Synopses & Reviews
In the battleground for the hearts and minds of customers, music is one of the most powerful tools that brands can use.
In this definitive guide to how brands harness the power of music to drive business, three leading industry experts show you how to create and execute successful music strategies with lasting impact.
Every major global brand already uses and invests in music as part of its communications but very few have created 'hits'. Music has the power to make a brand instantly recognised and loved, so what are the secrets? Including case studies from Coke, Sephora, NESCAFE and Converse and ranging from the strategic use of mnemonics to harnessing conversations in social media, Hit Brands is a practical guide from three pioneers of music branding that defines a seminal moment in the history of music, as brands start to create and own music for the benefit of their customers.
Synopsis
Every brand should have a soundtrack. Three leading industry experts show how to create a successful music strategy for brands.
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, whilst remaining relevant to the target audience. Case studies include: Nokia, Nestle, Coca Cola, Universal Music, Warner Music, Barclays Bank, Live Nation, Pepsi, Viacom, Syco, Orange, and Mastercard.
About the Author
Daniel M. Jackson is an authoritative author, music branding practitioner and the founder of Sonicbrand, the UK's first music branding agency. Daniel M. Jackson's first book,
An Introduction to Sonic Branding, inspired a generation of entrepreneurs to change how brands and music play together. Hit Brands marks the coming of age of these music and brand relationships. As CEO of CORD, Daniel now runs the world's leading integrated music agency, servicing global brands from offices around the globe.
Richard Jankovich has been a pioneer in music or sonic branding. Fortune 500 and major media companies have asked him to help tell their brand's stories through music and he has spoken at the Future of Music Conference, MIDEM Global Music Conference, NYU Music Business Program, USC Marshall School of Business and others. He started his career at EURO-RSCG (NYC) where he was involved in music initiatives for Intel, NASDAQ and Volvo. He led DeWolfe Music's (NYC) music branding business. At sonic branding agency, Rumblefish he was instrumental in guiding music campaigns for Adidas, Mad Men (AMC), Kaiser Permanente and others. Since 2008 he has worked for clients such as ABC Network, Pinkberry, The Standard Hotel Group, Intermix and as a founding member of The Playlist Generation. He has produced background music for many TV shows and commercial soundtracks.
Eric Sheinkop spent years advising Fortune 100 companies on sourcing music and artists for their advertising campaigns and he saw an opportunity to revolutionize the way brands use music. In 2008, he created Music Dealers, a global music tech company that bridges the gap between bands and brands. Music Dealers boasts the world's largest music licensing database comprised of nearly 20,000 of the best indie musicians and is now in partnership with The Coca-Cola Company. Sheinkop received a nod on Billboard Magazine's "30 Under 30" rising young executives who are driving the music industry forward, was named "Music Man of the 21st Century' and included in 'Crain's Tech 50' list among Chicago's other leading tech power players by Crain's Business in 2012. Sheinkop recently developed Social EmpowermentTM - an industry-leading marketing model that advises brands on how to leverage music effectively.
Table of Contents
Foreword
History of Music and Brand Relationship
Brands at the New Majors
Introduction to 3 Strategic Models
Music as Identity: Case Studies and Interviews
Music as Engagement: Case Studies and Interviews
Music as Revenue: Case Studies and Interviews
Multimodal Strategies: Best Practice for Brands and Music
Flipping the Equation: Brand Strategies for Music
Mapping the Future