The Sound of Brüggler
TaIlored music for Swiss Made-To-Measure Chronographs
ABOUT THE CLIENT
Brüggler Chronographs combine Swiss craftmanship with a seemingly limitless number of combinations in colour and materials. Using »best in class« mechanical components from specialized Swiss suppliers, a functional and elegant design and a stunning variety of colours, bearing names like Dark Chocolate Brown or Kermit Green, these truly bespoke time pieces reflect the genuine individuality of their owners while making zero compromises in every aspect of quality.
THE APPROACH: A CONCEPT COMBINING BRÜGGLER'S BRAND VALUES AND THE PROFILES OF THEIR TARGET GROUPS
In search of a unique sound concept that is true to their Swiss chronographs, Brüggler approached the sound branding experts at amp. To establish this brand-specific music library, amp developed a concept that integrated both Brüggler’s brand values and the archetype profiles of Brüggler’s target groups.
DEFINING AND CREATING THE SOUND FOR BRÜGGLER
Music Assessment Concept
During the initial phase of the project, Michael Brüggler invited amp into the world of his brainchild to help define the sound of Brüggler. A workshop served as the starting point for the development of a Creative Brief, which ultimately defines the sound of the brand and its essence.
In analytical psychology, archetypes are thought to be situated in the collective unconscious and serve as primordial images of human value systems. Using data based on 15 years of market research in various cultures (Europe, USA, China, etc.), we can analyze correspondences between the target group’s value system and specific musical parameters. In accordance with this approach, we used our »Music Profiler« to analyse all potential Brüggler-specific songs and assign them to different archetypes, depending on the evaluation of their musical parameters. Only those songs which resonated with Brüggler’s core archetypes were selected.
Once a song’s target archetype was found to correspond to one of the Brüggler customer archetypes, it was further evaluated against amp’s musical translation of the Brüggler brand values. These assessments were not done automatically, but by experts, albeit assisted by specialized software. But how can brand values be represented in a song?
If a brand and its products are supposed to sound self-assured, self-determined, carefree or passionate, then a more intensive study of the songs and their performers is called for. For instance, if the mood of a song is oppressive, the lyrics not very self-aware and the performer not autonomous, then there will be no agreement between the song and a brand whose central brand value is self-awareness. The title is therefore deemed unsuitable for the Music Library.
1st step: from the artist to the song
To get started, amp first filled the Brüggler Music Library with potential songs by so-called »core artists«, who represent Brüggler's brand values well. Other artists with common attributes were then sought across all genres.
2nd step: from the song to the Brüggler brand
Once the Music Profiler analysis of a song yielded a correspondence with both Brüggler archetypes and brand values, then the title was added to the Brüggler Music Library.
3rd step: from the selection to the playlists
With a selection as manifold as this, careful curation and sequencing were prerequisites for fitting and exciting playlists.
A confident brand statement
The resulting playlists are an audible invitation to explore the infinite possibilities of Brüggler’s bold idea. Rather than trying to fulfill certain expectations a potential customer might have of the brand sound, Brüggler sounds exactly like the distinctive watches bearing its name: Self-confident, somewhat playful, funky and generally effortless. Which by the way is pretty much how Michael Brüggler characterizes the people who enjoy his watches.
The future sound of Brüggler
For Brüggler, this translation of brand values into a curated music selection is only the beginning. As it continuously strives for individuality, Brüggler’s next step in sound branding is to explore the possibility of a unique sound identity: a brand masterpiece - written, recorded and specifically produced to resonate with the brand – »music made-to-measure«.