a great place to play

Traditionally, Yamaha ads have always drawn attention to musical instruments. The new brand positioning of Yamaha Music Schools in Singapore for 2005 takes the Yamaha brand to the next level, and it was critical to ensure that the message communicated would not dilute existing brand values but reinforce it; and that it should cut across all genres, genders and generations.

The strategy that was developed focused on the idea of “play”, a theme that is universally recognized and embraced. Also, as with most musical instruments, they are played. Given Yamaha’s rich heritage and strategic locations islandwide, these were aligned to develop the main brand belief of “a great place to play”.

There is always an inner child in all of us; and most people have alter egos (i'm a perfect example), and Yamaha understands this evolves to a passion for music and the need for expression.

Ignite your passion in music, much like how a fire is ignited.

Cheesy. but i can't help saying it. ugh.