Tagged: Sonic Branding

Happiness gets a little intense with Coke

When it comes to audio branding there isn’t much that Coke has not excelled at. From its multicultural anthem about buying the world some fizzy pop through its omnipotent open happiness, the vegetable flavoured soda pop has long understood the power of music to sell. So with a new marketing strategy doing the rounds its no surprise that they are dancing to a new tune.

I have no idea what the brief was for this but what they have created feels a little miserable for a brand known for preaching happiness. Rather than worry about whether images of protest communicate joy and togetherness, lets focus on the music. Well my response there is pretty much the same. I’m sure someone will do some nice piece of research that says the new aggressively happy Coke has changed perceptions, reached out to the millennials and made Coke the drink of the bearded wonders but it just doesn’t feel right. Coke is generic and that is not a bad thing, so this attempt to create communications that exclude rather than embrace audiences feels a bit wrong.

I guess you have to admire the bravery but being brave doesn’t make you right.

While we wait for the outcome here’s something that is happy.

ALL ABOUT THAT DATA: Havas and Universal Music work together to build big spreadsheets

 havas-advertising-newUniversal Music Logo
Welcome to 2015 the year in which music and brands will finally work out who wears the trousers in this relationship. To begin the year we have the news that Havas and Universal Music have agreed to have one leg each.

This one has been bubbling under for a while, since Vincent Bolloré, head of the Bolloré family, the largest Havas shareholder, became chairman of Vivendi, owners of Universal, it seemed like a logical move for both businesses. Whether this was all worked out over dinner at Chez Bolloré, Havas’ chairman happens to be Yannick Bolloré, son of Vincent, or through some in-depth analysis of the music and brand market and a realisation that it lacked a super power, I will never know but it is probably the biggest commitment to cooperation we have seen so far.

So what is it all about? On the face of it and if you read the various press releases the whole thing is about data, lots and lots of data, I’m not going to say BIG DATA (doh!) as that is so 2014. They have even managed to sneak the word data into the collaboration’s name – THE GLOBAL MUSIC DATA ALLIANCE – which I think should be shortened to GLOMUDA for no real reason. There is loads of talk about combining all the numbers that both sides gather on their audiences and using them to work out better ways of combining music and brand to everyone’s benefit. At this stage then the focus is very much on building some really enormous databases and working out some spectacularly complicated algorithms to make sense of them. This kind of analysis will help prove the case for music and brand relationships of all shapes and sizes and I guess it will not be too long before GLOMUDA (trademark pending) becomes self-aware and Ed Sheeran is being hunted down by a cyborg from the future.

For music and brand geeks the GLOMUDA is an exciting project between two real powerhouses in their industries with the very highest level of executive backing. Where I think the real potential for this relationship will be is in a year or two’s time, once they have enough data to create accurate insight into music and consumer trends. If they take this insight and use it as a starting point for some outstanding and innovative creative work then Universal and Havas could be building a market leading platform. But it is just the starting point, both sides will also need to invest heavily in creative talent as translating insight into inspiration is the true key to success.

In the past partnerships like this have not worked as one side saw it as a bit of fun while the other considered it a way to get someone else to pay the bill. This partnership, however, could change that simply because of its scale, the board level support should ensure that the Havas agencies function collectively rather than competitively when it comes to music projects while Universal has a pretty progressive view of brand relationships. Plus if all else fails Mrs Bolloré can always step in and sort things out.

So to start 2015 we have a biggie and one that we will need to observe throughout the year, if anything so we can see what impact GLOMUDA has on Music Dealers (Havas) and Globe (Universal).

Here are links to the Havas press release and coverage in AdAge:

Havas press release

Adage: Bands and Brands: Universal Music Partners With Havas

UPDATE: Well it didn’t take long for someone to ruin my BIG DATA avoiding 2015. This article on mediajobs.com gives a more cash focused reason for why HAVAS + UNIVERSAL = DATA, DATA = CASH.

