Who wins based on anything your organization does? How about everything it does?

“If you have your consumers – in our case ‘fans’ – benefit at the heart of everything that you do, everyone is going to win,” Josh Ehren, Gibson Brands global head of Direct-to-Consumer, told SAP at NRF 2023. “It is not just a technology that goes into it; it is an understanding of how you communicate.”

Gibson’s communications strategy is playing lead, informing how tech enables its fan engagement, Ehren stated after a fireside chat with Emarsys, now part of SAP, at SAP’s booth. And the Nashville-based guitar manufacturer’s fanbase extends beyond its legendary Les Paul collab and into its family of brands that include Mesa/Boogie amps, Maestro Electronics pedals, KRK Systems, and more.

“We have the most amazing, loyal, obsessed fans for our instruments and for our brands,” Ehren said. “It’s our job to make sure that we connect with them in the ways that they want to connect with us – and [in] an easy way for them.”

This is where technology joins the band.