Thank you everyone for showing up at this weeks Eurobest Amsterdam. Enjoyed our conversation and here is as promised a Youtube playlist with the videos from the presentation. More to come soon.
http://www.youtube.com/view_play_list?p=C574AAD579978D5E
Here are some pictures from the last Heartbeats and Sounds like branding session in Tokyo.
And if you prefer video you can experience a little mash-up of it below.
Brands and bands have been bedfellows for generations, sometimes uncomfortably. We speak to Sarah Tinsley from our Heartbeats network to find out how we can de-risk working with music by applying a more rigorous insight and planning process.
Japanese people are much more sophisticated than us. You would not want to experience the embarrassment of the person next door hearing what you are up to, right? That is why the Japanese toilet has a built-in sound effect of water flushing. Smart, huh?
Sorry for the silence. We did some recordings of fun and interesting sound and music experiences this week in Tokyo. First out our own little pachinko experience. So is this the market place of tomorrow? How do you wake them up? More movies coming up this week.
Many of us who studied marketing are familiar with McCarthys marketing mix. How his four Ps and the right ingredients of product, price, placement and promotion help to position a brand on the market. Fifty years later and still many marketing departments follow a model that was meant for a world before branding, new technology and hyper competition changed everything. Don’t get me wrong, the four Ps still work great for products but in today’s world where a company selling experiences, association and lifestyles more and more, this model is long since outdated.
Branding today is about positioning a company in the mind of the target group. Companies today focus on building a more emotional and exclusive brand that offers an experience that engages their audience. This is what I named the four Es in brand communication. Just as in McCarthy’s model, each brand needs its own unique recipe. How these ingredients are to be mixed depends on what type of brand it is and in which segment it’s active. For a brand with retail stores the experience is probably more important than for an Internet brand where perhaps engagement is in focus.
In the following four posts I will present how the four Es model works in music branding. How the right music mix helps a brand to be more emotional, engaging, experience based and exclusive. I will start next week with the first post on emotions.
Sounds Like Branding the book is released in Scandinavia in February 2010. Written by Heartbeats International founder Jakob Lusensky, it’s the first in the field of music branding. It tells an exciting story about how brands became record labels and consumers turned into fans. It also presents the models and tools at hand to work with music branding in practice.
The publisher is Norstedts, Sweden’s oldest publishing house, founded in 1823. Together with Swedish online book store Bokus we now let you choose the cover for the book (only the Swedish version…).
Discussions are being made with various international publishers and an english version is planned for later on in 2010.
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Sound moves. Not only is online music service Spotify a cool hit with band fans, it’s catching on with brands too. Read the full article by By Simon Fuller on the great new marketing blog brand-e.biz