Many companies are working alongside artists to create effective branding that attracts consumers. We are therefore providing an in-depth look at the five brands successfully using music for their brand’s DNA.
Auster
First up is Auster, who is offering the perfect blend of music, art, fashion and flavor in their branding. The curated marketplace believes in working in harmony alongside artists who can successfully inspire their work so that they can provide their customers with the highest standard in e-liquids.
Auster, therefore, collaborates with a network of artists on their monthly vape subscription boxes to provide a unique experience to the customer, rather than an average product. Each box is a celebration of their users’ lifestyles, such as music, fashion and arts, with the aim of creating a brand community, rather than focusing on customers’ differences.
While technology connects people digitally, it does have the power to disconnect individuals. Auster is, therefore, using offline and live music, and art and fashion events to bring people together to create one big community.
Converse
One brand that has been collaborating with musicians of all genres for a long time is, of course, Converse. The footwear giant focuses on emerging, unsigned talent to support their products. However, the sneaker company do not want to stifle creativity, which is why they have created Rubber Tracks, which is a music residency program in 12 established international studios that provide 84 unsigned artists with the space and creative freedom to record – and they will own all the music once the programme is over. What’s more, the brand has released the Converse Rubber Tracks Sample Library to provide a vast collection of professional audio samples musicians across the world can use free of charge.
Philips
Philips Sound is using the power of music to boost the sales of their speakers and headphones. The brand has therefore created a community of followers for fans who appreciate both creativity and good music.
The technology company recently launched their “Obsessed with Sound” campaign, as they created an interactive music experience that was streamed via the Metropole Orchestra online, which showcased the details of certain musicians’ sound.
Philips also recently joined forced with Ogilvy London to collaborate with bars to create handcrafted tables that pump music as soon as you plug in the headphones. The music played was also inspired by the area’s musical tastes.
Oreo
Oreo is offering the perfect blend of chocolate and music. Instead of embarking with licensing music, they have created their own sound, coining the anthem “Wonderfilled”. Their aim is for the upbeat song to push their customers to try something new.
Oreo teamed up with none other than Owl City’s Adam Young for the song, who performed the anthem using classic fictional baddies, such as a vampire and the Big Bad Wolf. This also happened to feature singer-songwriter Kacy Musgraves and freestyle rapper Chiddybang, with the lyrics taking listeners on a journey from high school to heartbreak.
H&M
H&M effectively incorporated music to strengthen its brand identity in stores. They began working with up and coming artist ‘Florrie’. Using Florie as it’s new muse; the brand introduced a new fashion line entirely based on her music. The brand also sponsored the Coachella music festival. As part of the sponsorship, H&M had clothing tents at the festival where attendees could purchase ‘festival style clothing’. This association with such a high-profile festival would have been extremely positive for the brand’s profile, not to mention the hundreds of festival goers taking selfies wearing H&M clothing!
Brands are increasingly using music to help they’re marketing campaigns resonate with consumers. They have started to recognise that music penetrates in a way that other mediums can’t. As the likes of H&M, Oreo and Phillips have demonstrated, utilising music as part of a brand’s marketing strategy opens up an exciting new way of communicating with consumers.
Kidal Delonix is a contributor to Mr. Hoffman's blog. The views and opinions are entirely his/her own and may not reflect Mr Hoffman's views.
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