Music Branding is the management of a brand's music associations – this process starts with the creation of sound identity, embraces positioning and ends with implementation across various media.
The central idea is to narrow the distance between a brand and its customers and music is used as the main tool to create closer and affective ties.
When a brand uses music as a bond with its audience, it gains infinite possibilities of exploring new channels, media, platforms and technology.
The result is evident: the brand becomes more present in these people's lives. Not only in the act of consuming, but also in their day-to-day routine. Consumers associate the brand with music and all its qualities: fun, art, culture, identity and joy.
And when the brand happens to be adored, there is the inevitable increase in customers loyalty, and consequently consumption.
The brand, then, gets more than clients, it wins fans.
INTEREST:
“Respondents are 24% more likely to buy a product with music that they recall, like and understand.”
Dr. Adrian North e Dr. Hargreaves / Leicester University
EXPERIENCE:
“The experiences created by retail environments today have the power to convert them into authentic destinies.”
Interbrands / Retail 2009
MEMORY:
“Brands with music that fit their identity are 96% more likely to be recalled than those with non-fit music or no music at all.”
Dr. Adrian North e Dr. Hargreaves / Leicester University
PREFERENCE:
“Consumers reject 75% of advertising and elect music as the last media they would choose not to have. Music today is considered even more important than TV or internet.”
Brandmap Study / Millward Brown
Soon!
