As the years go by, my faith in large corporations has faltered. One must first ask the question: What's in a brand name?
A brand represents the image of a company. There was a time when brand names really meant something, and usually, that was when these brands were first starting out. They set out to achieve excellence in their field, and in doing so, developed a reputation. To me, that's the difference between a name, and a brand name. Once something is seen as profitable and is taken over by a large corporate machine, you can bet your bottom dollar that the fundamental tenets that originally guided the company get thrown out the window.
When you look at companies like Fender, Gibson, Ibanez etc, we tend to think quality. After all, if it's good enough for our musical heroes, it should be good enough for us right? Wrong.
Endorsements are an example of where brand names have gone wrong. These days, you can see a musician endorse a great variety of products, from strings right down to pedals. More often than not, this offers very little indication as to what they actually *use*. They're merely lending their name to the product, thus giving it a false sense of validity.
You merely have to look at the range of products that a companies produce. Ibanez stamps its name on both their custom shop guitars as well as the guitars cheaply mass produced in places like China or Indonesia. Once you outsource your production cycle, quality control becomes a problem. That's not to say that you won't find luthiers in Indonesia crafting wonderful instruments, but rather to say that when production costs and margins become important, quality tends to take a nosedive.
To put it simply, once a small company becomes obsessed with the financial bottom line, you can pretty much stop trusting the brand name completely. Sure Ibanez and Fender still do make quality instruments, but that quality isn't reflected across their entire product range. Rather, they now sell and image and lifestyle, and charge a premium for quality products, compared to their mass market range. There's a lot of money that goes into marketing and hype these days, and I trust none of it. Even reviews that you find in guitar magazines are rubbish nowadays, because they're usually funded by the manufacturer and hence are no longer objective and unbiased.
Personally I've developed a taste for small, boutique brand names. That's not to say that all boutique items are good, or that they're right for me, but you can trust that when a small company has developed a reputation on the strength of the products themselves, you can trust that the product will be of a certain quality. It may not live up to the hype surrounding it by its rabid fan base, but it certainly will have a minimum standard of quality. And when I say boutique, I don't necessarily mean a "pay through the nose to join an exclusive club" sort of manufacturer, but rather, a small business run by individuals who honestly care about the products they make, and take pride in their work.
That's not to say that I won't buy something from a brand name, but I'm far more sceptical about the quality of goods these days, and I'd much rather try it for myself and form my own opinion. After all, why should you part with your money if you're not entirely convinced it's worth it, and who better to determine if something is worth the asking price than the person who's actually going to use it? I'm honestly fed up with hype and marketing bullshit. I've been burned more times than I care to remember, and I refuse to continue to be a victim of companies that sell and image and a lifestyle rather than quality products.
I like to see musical instruments made the same way I like to hear music played. Honestly, passionately, and with a hunger for knowledge and progress.