Listug: Celebrity product placements build cumulative brand equity, not direct sales
Kurt Listug · Taylor Guitars: Kurt Listug and Bob Taylor. From $3,700 Shop to Global Icon · Jan 26, 2026 · at 40:44
Kurt Listug, co-founder of Taylor Guitars, reflects on the marketing value of building Prince's famous purple acoustic guitar used in the 'Raspberry Beret' video.
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“And you know, things like that don't directly impact sales. It's more like an impression, and all the impressions add up over time.”
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“We had to borrow the money from our folks, but actually, we didn't find out until after we bought it that it didn't include the name. We found out as soon as we signed the papers that we weren't getting the name and then we weren't going to have the phone numb…”
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“I came to the conclusion that actually, we should actually employ everyone rather than, you know, their commission when they finish work by the end of that year. So having to pay everybody every week. You know, two and a half months later, we were out of money…”
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