THE BRAND AND THE BAND: Authentic brands through sonic branding

THE BRAND AND THE BAND investigates the evolving relationship between brand names and musical acts. Technological developments have forced a shift in both marketing and the music industry. Both have had to re-evaluate the traditional approaches they have favoured.

Bands are having to seek new revenue streams and greater exposure to please fickle and ever-more demanding audiences. At the same time, brands are realising the benefits of aligning themselves with music and the creative visions of artists in a world where consumers want to buy into a lifestyle not just a product.

Could brands and bands provide each other with the perfect solution? The book includes:
· music and sound strategy in brand identity
· history of music in advertising
· contemporary strategies of advertising agencies
· successful sonic branding solutions as well as failures
· guidance for artists seeking brand partnership
· advice for marketing professionals aiming to improve their music strategy
· case studies and sonic branding examples illustrating how music affects brand success
· exclusive insights from sonic branding companies and leading figures in marketing and the music industry

People are invited to register now for bonuses, which includes a newsletter, case studies and membership. Read more at http://thebrandandtheband.com.

CONTENTS
Acknowledgements
List of Tables
List of Illustrations
Introduction

1.WHY MUSIC AND BRANDS?
Brand meaning
Are brands aware of this?
What is sound?
Sound vs music
Music is the answer
How can music affect consumers?

2.THE BEGINNINGS OF MUSIC IN ADVERTISING
Radio and jingles
Muzak and background music
TV, MTV and Music Videos
Internet, Napster and the consumer
How iTunes transformed the music industry
The importance of media platforms
Brands to the rescue

3. MUSIC STRATEGY IN BRAND COMMUNICATION
Brand models and strategies
Brand power
Brand equity models
What is Aaker’s model about?
Mihell & Lycos Onion model
Pyramidal models
What is an advertising agency?
Inside an advertising agency
Who develops the use of music as a marketing tool?
How does music work in brand communication?
Key difficulties
Procedure
Case study I: Duffy and Diet Coke
Case study II: ‘U2tunes’. Why Apple and U2’s partnership was a mistake


4. THE PARADIGMS IN MUSIC BRANDING
Branded content
4ps to 4es
Brand and band partnerships
Benefits for a brand
Benefits for a band
Benefits for the consumer
Image fit
Tips for brands
Tips for artists
Festivals
Case study III: American Express un-staged
In-store branding
Multidimensional sensory marketing
Case study IV: the branding of Starbucks
Sound and music in acoustic settings
Key problems

5.CASE STUDY V: RIHANNA AND NIVEA
Brand and client
Aim and objectives
Strategy implemented
Challenges
Outcomes
After the campaign

6.CURRENT DEVELOPMENTS
Mobile and streaming wins
Music services subscription model
Music video, Video advertising and product placement
Interaction capabilities in audio-visual games
From in-store to outdoor advertising
Are brands acting as the new record labels?
Is it necessary for brands to sign a record deal?
Brands and bands – is it a perfect fit?
The top variables to ensure success in partnerships
About the Author
References