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Branding     
 
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Use Of Music In Branding
Posted By: jeff on 12/14/2006 7:09 PM (CST) 125 Points
What are the most important things a brand needs to know about music?

Posted by: KathySmithFilms* Member Response
12/14/2006 9:35 PM (CST)
jeff,
Make certain your music enhances the quality of communication. Sound is a by-product of communication. Once you have done what is needed technically and applied the tools of your trade, just know that the final product must communicate to the degree that we (your audience) don't notice the technical. Sometimes the music is one of the characters and blending with your brand; truly augmenting your delivery to another level. If you are working in media, the music is added in post production where you can create original or buying from the artists' library, etc.

Kathy
 
Posted by: W.M.M.A. Member Response
12/14/2006 11:04 PM (CST)
a brand shouldn't know anything about music. The brand is only what the public believe about you, your products and services and company. Your agency needs to know about music. And music that is important to your market. You play the wrong somg...in the wrong tempo...or format...hang on for a long ride. You don't want Brittney Spears singing La Trattoria. You don't want her, at all. Your producers can help you with that. I know at White Mountain, we like to work with folks seeking to embrace a mucical compone to their brand.

Give us a buzz...let's talk.

Randall
WMMA
 
Posted by: rjohnni Member Response
12/15/2006 1:00 AM (CST)
Brands should have a little knowledge about how it sounds. Hears. Don't we all love to listen to music? Same with listening to brands too. Its more than just musical notes, its about how your brand sounds. The lil lilt, the barritone voiceover, the sultry come hither right now closing...

Either you plan your signature tunes...or you acquire a signature tune that was once used as a one off: got huge response from the market, universe start refering to it as a TUNE of your brand. pronto. As randall said, be careful about the apparitions that Aguilera can bring in. A young contemporary brand may not SOUND like 60s retro. And a classic old brand cannot go gangsta! unless it is part of the brand revamp plan.

And, of course people do refer to them at some level of recall. So listen.


 
Posted by: ladams Member Response
12/16/2006 1:49 PM (CST)
As a musician and marketing professional, I may be a bit biased, but I think it is appropriate for a brand to know something about music. To me, it is an extension of brand personality and could be helpful in developing the kinds of music appropriate that match the brand. We describe our brand's personalities a number of ways: why not through music as well?

A few examples off the top of my head:

Harley Davidson: classic rock and roll a la "Born to be Wild" comes to mind, but the style is what matches them here. They are a classic company with legacy and they rock!

Universal Studios theme parks: something moderately driving with some tempo changes that builds into crescendos occasionally. Could be any number of styles, from classical to rock, to pop, to funk, to Latin. The nature of the music is what reflects brand here. The park experience is, plod along while looking around, hit the next ride entry, wait in line, and have a thrill. Repeat.

GPS (Tom Tom, Magellan, Hertz Neverlost, etc.): a calm, repetitive, somewhat upbeat theme, because no matter what is going on, they always know where you are. No problems.

I do think experts should be helping you work through music selections for messaging, both what it is and who performs it, because there are some potentially complex issues there, but I see understanding your brand personality through music as beneficial to that process.

Hope this was helpful.

LA
 
Posted by: sureet* Accepted Answer
12/17/2006 10:37 AM (CST)
Music I think can be a tool to convey the message about a brand. When we are listening to music we are in a non-critical frame of time and are more open and emotionally connected which makes it easier for a brand's message to register in ones' mind.

1. The brand must know enough about its own personality to choose the proper music that can go with it. For example, if the brand is about youth then music that has lot of energy and fast rhythm would appeal to the target audience.

2. The culture of customers you are aiming at.
Each culture has its own definition of music and therefore it is important to know what moves them more.

3. The usage of the brand.
If the occasion in which the brand is used demands relaxation then probably the music must be slow or melodious.

4. The feelings you want the brand to arouse in your TA.
Feegings such as love, belongingness, empowerment each need music of a different sort.

There could be many more. The central point is that how music blends in coming an effective tool to get your message across and leave a lasting impression.
 
Posted by: paca001 Member Response
12/18/2006 10:25 AM (CST)
I think music can form part of the communication strategy that helps create/develop your brand.

Once you have your marketing plan and know what your brand is then you will be able to choose the right media to communicate this. If you are using audio (in-house music in a shop or as a track on a tv/radio ad) then you need to pick the correct one. e.g. a high class romantic restaurant probably shouldn't be playing rock music that can be heard from 2 doors away whereas a youthful bar on Friday can!!

To answer your question - given the above background - I would suggest items to take note of include: Tone; mood; theme; words (if song); existing association (e.g. music used for Jaws could suggest dread & danger); images created; current status of band/singer/composer;
 
Posted by: bigstarnow Member Response
12/18/2006 4:22 PM (CST)
Here's my take on it...

Everybody Was Kung fu Fighting

music can stick with you
 
Posted by: jeff Author Response
12/22/2006 10:54 AM (CST)
My thanks to all of you who weighed in on this topic. With help from these and other responses I believe that brands need to know:

1. The right music association with a brand can influence perceptions and preferences of the brand.

2. Music should be selected because it is part of a brand's strategy of identifying with it's customer demographic and not because others are doing it or because it's popular.

3. Securing and managing rights is complicated. Work with experts.

4. It's not what you like that counts, it's about the likes and preferences of your customer targets. Don't get drawn into what is currently popular. Work with knowlegable but impartial experts.

5. Associating a brand with a sound takes time but can be well worth it. The connection of Rhapsody In Blue to United Airlines took time but many people now refer to the tune as "United's song". It also makes for more effective radio ads. Nike's swoosh logo is very recognizable but what is the sound of the brand?

6. Beware of artists or labels that approach your brand. Their motivation is to use the brand to sell music.
 


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