Sennheiser tickles your fancy with a bit of chase me

How to market headphones

OPTION 1 – BIG BUDGET

1. Get a bit name celeb, ideally a sports star, to wear your headphones wherever they go.

2. Put a big name sports star in a really long music based ad, aka a music video.

3. Make the headphones really expensive.

4. Give your brand a sub-title featuring a hip hop star name.

OPTION 2 – LITTLE BUDGET

1. Try something creative.

Looks like Sennheiser have gone for option 2. Their products are not known for their bling value and so they have relied on things like sound quality and build to get them fans. In their latest marketing campaign they are trying to add some sex appeal, I’m not sure if you are into little moustachioed man dressed as headphones while he caressing a big ear. It is nice to see Sennheiser trying something different in the massively male focused world of big headphones for its launch of the Urbanite product line, lets hope it works as I’ve always thought they were way better than many big name medically backed products.

To build on the fun fetishistic ads they have also added a social campaign called “The Golden Ears“. Basically you use your Twitter, Facebook and Tumblr account to access the location of one of the Golden Ears in London or New York. Run like the wind to the location, find the Golden Ear and boom you get a lovely pair of £200 cans. If you get there a little late then you can still win by posting an Ear Selfie on Instagram. Its pretty simple, its not the most original idea but its simple and fun so it deserves some love and maybe a some “forbodan pleasure”.

Fun and nicely integrated, the campaign chips away at Sennheiser’s grey plastic image. It is always nice to see something different in the headphone space, Beats has become such a juggernaut that it is difficult for other brands to push to the front of the queue and it is also good to see something that doesn’t focused on the intensity and pain of being massively rich and famous.

If you have nothing to do this week and fancy winning some nice cans click here, take a photo of your ears, you know they are sexy (said in pseudo sexual German accent).

 

Hudl round for some happy sounds

WARNING: ADVERTORIAL (My version of it)

It is rare that I get a chance to showcase creative work that I’ve delivered for a client. As I’m not a musician or sound designer all my work is done in the shadows so I wanted to share this recent work for the new Hudl 2 tablet from Tesco. The device has been getting a lot of rave reviews since it launched a couple of days ago and a lot of them have focused on the physical design, which is impressive. What people have not yet talked about is the audio experience of the new Hudl.

The Tesco Connected Devices team were very thorough in their approach to creating the Hudl experience and left no stone unturned in making sure everything communicated the values of brand and the purpose of the device. A key part to this communication are the sounds that the device makes as it does its thing. Not happy with the stock Android sounds they instead chose to create a unique sound world for the Hudl so that what the user hears matches what they see.

I was lucky enough to work closely with the device development team to create the sound of the Hudl. They embraced the whole process of translating the brand and user experience into sound and with the composition and sound design talents of Paul Sumpter of The Futz Butler we made the Hudl brand sing (and beep). The best thing about it was that rather than explore the safe and the average we were given the freedom to really experiment, you can read more about Paul’s work here and watch a video of him smashing things up in a calm and non-aggressive way.

A lot of the sonic branding created today is bland and generic because while its starting point is one of exploration the end point is usually one of mediation. For the Hudl sonic branding the aim was to simply communicate the brand and with that in mind we were allowed to focus on creativity and values rather than compromise.

I’m really proud of the work and I want to give huge thanks to the Joe and Danny from the Hudl team for their commitment to eating stinky lunches in the studio and allowing us to experiment, Martin Lawless for his amazing insight into the Hudl brand and reflections on the Hacienda days and Paul Sumpter for his superb creative work and comfy packing crates.

The best way of checking out our work is of course to go and buy one and if you want to learn more about how we created the sound of the Hudl or want to know more about sonic branding feel free to contact me.

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Would you like Gaga with your fries? McDonalds doing some music stuff

McDonalds logoMcDonalds are doing some more music stuff. That’s about all we know at this time apart from it has something to do with their big digital push. In probably one of the most lacking bits of reporting for some time various marketing blogs are reporting that McDonalds are doing some music stuff and far be it from me to not join in the party. There is not really very much detail on what is going to be on offer. 

In the not so distant past McDonalds did some work with Music Dealers around the Winter Olympics and then there was that time on band camp… I’m really sorry but all I can tell you at this time is that there is a big digital push that will bring together loyalty, mobiles and music. McDonalds certainly knows the power of music so I would expect something significant to be in the offing. 

Here is how The Drum and Marketing Week are reporting it.