Sounds Like Branding

As a follow up to Rick’s blog last Friday regarding the ability of music and/or audio to make a spot ‘sticky’, BrandChannel offers an excellent white paper from 2010 on the importance of music in ‘branding’.

Sounds Like Branding

By Jacob Lusensky, CEO, Heartbeats International

“The Sounds Like Branding™ survey by Heartbeats International gives the first chapter in what seems to be a love story between brands and music. It shows how brands love music and that it will become increasingly important in the future of branding — and that there is an opportunity for brands using music in the right way to reach through the market clutter and touch people’s hearts.

….The Millward Brown Brandamp Study from 2007 shows that music is the medium that people would least like to live without. Music can awake memories sleeping deep in our subconscious. It is connected to our emotions and affects our mood. Music can be used to relax, sing along, or escape from reality. It is the soundtrack of our lives, and when the beat stops, there is no life.

….an increasing number of brands are understanding that there is more to a brand than meets the eye. More of these companies are starting to ask themselves how their brand sounds. A music profile defining their unique tone in music is added onto their existing graphic profile. The music profile is then activated as in-store music, a sound logotype for TV and radio advertising, hold music, music for their website, events, etc.”

http://www.brandchannel.com/papers.asp