Guitar Playing → Gibson® Club (Concept)
You may know Gibson, the renowned guitar manufacturer founded in the United States in 1902. This case study is a concept of what Gibson can choose to design, a type of brand community centered on a shared hobby: guitar playing, using the Ferris Five Framework. Ultimately, turning guitar-playing hobbyists into members with benefits, including access to exclusive events and unique experiences.
Meet your researcher.
Andre Brathwaite
Brand Community Strategist
After struggling to find a badminton community to enjoy recreationally, Andre turned his focus to helping product marketers create a type of brand community where adults can come alive through shared hobbies—known as branded recreation clubs. Drawing from his research on iconic brands, he developed and shares a powerful framework called The Ferris Five. His mission is clear: to inspire product marketers around the world to design more branded recreation clubs that bring adults together through the joy of shared hobbies.
• Learn more about Andre: LinkedIn
Listen.
The opinions expressed are solely those of the host and do not necessarily reflect the views of any brand mentioned. We encourage you to check their corresponding websites for further information.
The Ferris Five Framework
Explore Gibson’s current offerings, and the opportunity to design a membership for a type of brand community centered on a hobby—a branded recreation club, incorporating suggestions grounded in the Ferris Five Framework.
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In 1894, as young boy, Orville Gibson, held a number of part-time jobs to fund his hobby of making stringed instruments, eventually opening his first shop. Gibson guitars have become synonymous with guitars ever since.
Learn More: About Gibson
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Gibson has always told its story through sound — and through the people who make it. Explore original video content that celebrates the craft, from iconic guitar builds to artist interviews and live performances filmed inside Gibson’s studios.
Watch Videos: Gibson TV, You Tube Channel
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Through Gibson Gazette, hobbyists can explore stories of innovation, craftsmanship, and music history — told by the very artists shaping its future.
Read Stories: Gibson Gazette
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Gibson does not offer a membership to a branded recreation club. Listen to our case study to learn more about the Ferris Five Framework and the suggestions given.
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Every year on the anniversaries of Gibson Garages in Nashville (June) and London (February), Gibson Garage Fest ensues, with activities that bring together a community of all who enjoy guitar playing and the music it gives.
Popular Activities: Gibson Guitar Fest
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Gibson designed an app that would allow hobbyists that are into guitar playing to have access to learn anywhere. With learning lessons, masterclasses, favorite songs, a digital amp feature, metronome, and more.
Explore App: Gibson Guitar App
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A space where players, collectors, and enthusiasts come together to share setups, tone tips, repair advice, and stories from the stage. It’s a living archive of experience, connecting generations of Gibson fans across genres and continents.
Join Forum: Gibson Forum
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Follow Gibson by joining one of their social media accounts to engage with the latest they have been up to.
Explore Social Media: Instagram | Facebook | TikTok | Twiiter/ X
Next case study coming soon.
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