Posts Tagged ‘sounds like branding’
- Monday, August 22nd, 2011
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
Read more here.
Order Sounds Like Branding at Amazon.co.uk
About the Monocle Weekly
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.
Tags: jakob lusensky, Monocle, music branding, Robert Bound, sounds like branding, The Monocle Weekly, Tyler Brûlé
Posted in Branding, Marketing, Music, Uncategorized | 199 Comments »
We know that music means a lot to people. Recently the report ‘Uncovering a musical myth’ let us know that people rank music as more difficult to live without than sports, movies and newspapers. Thanks to a recent Heartbeats Creative Council member survey, we now also know that people listen to music at least once a day. Further, that more than 9 out of 10 respondents search the web for new music and artists every month and that 92.4% are positive towards brands collaborating with artists.
The results show that 32% of the respondents listen to music 4-8 hours per day, 7.5% for more than 8 hours and just as many for almost all the time they’re awake. 20.7% listen to music between 2-4 hours per day. Only 5.6% listen to music for less than an hour, and unsurprisingly, no-one says they do not listen to music.
HOW MANY HOURS DO YOU LISTEN TO MUSIC PER DAY?
We also wanted to know more about the respondents online habits in regards to looking for new music, and asked them about it. The survey results show that as many as 96.3% are actively looking for new music and artists online each and every month. 32% say they spend more than 10 hours a month and as many as 18.8% say they spend at least an hour a day online, searching for new music and artist on the web.
HOW MUCH TIME DO YOU SPEND SEARCHING FOR NEW MUSIC AND ARTISTS ONLINE?
81.1% further say they have discovered new music and artists through a brand (through a campaign or TV-commercial or through a music site provided or sponsored by a brand such as Electronic Beats, Converse Music and Noisey.com).
MORE THAN 8 OUT OF 10 DISCOVER NEW MUSIC AND ARTISTS THROUGH BRANDS
What about people’s approach to brands collaborating with artists then? Well, we asked the respondents about their opinion on this matter and the results show us that the vast majority are positive. As many as 83% say they are “really positive, as long as the brand and the artist match”. Almost 10% went as far as to say “it’s a must if the music scene is going to survive”. Only 7.5% say they think it would be better without brands supporting artists. No one agreed with the statement that they wouldn’t listen to artists connected to a brand. Music truly means a lot, and the attitude towards brands supporting, promoting and exploring new artists and music is almost all good.
MORE THAN 9 OUT OF 10 ARE POSITIVE TOWARDS BRAND AND ARTIST COLLABORATIONS
Besides getting to know people’s listening and searching habits in regards to music, as well as their opinion of brand and artist collaborations, we wanted them to let us know which global brands they think perform the best in regards to the artist collaborations (in any kind of way, i.e. using artists in campaigns, sponsoring them, etc.). We also wanted the respondents to tell us why they picked the brands they did.
Red Bull clearly got first prize due to its Red Bull Music Academy. To quote one respondent, “Red bull with its academy is the best example ever, it’s really involved in discovering new talent but also in pointing out the experience of old school artists, and it’s global.” The first runner up is Coca-Cola, mostly due to the beverage brand’s collaboration with K’naan, and Converse. Close behind was Apple, Pepsi, Adidas, Levi’s and T-Mobile.
The tag cloud is to scale and shows you which global brands the respondents think perform best in regards to artist collaborations.
About the survey: The respondents in this survey are members of Heartbeats’ ambassador program, Heartbeats Creative Council. The members come from all over the world and are aged between 22-70. Many of them are of course interested in music, and some even work with it, but many work in a variety of other fields such as medicine and healthcare, design and marketing.
Three of the respondents were in the running to win the book Sounds Like Branding, recently internationally released. The lucky winners are Jimmy O’Mahony, Jonathon Singleton and Rodrigo Chamis.
Note: The results do not sum up to 100% due to rounding, and some questions have been asked as multiple-choice.
Tags: artist collaborations, Brands & Music, music branding, sounds like branding, uncovering a musical myth
Posted in Uncategorized | 1,778 Comments »
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.
Order Sounds Like Branding at Amazon.co.uk
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!
