Steinway & Sons is not simply a piano brand. It is the piano: the instrument by which others are measured, with almost two centuries of craft, obsession and cultural authority behind it. But for all its pedigree, the brand’s communications no longer reflected the emotion, aspiration or relevance of the product itself. The challenge was not to reinvent Steinway, but to close the gap between what the brand was and how it was showing up to a modern audience.