Martin Audio undergoes brand overhaul
WORLD: UK-based loudspeaker manufacturer Martin Audio is undertaking a brand overhaul based on the tagline ‘uniting the audience’. The exercise will reportedly include a series of print advertisements, a branding video and a redesigned company website including new case studies.
According to the manufacturer the overhaul has been bought about by considering the company’s long-term slogan ‘The Martin Experience’, plus the success of the MLA system and customer demand for a new marketing approach. Director of sales Simon Bull explained: ‘Our customers have been asking for Martin Audio to communicate its values and create greater awareness and consideration for our touring and installation solutions. Uniting the audience does just that.’
Marketing director James King added: ‘After a lot of soul searching to define what lies at the heart of the brand, what quickly emerged was the importance of the audience experience. It’s what the company has been doing for over 40 years, from enabling the supergroups of the 1970s to be able to play to larger audiences and be heard properly for the first time through to MLA. That’s the essence of the Martin Audio experience, and we summarise it as uniting the audience.’
Finally, managing director Anthony Taylor concluded: ‘We’ve been looking at ways of communicating, really for the first time, exactly what makes Martin Audio tick, and to build on our recent growth and technology success in the marketplace. With ‘uniting the audience’ underpinning our philosophy and all that we do, I’m confident that our customers, FOH engineers, rental companies, production managers, system integrators and installers will also be able to take a fresh look at Martin Audio and understand how our experience provides them with better solutions for their different needs.’