Tagged: Audio Branding

TTBAB Number 5: CONNECT ON AN EMOTIONAL LEVEL

picture5Music is one of the most immediate and powerful means of connecting with an audience. Marketing is as much about the emotional as it is the rational. Choosing the right music for your brand will help elicit the desired emotional response from your consumers, whether that be joy or moving people to tears. The first step to using music emotively is to develop a clear musical framework. This framework will help to define how little or much you use music to drive the emotional side of your brand’s personality.

 

 

“Music has almost become the beat of how Heineken communicates and touches people around the world.”

Anuraag Trikha, Global Brand Communication Director  – Heineken

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Written by Elisa Harris, Founding Partner of CORD

TTBAB Number 3: STAND OUT FROM YOUR COMPETITORS

picture3It’s a noisy world out there, so use music to give your brand a distinctive edge.

Treating the sound of your brand as carefully as you do its tone of voice and visual identity, is key. First, ask yourself ‘is the sound of my brand intentional?’ and then ‘is it exclusive to my brand’? One role for marketing and communications is to make your audience sit up and take notice. If you create something unique that feels in keeping with your brand, you are more likely to find a clear and distinctive place within your market landscape.

“The campaign’s goal is to break through the car sales-event clutter and remind people that summer is the best time to get a great deal”

Susie Rossick, Assistant Vice President of Marketing -Honda

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Written by Elisa Harris, Founding Partner of CORD