GREG BENNETT - For almost 40
years Samick has manufactured product for the leading brand names in the guitar
business. In the process, we learned a great deal about not only what goes into
a great guitar, but how to produce it at an affordable price. We also realized
that the ability to produce quality product at an affordable price was only half
the equation. There needed to be an all out effort to develop a powerful new
identity for the product and our company.
We needed an entirely new line. For this enormous task, we called on Greg
Bennett, an industry marketing and design veteran of almost 30 years. Greg’s
experience in high level marketing positions with the industry’s leading
manufacturers and retailers, coupled with a formal design and performance
background, made him uniquely qualified. The challenge was to take the majority
of credible design or style categories and design product that in effect paid
tribute to the original designs while creating a new and unique perspective.
Players want to have something special or unique, but they want it to have a
familiar feel. Because of the sheer scope of the project, there needed to be an
intense point of view in order to create a sense of continuity across the entire
line. The designs were conceptualized, designed and refined in Greg’s studio in
Nashville. Once the designs were completed, the challenge shifted to sourcing
and manufacturing. Professional caliber electronics and hardware as well as
distinctive tone woods were sourced from exotic locations over the entire globe:
ovangkohl and ebony from Africa, rosewood from India and rock maple from North
America, pickups from Duncan™ and Fishman®, tuners by Grover™ and bridges by
Wilkinson™. We performed a complete upgrade in wiring and onboard electronics.
The acoustic guitars also received a thorough structural overhaul. Finally the
instruments were set up and inspected before going out to the player. This has
truly been a labor of love for both Greg and the people at Samick.