The aim of this article is to analyze the extent to which social representations associated with three guitars that characterize rock history still influence musicians' perceptions. A text analysis of opinion forums is conducted. The conceptual framework is built upon institutional theory that is increasingly mobilized in order to conceptualize firms' strategies as well as consumption phenomena. More specifically, the concepts of myths and norms are central to the analysis. A netnography analysis shows that significant mythic guitar models shape the norms that guide musicians' opinions and perceptions. From a managerial standpoint, this implies that guitar-making cannot deviate sharply from these norms. Innovation should conform to significant myths – that is, conform to tradition.