioned as it is today.

Making (hopefully) a factual statement about the longest living legacies of musicians who used this brand of piano, that's credibility, appeal to authority, FOMO, social proof -- all wrapped into one.

It stood then as it stands now, the chosen instrument of the masters-the inevitable

preference wherever great music is understood and esteemed