Eurobest slideshow presentation
Here are some slides from last month’s Eurobest presentation:
Categories
- Brands
- ABSOLUT
- Absolut Icebar
- Adidas
- Ambush
- Audi
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- Converse
- Diesel
- Disney
- Dove
- Fanta
- Fiat
- Green Label Sound
- Heartbeats International
- Heineken
- HP
- Intel
- Kodak
- Levi's
- Lexus
- McDonalds
- Midem
- Mountain Dew
- Nickelodeon
- Nielsen
- Nike
- Nokia
- Old Spice
- Pepsi
- Pirate Bay
- Polaroid
- Red Bull
- Samsung
- Smirnoff
- Spotify
- SXSW
- T-Mobile
- TDK
- Tipp-Ex
- Uniqlo
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Brands
Eurobest videos
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
New white paper - Social Music Revolution
You are probably already aware that the social media network platforms will be of greater importance in your brand communication in the future. The questions are: How do you enter into this market of dialogue? How do you market in a digital culture where traditional advertising doesn’t work? How do you engage your customers and transform this engagement into business for your brand? Could music branding be the key to unlocking the potential of these platforms?
Are musical tastes genetic?
A recent study on twins by Nokia and professor Adrian North reveals that 50% of our musical taste is predetermined. Watch this!
Heartbeats Session in Tokyo
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.
Taking the risk out of music
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.
#4 EXCLUSIVITY (4Es of music branding)
When in Tokyo I recommend a visit to a ‘Pachinko hall’. It’s a type of game hall with vending machines and a games called ‘Pachinko’. The sound wave when entering is shocking - your senses are literally bombarded by flashing lights, spinning wheels and hysteric techno music. What fascinates me is that the people don’t pay any attention to all the noise and flashing lights anymore but just sit quietly playing their game. They have become numb and have learnt how to screen out all the messages and focus on their interest.
The Pachinko halls work as a metaphor for today’s market place. More and more brands compete for our attention but we pay less attention to them. Statistics show that more than 20 000 new brands are launched every year but only a few survive the two first years. Research tells us that we are confronted with more than 2500 advertising messages on a daily basis, but only remember around 8% of them. An ANC Nielsen study shows that we only remember in an average of two of the advertisements we’ve seen in a day.
In a reality that increasingly resembles Tokyo, the need to differentiate your brand and take a unique and exclusive position in the mind of your audience is more important then ever. Sound and music here play a great role especially as a tool to create consistency in how the brand sounds on the different platforms of contact with the customer. A sonic identity can be created (an audio version of the graphic identity) that defines how the brand sounds and this is then activated as a sound logotype, in-store music program, presentations and hold music. In this way you can hold the customers’ attention also when they are not looking your way and create a more unique brand experience and exclusivity.
There is of course a reason why Coca-cola has worked with sonic branding for more than 20 years, and everyone recognises McDonalds ‘Da da da da dah, I’m loving it‘. Research from Dr Adrian North of Leicester University shows that it’s working; brands with music in their brand identity are 96% more likely to be recalled then those without (or non-fitting music).
Workshop at Eurobest, Amsterdam 25th Nov
Be sure to check out this year’s European advertising festival Eurobest in Amsterdam 25-27 November. Many interesting speakers, seminars and people. Heartbeats International will host an exclusive workshop on the 25th, outlining the principles of music branding and the future to come. See you there?
More details about the workshop: