You have probably come across conventional approaches aiming at clustering people based on the typical product-centered assumption "all customers in the same target group are alike". To be honest, it's obvious that this is probably not true, so it is annoying, isn't it?
But here comes the good news: amp works different because amp thinks that "all people are different".
In collaboration with Rosebud Strategies, amp has developed an innovative analysis tool – the so-called Music Profiler – enabling to select music that puts the brand into an unique emotional relationship with people.
In this framework, the decision to buy a product is based on emotional motivation. Correspondence between the brand's and the customer's value system will lead to a more probable purchase.
These two individuals share demographic characteristics:
However, according to the musical profiler, they are two distinctively different individuals:
In this system, people are distinguished by the specific values that they choose to accept or reject. This leads to human archetypes: primordial images of human thought patterns laid down in the collective consciousness.
An agreement with the value "tranquil" for example, is a character trait of traditionalists:
The traditionalist’s antagonist is the progressive maximalist (bigger is better, looking for fun and amusement, strong orientation to fashion and luxury, etc.) who rejects the value "tranquil", but for example accepts "thrills and fun".
With the aid of these archetypes, it is possible to categorize different types of customers, along with their wishes, inclinations and aversions, and appeal to them emotionally. The constellation and economic relevance of these archetypes varies from region to region.
Archetypes are influenced by the local culture, so each country's Archetype profiler is unique.
In Germany, the following archetypes have been discerned: innovators (INO), hedonists (HED), progressive maximalists (PMX), traditional maximalists (TMX), humanists (HUM), traditionalists (TRA), minimalists (MIN) and rational performers (RPE).
The personality profiles behind the five archetypes are based on more than 15 years analyses done by Rosebud Strategies, where values and behavior of consumers were studied worldwide, and on market research for brands like Bacardi, Estée Lauder and Coca Cola.
In collaboration with Tom Ramoser of Rosebud Strategies, amp has determined archetype-specific attributes on which this multidimensional value system is based. These human attributes have been translated to the auditory domain, with each time-tested musical parameter (including harmonic and rhythmic complexity, tempo, dynamics) supporting a variety of these individual attributes.
This approach is a part of the Music Profiler developed by amp and consisting of two components: while the first component takes up the topic of the archetypes, the second component completes the Music Profiler by adding the values, attributes and characteristics of a brand. This results in the following three-stage process:
The Music Profiler chooses brand-specific music for various brand touch points, such as stores (e. g. compilations / playlists) or advertising (e. g. composed Brand Songs). It is a universal tool, making a brand acoustically distinctive and fulfilling the most important quality of a brand’s sound – the brand fit.
The collaboration between amp and Rosebud Strategies, and the resulting Music Profiler, has already led to the worldwide implementation of a music library for Triumph brand stores.
Using this rational approach, amp is able to create tangible emotional results by means of this unique and recognizable brand experience.
By evoking emotions in the listener, music can provide the perfect basis for brand promotion, especially when combined with other human sensations. The stronger and more coherent a brand's identity, the stronger any associations with the product. A brand cannot afford to deny holistic brand management.