Most of us would like a brand as powerful as Stradivarius, the man who made violins three hundred years ago – although we’d probably want that recognition a little sooner.
Fortunately we can learn a lot about how consumers relate to products and brands from examining these musical instruments more closely. With any luck we can save ourselves a bit of time and effort in the process.
To understand what makes a Stradivarius special we need to get our laboratory coats out and start analysing a few things. It turns out the wood he used was mostly from trees that grew during the “little ice age” when winters were longer and summers shorter (from the mid 1400s to the mid 1800s).
This seasonal twist of fate produced very dense wood that was more resonant.
Further scientific analysis reveals that the application of a mineral such as borax helps make the distinctive tone. It was used by craftsmen at the time to prevent woodworm.
Other analysis shows that Stradivarius was a superb craftsman who perfected the proportions of a violin. Although, according to one expert, most of them have been altered after they left the master’s skilled hands, to produce a sound that can fill a concert hall.
They were originally designed to be played in smaller venues such as churches and courts.
So from this you could draw the conclusion that the Strad man just got lucky.
- After all, he used the
wood that was available at the
time.
- And finding your woodworm
treatment enhances your product is a little
like learning your disinfectant smell
attracts customers (which in some cases it
might very well,
incidentally).
- And you’re in the lap of the gods when it comes to how subsequent repairmen tinker with your product.
Turn the page to find out the most important thing science has learned about these multi-million dollar violins and how it applies to consumer behavior…. »
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© 2008 Philip Graves Consumer Behaviour Resource. All rights reserved.