Hit Brands: How Music Builds Value For The World’s Smartest Brands
By: Daniel Jackson, Richard Jankovich & Music Dealers CEO Eric Sheinkop
Sonic branding is an intrinsic part of the strategy of the world’s leading brands; the music they use has become some of the most famous on the planet. The use of sound and music makes brands instantly identifiable and helps define their personalities.
Hit Brands is a practical guide from three pioneers of music branding that will demonstrate how to use music to promote a brand with coherence and consistency, as well as how brands can best leverage music to deepen connections and build loyalty among its target audience. Case studies include: Nokia, Nestle, Coca Cola, Universal Music, Warner Music, Barclays Bank, Live Nation, Pepsi, Viacom, Syco, Orange, and Mastercard.
Read an excerpt below and pre-order your copy from Amazon today!
New Technologies & Advertising Implications
Brands’ ability to reach and engage their target audiences, as well as the advertising agencies tasked to do so, was crippled by the rise of Internet sites like Hulu, YouTube and Netflix as well as the introduction of technologies like Satellite Radio, TIVO, On Demand, DVR and Sky +. Rapidly declining radio listenership, coupled with technologies whose primary value proposition is allowing consumers to bypass commercials, has made it tougher than ever for brands to reach their audiences.
Be sure to check back here every Thursday for more Hit Brands excerpts!