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Music Branding

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  1. Music Branding Alex Enriquez Iviee Li Corey Pierce

  2. What is Music Branding? • Records, jingles, themes, tunes, a few bars, a beat • Music branding has begun since the 1950s, brought on by the spread of television • “Bonanza” and “I Love Lucy”

  3. Marketing vs. Branding • Music marketing – using music strategically within marketing touch points at an executional level to create richer emotional messages and experiences • Music branding – leveraging music strategically beyond marketing to allow for malleability to fit each touch point’s respective emotional need state while remaining on brand • Music marketing has been around while music branding is only beginning to be recognized in the marketplace

  4. Examples • National Guard & Kid Rock • Song titled “Warrior” • Synchronized video • Nike basketball commercial • Pepsi – Refresh Anthem • Ice cream truck • Hillshire Farm – Go Meat

  5. Technology • New platforms – CDs, radios, iPods, birthday cards, toys, bluetooth, electronic roadside billboard, downloadable ringtones • Digital music branding – consumers can close their eyes but not their ears • Muzak – strategic melodies in offices and elevators

  6. Getting in Their Heads • Music triggers emotions and product purchase • Marketers target audiences by demographics and geography based on genre – hip-hop, rock, blues, country, oldies • Cell phones - customized ringtones allow consumers to brand themselves

  7. Artists Influence • Michael Jackson, Madonna – Pepsi • Frank Sinatra – Michelob (1988) • Otis Redding – aging boomers • Ray Charles – Diet Pepsi (1991) • Chris Brown

  8. Marketing Tool • Orchestrating the application across different platforms, live and digital • Choose relevant song • Long-term equity • Distinct, ownable, supports and reinforces the brand’s value proposition

  9. Britney Spears and Planned Parenthood Britney Spears- “I’m not that innocent” • “ooh Baby baby, how was I supposed to know….that something wasn’t right yeaaahh….” • Planned Parenthood • “For when something isn’t right, or you don’t know come to Planned Parenthood!”

  10. Other Potential Matches • Kanye West- “Looking extra fly” • Dolce and Gabbana Sunglasses “in D&G sunglasses” • Usher feat. Young Jeezy “Love in this this Club” • Trojan Condoms- “Never hit the club with out one!”

  11. References • Don’t Turn a Deaf Ear to Music Branding - http://adage.com/cmostrategy/article?article_id=134684 • Youtube Videos: • Warrior - http://www.youtube.com/watch?v=u0yVaHKcs9E • Nike - http://www.youtube.com/watch?v=pPmfbhVGbIQ • Pepsi - http://www.youtube.com/watch?v=VIbs3sFGdbc • Hillshire Farm - http://www.youtube.com/watch?v=E5oN4Z0Qe9E • Michelob - http://www.youtube.com/watch?v=oIm4Cqty7LQ • Diet Pepsi - http://www.youtube.com/watch?v=3D_srHpH6jg