The Cable Choice of Professionals

From the beginning, Noel Lee worked with top musicians, producers, and engineers to create the first premium pro audio cable line. At the company’s 35th anniversary, the iconic line was redesigned with Neutrik connectors featuring an enhanced strain relief technology. Along with the product refresh, the entire category was overhauled with a new global go-to-market strategy.

Noel Lee with Stevie Wonder

Noel Lee with Stevie Wonder

The marketing was to focus on creating awareness of the new line and demystifying the company’s proprietary technology. We created educational material and sales tools kit to support training. The social media campaign revolved around re-engaging the original Famous Monsters and growing the roster with younger emerging musicians and producers.

PRODUCT DESIGN

The Prolink line had been known for a poor cable strain relief.  To remedy this, Monster worked with Neutrik and created a custom collet system that eliminates stress to solder joints. The result was almost a 100% drop in the return rate for shorted cables.

With the new connector design in place, I minimized the product line to create an easily managed mix of high-velocity skus, focusing on three main application specific cables tuned for electric, acoustic and bass instruments.

PRODUCT DESIGN

The Prolink line had been known for a poor cable strain relief.  To remedy this, Monster worked with Neutrik and created a custom collet system that eliminates stress to solder joints. The result was almost a 100% drop in the return rate for shorted cables.

With the new connector design in place, I minimized the product line to create an easily managed mix of high-velocity skus, focusing on three main application specific cables tuned for electric, acoustic and bass instruments.