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
Everyone who has ever worked with music knows how time consuming the process can be; from subjective music selections though to negotiations over rights and terms. Audio branding means putting in place a system for managing a brands sound. First step, define some creative guidelines for how your brand stakeholders will search and select music in the future.
“Many CMOs can talk about how important music has been to their campaigns, but for me, it has been a soundtrack to my entire career … at Fiat or Chrysler, music won’t ever be a finishing touch. It will always be a core of the idea.”
Olivier François, CMO and Head of Fiat brand – Chrysler Group and Fiat Group Automobiles
Music 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
It’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