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The Les Paul Skill Check

Gibson Guitar GmbH, Shazam Entertainment Limited

Issue 36 | September 2015

Background

Epiphone by Gibson made guitars including the legendary Les Paul, played by legends like Slash, Jimmy Page and John Lennon. Now there was a new Signature edition, designed by Bjo¨rn Gelotte, guitarist in top Swedish band In Flames.

New guitars are not cheap. Also, a Les Paul lasted forever. So the challenge was to raise interest and drive sales of the new model.

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