The same is true for both brands and people. Coolness is natural and true, or it just isn’t there. The harder you try, the more you’re destined to fail. Marshall never tries. It does. It is. So they are keeping it simple, because some philosophies are simple. Some ideas are as consistent as they are simple. And from the first time Marshall made Jimi’s music louder, until today, when they make you louder, the one mantra they keep repeating is amplify.