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Everyone from beginners to hobbyists to the world’s most acclaimed artists and performers have used Fender instruments and amps, in the process making the Company not only a revered music industry name, but also a cultural icon.


An icon generates strong responses in people, it often stands for a group of values, it reflects forces of its time, it can be reshaped or extended by imitation, and it often breaks down barriers between people.


The most successful icons rely on an intimate and credible relationship with a rebel world. They shape the marketplace, create an identity, and most importantly,

They build hope and tap into dreams.