In these early years, the Erard firm adopted a surprisingly modern approach to marketing their square pianos and piano organs. Numerous contemporary business concepts are already present, at least in nascent form. The Erards were keen to inspire brand loyalty among their customers, through the wooing of successful musicians, teachers, and dealers, and by offering substantial volume discounts. They also displayed a clear notion of customer service, providing their customers with a sort of mail-order catalogue and reassuring their clients on every detail, from the efficiency of the packing and transport to the quality of their products. The Erards even seemed to subscribe to today’s ‘the customer is always right’ attitude, complying with special requests from musicians. The amount of time and energy the Erards devoted to resolving such problems with their customers demonstrates that the notion of the instrument maker as a solitary artisan, toiling alone in his workshop oblivious to commercial concerns, is a romantic image born in the nineteenth century. The Erards were both artisans and merchants, a dual identity that was necessary in late eighteenth-century Paris, when a new consumer culture coalesced around the hundreds of boutiques of the capital.
Lacan's Sade: The Politics of Happiness
