With the ways of consuming and playing music fundamentally changing, Guitar Center’s big box model was on the ropes. Our goal was to discover what Guitar Center could do to get people back into their stores. To do this, we sought to understand the fundamental customer-brand connection in the current market context. We wanted to discover the reasons that drove customers into the store. Through customer interviews and in-depth research, we discovered that Guitar Center is uniquely suited to capture and celebrate the joys of making music. The brand was lost in a sea of product advertising and deal promotions no longer resonated. We applied this in different ways of celebrating making music. We refocused the brand to be about the love of making music and cultivating musical talent within yourself and with family.