Monocle’s editor in chief Tyler Brûlé and culture editor Robert Bound speak to Jakob Lusensky about the book Sounds Like Branding and the relationship between music and marketing.
Listen to the Monocle Weekly, edition 113, online or download the programme here and you’ll hear Monocle’s editors, amongst them Tyler Brûlé, speak with Jakob Lusensky on how music and marketing have blended together, how it has affected artists, the future for music branding, and much more (if you want to go directly to this, skip to 38:00).
About the book Sounds Like Branding
Sounds Like Branding is an ‘ear-opening’ journey through the history of music and marketing, from the humble jingle and the arrival of Muzak to Michael Jackson’s groundbreaking association with Pepsi in the 1980s and music branding embraced today by global brands such as Nike, Starbucks, Levi’s and Coca-Cola.
“Jakob Lusensky has done a great service to all marketers by writing Sounds Like Branding. Every company should have a music strategy. Some do; most don’t. This book shows you how. It’s a five step programme – a very short stairway to heaven.” Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
The Monocle Weekly is a mix of smart discussion, previews, field reports and feature interviews. From Monocle’s studio in London and their bureaux in Tokyo and New York, Monocle’s editors focus on the stories shaping the week ahead.
Culture editor Robert Bound is a regular with his weekly playlist of artists established and obscure and editor Andrew Tuck is at hand to moderate debates and pull in contributions from our correspondents in far flung corners of the world. The Monocle Weekly is hosted by editor in chief Tyler Brûlé.
Today marks the international release of the book Sounds Like Branding, published by Bloomsbury Publishing Plc (A&C Black Publishers Ltd).
“Jakob Lusensky has done a great service to all marketers by writing Sounds Like Branding. Every company should have a music strategy. Some do; most don’t. This book shows you how. It’s a five step programme – a very short stairway to heaven.”
- Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
Sounds Like Branding is an ‘ear-opening’ journey through the history of music and marketing, from the humble jingle and the advent of Muzak to Michael Jackson’s groundbreaking association with Pepsi in the 1980s and the music branding embraced today by global brands such as Nike, Starbucks, Levi’s and Coca-Cola.
Interested in a sneak preview of the book? Download a free excerpt of Sounds Like Branding and read about why you should market your brand through music, the music stairway, strategies for working with music and more!
The book Sounds Like Branding is an ‘ear-opening’ journey through the history of music and marketing, from the humble jingle and the advent of Muzak to Michael Jackson’s groundbreaking association with Pepsi in the 1980s and the music branding embraced today by global brands such as Nike, Starbucks, Levi’s and Coca-Cola.
Interested in a sneak preview of the book? Download a free excerpt of Sounds Like Branding for a tweet and read about why you should market your brand through music, the music stairway, strategies for working with music and more!
Get a free excerpt
Sounds Like Branding is published by Bloomsbury Publishing Plc (A&C Black Publishers Ltd) in the UK on the 18th of July and can be pre-ordered below. Order Sounds Like Branding at Amazon.co.uk
For more info about the book, check out The Book page.
Everyone loves music, but not everyone loves advertising. Faced with increasingly impatient and fickle customers, some of the world’s most famous brands have been turning to music and artists to engage the public in a way they could never do alone. Why? Because music speaks to our emotions, brings people together and starts conversations. If used correctly, it can turn a one-off purchaser into a loyal fan.
“Jakob Lusensky has done a great service to all marketers by writing Sounds Like Branding. Every company should have a music strategy. Some do; most don’t. This book shows you how. It’s a five step programme – a very short stairway to heaven.” - Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
Bloomsbury Publishing Plc (A&C Black Publishers Ltd) will publish the English version of Sounds Like Branding in the UK on the 18th of July.
Interview Magazine gives us this interview with ‘hip hop’s newest name’ Theophilus London. London has been doing it the way we’ve talked about for a while, i.e. working with brands as the new record labels…
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POLLOCK: When you say your brand relationships, you’re talking about Bushmills and Cole Haan?
POLLOCK: What’s it been like working with them and rising at the same time?
LONDON: It’s such a new idea, because you’re supposed to rise first then all that shit comes. Like, “Oh this song is hot. Let’s put it in a commercial.” But I got these deals before I was a household name to the masses, not just to the progressive people that know me. It’s about the fucking people who are chilling in this pool right now. They get to know me because of a commercial or a billboard in New York City. It’s such a new idea. I’m building a new business model for artists who want to do this after me—artists that haven’t even put an album out yet. I put an EP and three mixtapes out. I didn’t know that was the path I was choosing. And I’m really cool with ladies, so if it’s a lady in charge of the brand, then, yeah, I’ll get the deal. You know, in a business way.
Those of you who follow us regularly have probably seen the video of London spontaneously performing ‘The Brand Song’ backstage at SXSW. Those of you who haven’t, check it out.
The Music Void interviews media-futurist, blogger and strategist Gerd Leonhard on how the web has changed the media industry, as a whole, altered content and how content is now consumed. Gerd Leonhard also talks about file-sharing, how people discover new music in an ever-changing music landscape, and the key difficulty in separating the good stuff online from the junk.
Watch Gerd Leonhard and Jakob Lusensky, CEO at Heartbeats International, chat about the media of the future and what we can learn from the days of Gutenberg here.
Sounds Like Branding presents Heartbeats In Conversation With, a series of short conversations on relevant topics for marketing and communication. First out is a conversation between Heartbeats’ CEO Jakob Lusensky and Gerd Leonhard, media futurist and CEO of The Futures Agency. Watch them talk about the media of the future and what we can learn from the days of Gutenberg.
Sounds like Branding (How to use the power of music to turn customers into fans) is the forthcoming book by Jakob Lusensky, CEO at Heartbeats. The book takes you on an ear-opening journey through the history of music and marketing, from the humble jingle and Muzak to today’s music which is blurring the line between brands and bands; making brands in to the record labels of tomorrow.
About the book Sounds Like Branding
The book Sounds Like Branding is an ‘ear-opening’ journey through the history of music and marketing, from the humble jingle and the advent of Muzak to Michael Jackson’s groundbreaking association with Pepsi in the 1980s and the music branding embraced today by global brands such as Nike, Starbucks, Levi’s and Coca-Cola.
