About the Book
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.
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
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 is Director of Content and Creative for Mood Media, where he oversees strategy, programming, artist partnership and in-store messaging for accounts including Macys, Bloomingdales, Sephora, The North Face, AT&T, Aeropostale, Le Pain Quotidien, Skechers and Sunglass Hut. For more than 15 years, major global brands have asked Richard to help tell their stories by creating, selecting and licensing music for their ads, curating their in-store music soundtracks, crafting music strategies and executing music-related social media programs. Prior to joining Mood Media, he had been instrumental in licensing hundreds of songs to support AMC's launch of Mad Men, executing mobile music campaigns for Adidas, writing Audio Identities for Pinkberry, Intermix, The Cosmopolitan Hotel and ABC Network and original music creation for Nasdaq, Volvo and Nivea. Richard studied film music with the acclaimed faculty of New York University's graduate program and remains active in music as the frontman for Burnside Project. Richard regularly teaches "Music and Branding" at USC. Eric Sheinkop is the Co-Founder and President of Music Dealers. At the age of 16 in 1999 he formed Bandit Productions. In 2006 he created Music Dealers, a licensing firm. He has done deals with Coke, MTV, CBS and the Facebook gaming company Kbook for a client list of product lines, TV and film studios, ad agencies and videogame manufacturers. Music Dealers reports it raised $3.1 million in financing in 2009-10 and is engaged in nearly 2,000 worldwide licensing deals. Music Dealers also works with more than 10,000 acts, using licensing to build carers.
Review :
'Music done right can instantly stir consumer passion and deepen their connection to brands. It can transcend cultures, demographics and geographic borders. That's why Hit Brands is a must-read. Three of the best music branding experts in the business offer excellent advice that can literally make your brand sing and drive sales at the same time.' Howard Draft, Executive Chairman, Draftfcb "Music is the most efficient and meaningful way to engage consumers, and thanks to Hit Brands, both the seasoned professional and the newbie brand manager will learn how to harness the social power of this universal passion." Lucien Boyer, President & Global CEO, Havas Sports & Entertainment "A fine line separates music that you remember from a commercial and a brand that you remember because of the music. Hit Brands spells out the difference. Ideas will always be the universal language everyone can understand but music will always be the language everyone can feel. This book deconstructs the smartest ways to get there." James Cheung, Global Creative Director, TBWA\Chiat\Day "When you get real, honest collaboration between a brand and a band - not just a bombastic stunt - the creative result is unforgettable." Susan Credle, Chief Creative Officer, Leo Burnett USA 'Music is a powerful tool to inspire movements, win hearts, unite cultures, time travel, escape the mundane, remind us we are human, elevate our point of view...It's the magnetic force of attraction that draws you in to feel, experience and live the story.' Chris Garbutt, Chief Creative Officer, Ogilvy & Mather Paris