Tags: Bloomsbury Publishing, jakob lusensky, music branding, SLB, sounds like branding
Posted in Branding, Music, Uncategorized | 120 Comments »
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!
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.
Tags: Bloomsbury, jakob lusensky, music branding, sounds like branding, the music stairway
Posted in Marketing, Music, Uncategorized | 103 Comments »
- Wednesday, June 15th, 2011
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.
Order Sounds Like Branding at Amazon.co.uk
For more info about the book, check out The Book page.
Tags: Heartbeats International, jakob lusensky, music branding, music strategy, sonic branding, sound branding, sounds like branding
Posted in Marketing, Music, Uncategorized | 3 Comments »
- Wednesday, April 6th, 2011
The Swedish version of Sounds like Branding has been reprinted in a paperback edition by Swedish publisher Norstedts, and is available for purchase here. Bloomsbury Publishing Plc (A&C Black Publishers Ltd) plan to publish the book in the UK on the 18th of July. The book will also be released in South Korea by Acorn Publishing this Autumn.
For more info, subscribe to our latest news (up to the right), or just continue keeping an eye on this blog.
Interested in the English beta version of the book? Subscribe here or download it here.
Tags: A & C Black, A&C, acorn, Bloomsbury, sounds like branding
Posted in Branding, Marketing, Music, Uncategorized | 114 Comments »
- Wednesday, February 9th, 2011
The international version of Sounds like Branding is licensed by publishing company A & C Black Publishers in UK, and Acorn Publishing in South Korea. In South Korea it will most likely be released in June, in Europe, US and the Commonwealth in July.
For more info, subscribe to our latest news (up to the right), or just continue to keep an eye on this blog.
Interested in a beta version of the book? Subscribe here or just download it here.
The Swedish version of Sounds like Branding is available for purchase here.
Tags: a & c, A&C, acorn, sounds like branding
Posted in Arts & entertainment, Branding, Marketing, Segment, Uncategorized | 131 Comments »
- Thursday, December 9th, 2010
In a previous post, our friends at Splatter highlighted the benefits of brands involved with music festivals. Here they share some advice on how to make the best use of festival funding.
As Splatter mentioned in their previous post on Sounds Like Branding, brands can gain pretty much from being part of a music festival, e.g. engagement, storytelling, sampling opportunities and so forth. It is however up to the brands and their agencies to make the best use of a sponsorship and turn the fans into customers (or customers into fans, as we say at Heartbeats).
The obvious question for a brand wanting to leverage off the passion created by music is: How do they pick through the options and ensure marketing spend is effectively used?
According to Splatter, you should:
1. Ensure that involvement in a music festival or music festivals is a part of a broader music based strategy. The consumers will smell the lack of authenticity if your presence at a music festival (for cool cred) isn’t backed up by relationships with artists, fans, online leverage, great use of music in retail A-T-L that incorporate music in some creative way.
2. Work with a specialist that understands the market place and actually knows everything about the festivals, the music, the fans and the brands. There is a huge difference between the quality of festivals on offer, and you will save time and money by speaking to people that already know.
3. Work with only established events (or at least credible and authentic ones, according to Heartbeats). If a promoter comes to you with a grand idea to run a festival, but they have no history of doing credible events, then be very cautious.
4. Ensure that you have a plan for your participation involving detailed pre, onsite and post event creative, planning and execution. Leverage every step of the way. Get as much access to artists as possible, ensure you can use the festival in your own brand stories, get involved in the pre-event marketing campaign. Do some marketing of your own. Create content during the festival and spread it afterwards. Look for multi-year relationships, so you can build your brand alongside the festival as it grows.
5. Get creative. If you think that slapping some logos around the festival grounds and having hot girrrrrlls in short skirts handing out samplers is all you have to do once you are at the festival, then think again. Creative and useful experiences allied to pre-event participation and continuous conversations can turn festival sponsorship into something truly valuable.
6. Ensure you have pre-agreed metrics so you can measure your investment ROI.
So, which festival would fit your brand you think?
Tags: brands and music, festival funding, festival sponsorship, Heartbeats International, marketing, music and marketing, music branding, sounds like branding, splatter, split works
Posted in Arts & entertainment | 54 Comments »
