101 great minds on music, brands and behavior
the award winning interview series on music, brands and behavior
curated and conducted by our Global CMO Uli Reese.
With CMO interviews of:
Deutsche Bank, ING, GM, Nestlé, Apple, Google, Zalando, Mercedes Benz, Bayer, UBS, Deutsche Telekom, Deutsche Bahn, adidas, Lufthansa and Coca Cola, we are way into Vol. 2 of 101GreatMinds, the Marketing Edition.Elon Musk and Keith Weed are confirmed. Selected Interviews are published regularly in Forbes.
DISCOVER AND GET INSPIRED...
“There is a great difference between what people think is most important and what they actually do, and music is a part of that.”
“We would be able to make use of sound-alikes, but I`m starting to sweat by even thinking about them because they are always so far below the original.”
“Music is a direct way to access emotion.”
“The market is well educated in the visual territory and most brands are pretty advanced in creating a distinguished and well managed brand design system. Sound, for many years, was totally underestimated.”
“Audio is incredibly important, and I believe that in an ideal world, marketers would be as committed to it as they are to the visuals.”
“A sound logo allows us to achieve brand recognition that is independent of the brand name or voice.”
"The attention that a piece of music generates is a real return on investment.”
"Well, actually we’ve won awards for the sound design around our work. The “Life Changing Places” campaign was perhaps the first piece where we spent so much time on sound design."
"Why wouldn’t you invest in music in advertising as an extra layer to elevate your story?"
"Music needs freedom. It needs room to be what it needs to be. I think what marks music as "Bond music" is the first moment you experience it and all those visual associations that come with it."
"It's about the importance of craft in advertising. Music can't be an afterthought"
"If you think about what audio can trigger in people, I think music will always be at the forefront of creating emotions, and connecting people to a certain emotion."
“Music is outrageously important. It‘s the most visceral of the art forms. It‘s one hundred percent feel. Great brands communicate through music.“
“Music is one of the most influential parts of a brand.“
"How consumers feel makes 75-90% of their takeaway - and music can have a dramatic influence on how somebody feels."
"From being a soundtrack, music is now becoming a medium in itself, arguably the most powerful way into the audience’s world."
We had the pleasure of talking to adidas Originals' Jenny Pham and Silvia Calligher at Cannes Lions Festival Of Entertainment 2017! Watch the session here.
"The trickiest part is to try and climb inside someone’s head, to figure out what they’re hearing, what they’re feeling, and translate that, when they don’t speak music"
"When you look at how easily accessible music is today, selecting the music that is relevant becomes the real challenge."
"The question is: What’s the key to turn a brand into an entertainer at every touchpoint?"
"It’s much more about the culture of music versus just music by itself."
"Music is the big global language. How could we as marketers ignore it?"
"When you pay more attention to the music, you end up with better work"
“Corporate sound will play a much bigger role in the future, especially seeing that video is increasingly becoming more important.”
"It would be irresponsible not to implement audio in a very conscious and concerted way."
"A song is worth a thousand pictures."
"Music is often times an afterthought - that, to me, is a big mistake."
"If you ask people: 'What is the sound of your brand?', nobody can answer that question."
"Be a part of culture - don't borrow or rent."
"Audio is an asset of value which brands and organizations should invest in."