Every week we will be publishing our top tips for the effective use of music in branding. This is our top tip number 2!
2. Audio Branding Drives Familiarity
The key to using music strategically is to use it often, consistently and in line with your audience’s tastes and habits. Use it to drive memorability and recognition in a crowded market-place by adopting our ‘recency, relevancy, frequency’ model.
Head of Global Music for The Coca-Cola Company:
“From distributing sheet music for family sing-a-longs in 1905 and “teaching the world to sing” in the 1971 “Hilltop” commercial, to a partnership with Spotify in 2012, Coca-Cola has used music to tell its brand story and bring its campaigns into the pop culture lexicon for over a century.”
“It’s always our ambition to continue this tradition by featuring great music in our advertising that people will remember and love decades from now”.