There are instances when a piece of brand content may not allow use of your brand’s visual identity in marketing communications. If you have designed an audio identity that is intrinsically linked to your brand including its visual identity and its values, this over time will stand on its own two feet. Your audio branding will, in time, allow you to connect with your consumers through sound alone.
“When you hear the sonic signature of Shell, we’d love to think that even if you can’t see it, you can somehow visualise the Shell logo and feel the whole cachet of the brand with it”
Dean Aragon, VP Brand and CEO – Shell Brands International AG
By placing music at the heart of a brand’s eco-system, it is possible to put in place a system for generating income. The royalties associated with the ownership of music should incentivise brands to create and manage their own assets. However, long-term planning is a must and a desire to nurture and protect your brand’s musical framework is fundamental to a return on investment.
“All the classic songs you know from Disney films, we have publishing for most of the artists that we sign, as well as other songwriters that write either externally or internally for our artists or film and TV projects.”
Ken Bunt, President – Disney Music Group, Walt Disney Company
Music has the potential to become a powerful asset for a brand.
Why borrow or lease a piece of music when your brand can create something of its very own? The benefits of ownership include full exclusivity over the music, complete control over how and where the music is used and the added advantage of only having to pay once. One might say it’s a no brainer!
“Why bother licensing music when you can create a hit of your own?”
Creative director of Martin Agency, Dave Muhlenfeld, says of the “Wonderfilled” anthem that serves as the backbone of all OREO major campaigns.
Music is being consumed in more ways than ever before. If you are looking for innovation to drive the bottom line, then music could be the answer. Furthermore, if you can tap into the space where music and technology converge then you will be sure to engage and delight your consumers. First step, make a plan for an integrated innovation strategy that uses music to drive the idea.
“…the drinker is ultimately more connected to the drink, making for an exciting experience that combines flavour with sound.”
Oscar Ocaña, Marketing Director – Johnnie Walker
The key to using music strategically is to use it often, consistently and in line with your audience’s tastes and habits. Use it to drive memorability and recognition in a crowded market-place by adopting our ‘recency, relevancy, frequency’ model.
“It’s always our ambition to continue this tradition by featuring great music in our advertising that people will remember and love decades from now.”
Joe Belliotti, Head of Global Music – The Coca-Cola Company
Sound is everywhere.
Go beyond how you look and feel and begin to harness its power. Make sure you use every opportunity for music and sound to reinforce your brand and its personality. And don’t leave it to chance. Use it to connect and form long-lasting relationships with your consumers.
“Music has played a pivotal role in our stores for over 40 years and we have been at the forefront of how to integrate it into a retail environment.” Together with Spotify, Starbucks has built a differentiated third-place experience with music at the heart of its coffeehouse culture.”
Howard Schultz, Chairman and CEO – Starbucks
Its been a while but we’re back and this year rather than reviewing the annual “I’ve got a bigger budget than you” Christmas ad releases I have instead decided to give you some guest content. So starting on Monday I will be posting a series of articles from Elisa Harris, Founding Partner of CORD, called “Top 10 Benefits of Audio Branding” (TTBAB).
See you Monday.