An Audio Branding Blog By TreBrand

If you’ve been following this blog you would understand by now that music has power to shape how you feel and if it is applied correctly can be a benefit to your brand.

One area of research in the field of audio branding has been how it can improve the buying experience.

Lets take a moment to consider the after purchase potential of music. A recent study by Adrian C. North attempts to explore this very idea. In short, the study uses various music selections to create a mood that was verified by a previous study and played while people drank a glass of wine. It turns out that if you want powerful wine you’d better listen to powerful music.

What does this mean if you are a product developer or marketer? One thought would be to include music with your product. We’ve seen a number of smart musicians partner up with wine makers. The other thought is to control the environment in which the product is consumed as they did in this research project.

So, don’t just stop at the sale think about after sale opportunities to grow your brand.

A sticky song is a piece of audio from a commercial or branded asset that we just can’t get out of our head.

This week lets look at another one from the Cannes Lions reel.

PS they sound as good as they look.

Have you ever cried during a sad song? Get pumped during a workout with your iPod? Music is powerful stuff my friend.

Recent research at How Stuff Works has shown how music can change the chemical balances in our minds. It also seems that medical researchers are paying closer attention to how music can change the mood of patients. Medical centers are now looking into the idea that audio branding can help calm and sooth patients.

As a marketing professional you’ll be curious to know that music and sound can also have an impact on how people perceive your brand. Careful selection of your advertising music, on-hold music and even your corporate lobby must take place if you intend to maximize the power of your brand.

Next time you are waiting for something have a listen to what’s around you. How does if make you feel?

Last night I had the chance to check out the 2011 Cannes Lions reel with the London Creative Network. The reel was a showcase of the best commercials from 2011. Because these commercial are some of the best the music was also on par. But, of course we won’t find out who the winners are until this summer so stay tuned. In the mean time over the next few weeks I’ll be posting some of my favourites from 2011. Enjoy!

This week check out this catchy tune and commercial from Heineken.

When is the last time you tried something new? I mean really new?

Trying new is tough. You don’t know what to expect or how to react. There are no models to follow or conventions to help you out. That’s what comes with trying the new.

Commonplace is boing and the factories are closing both literally and fugitively. You want job security? Lead the way. That’s your reward for conquering the new.

If music can be used to make a brand memorable why not have it help you remember science?

This week the sticky song comes from a series of music videos created progress important messages about the world.

Advertising is a tough game. One that requires thought and creative insights. But once you have that what do you do?

If you are a small business owner it’s important for you to remember that communicating consistently about your brand is important. You must stick to your advertising plans over a period of time. Only then can you measure your results with some certainty.

Now I still want you to go out and measure your results right from the beginning. The key is not to change your message every second day. It’s confusing and makes it a lot harder for you to asses if your program is working.

So, stick with it. Okay?

I’ve really enjoyed the Superbowl teasers this year. I thought I’d post one of my favourites. It features a small sound bite from Ferris Buellers Day Off. A wonderful use of audio branding (for the movie at least).

Check back next week for another sticky song.