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Posts Tagged ‘Music’

Did you know that ice cream carts passing Walls around your house before you see the cart or the retailer. Then, you are also interested to buy it?

Or have you ever tried to remember the access number of a dial-up service by singing the jingle Instant Telkomnet you’ll ever hear on radio or TV ads?

These illustrate that music can be an element for communicating a brand in consumers’ minds. Music is an audible then we know as branding.

The use of music or sound as a means of business communication has actually done since the past. This, for example, sellers who peddle satay satenya by yelling “te, sateee” or handyman noodles tap tap the peddle wares to the sounds cauldrons are hit with a wood or the like so that the sound effect “tap tap tap” which then the sound is characteristic inherent in the mind of the consumer.

Branding Trends Embracing Music

Over time, the use of music as a means of branding has evolved into an effective strategy. Now, the use of music was not what it used to be that music is solely used as an advertising jingle or just to raise awareness of a particular brand. Therefore, its use is now more varied and integrated branding strategy.

Music in branding has now developed into one powerful asset for communicating a brand without having to look at the brand visually. That we can see examples of the current trend during the last two years.

This happens when a lot of famous brand that began to associate their brand with the music world as an effective branding strategy as well as differentiation antarsatu brand with other brands.

Some concrete examples are one of the McDonald’s campaign in the United States that launched the “Big Mac Meal Tracks”. This campaign means a service that allows customers to redeem the access code printed on the packaging sandwich McDonald’s for a song of their choice at Sony’s online music store. Even with Coca Cola which is always attached in the minds of consumers by launching a variety of his campaigns.

This course is supported by an interesting musical composition. It is also common at the famous brands in Indonesia, namely KFC with his musical campaign, namely “KFC Music Hit List” which embrace the solo singers and local bands as the driving campaign launched by the KFC.

Band or solo artist who is selected and displayed KFC indirectly to reinforce the positioning and target market of KFC, which is among the young. Then Astra Honda Motor with the campaign “One Heart” which strengthened the band Bob Marley and Agnetha Faltskog. The success of a communication strategy certainly did not escape from several aspects:

1. Positioning

A brand must put himself exactly in the market who want to reach. Proper positioning will make it easier for a brand to reach consumers. For example, cigarette True to its advertising which is squarely targeting the lower middle class consumers.

2. Branding Concepts

Communication strategies that really work requires a strong branding concept. Strong branding concept will be more severe impact in the eyes of consumers. That by itself would lead to differentiation that makes the brand stand out more.