Steinway & Sons strikes a new marketing chord

This event report outlines how Steinway & Sons, the piano brand, utilised market research to re-energise its brand and build a new marketing manifesto.

Steinway & Sons strikes a new marketing chord

Stephen WhitesideWarc

The pianos made by Steinway & Sons – which began manufacturing these instruments in 1853 – have been favoured by elite musicians from Irving Berlin, George Gershwin and Sergei Rachmaninoff to Billy Joel and Harry Connick, Jr.

Billy Joel plays a Steinway piano Image source: Steinway

The iconic brand, however, hit rather more low notes than high notes in the recent past. A family-owned concern until 1972, Steinway was acquired by CBS, which 13 years later sold it to a group of investors who developed Steinway Musical Properties,...

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