When I think about “brand,” I think about Kurt Cobain on stage during the In Utero tour. I see him on MTV, lunging around winged, angel-like figures, screaming his throat out. I hear a molten, chainsaw buzz pumping through a wall of speakers. In the middle of the action: an oblong guitar, pale blue with a blood-red pickguard. I had no clue what was going on, but I understood: that instrument, and that sound, were talking to me personally. I’ve been a Fender player ever since.
Moments like these are made; I want to understand how.
-A
Alex Yalen 