Brands & Spotify
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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
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Posts Tagged ‘music’
Samsung music strategy
“With our music strategy we wanted to cut through the clutter and engage people on their terms, and this is exactly what we have done with the Beat show,” says Penny Welch, sponsorship manager for Samsung UK.
3.2 million video views in one month. A pretty impressive figure I must say and it once again shows the effect music branding has on social media networks.
I couldn’t hear anything
Fanta is launching a mobile campaign using ultra sounds which can only be heard by people under the age of 25. It seems to be working out. So far 400 000 teens have downloaded the application. Can you hear it!?
Read the full story
Key factors for successful sonic branding
This weekend we got a very interesting marketing study that researches key factors for success when creating and implementing a sonic/music identity. Niklas Andersson has a master of science in business and economics at the Lund University in Sweden.
You can download the full report as a PDF here.
Below are ten of the key conclusions Niklas draws in how to be successful when establishing and implementing your sonic/music identity.
1. Knowing your brand identity, i.e. knowing who you are before trying to convince consumers of who you are, through sonic branding.
2. Conducting a deep and thorough analysis, prior to engaging in the creation of a sound identity; investing sufficient enough of resources for this to be made possible
3. Understanding that when determining core values, tied to a company´s or brand´s identity, one must also include a consideration to them being suitable, as far as being possible to clearly and distinctly recreate as music and sounds
4. Gaining knowledge of the tastes and preconditions of certain targeted groups
5. Differentiating the transmitted core values of a sound identity from that of competitors, so that it can become clear and unique
6. Understanding that certain core values, when attempted to be translated into music and sounds, may lie very close to being perceived in a completely different, and perhaps greatly undesired way.
7. Reaching internal conviction within companies, of the reasons for a certain sound identity´s components and attributes. If co-workers are not entirely convinced of the cleverness and importance of its sound identity, they may reject it and in so increase
the risk of it rather weakening as opposed to strengthening the image of the brand
8. If possible, conducting consumer tests prior to the implementation of a sound identity, testing its perceived values by measuring emotional association
9. Enabling a sophisticated marriage between sonic and visual attributes; in so creating the sense of overall aesthetic appeal
10. Reviewing and, if needed, modifying a company´s sound purchasing strategy, in so possibly saving large amounts of resources, as well as increasing the chances of creating a unified sound identity
Michael Jackson - The king of artist endorsement
Michael Jackson was not only the king of pop. His groundbreaking endorsement deal with Pepsi Coke in the early 1980s still should work as a reference for brands taking the logic next step in to music. Respect!
Read the full story: http://www.reuters.com/article/musicNews/idUSTRE56252Z20090703
Melody moves
I am currently writing on a book entitled…da da dah…Sounds like branding! A lot of great inspiration comes from brilliant marketers, thinker Seth Godin. Check his fun post below on how music creates movements and check this video.
seth godin
Jakob
Music branding is the key to social networks
Traditional marketing is dying. Studies show that 75% actively avoid all type of advertising. Whether it’s on TV, billboards or the Internet. The audience is increasingly more and more fragmented, more critical and harder to reach. At the same time people are spending more time on social media networks. Places where music is an engine for interaction. Could music branding be the golden ticket for tomorrow’s marketers?