Over 25 years ago, luthier Ken Parker followed his calling to build and repair guitars. He’s worked with thousands of guitarists along the way, asking them to define their instruments’ best features and worst failings. Their input, combined with Ken’s genius and craftsmanship, led to a radical new approach to the electric guitar called the Parker Fly. The innovative design was awarded 11 patents, paraded on the covers of guitar magazines, and exhibited at the Smithsonian — yet the Fly’s sales fell far short of expectations. We worked with Parker to develop an integrated marketing approach that informed product development, clarified B2B communications, improved the buying experience and increased quarterly sales over 400%.