amp develops a unique concept for the Triumph brand store sound
Triumph, one of the world’s biggest manufacturers of women's lingerie, is not only repositioning its brand, but at the same time implementing a unique sound concept in its redesigned stores. The goal of the collaboration with amp was to have the stores not only look, but also sound like Triumph. To this end, amp made use of its innovative, target-group-based and brand-specific Music Profiler (music assessment tool) to translate the Triumph brand identity using human archetypes.
In collaboration with the Triumph brand marketing and retail departments, the Music Profiler was configured for Triumph’s brand values and target groups. The Music Profiler is a music assessment tool filled with qualitative and quantitative data gleaned in more than twenty years of working on projects with international brands.
Given the importance of this preliminary phase, a joint workshop with Triumph’s branding departments was held. It 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. They are now used in various systems that serve as marketing instruments with diverse areas of application. In this archetypal framework, it is possible to specify and categorize the wishes, inclinations and disinclinations of various consumer-types.
In collaboration with Tom Ramoser of Rosebud Strategies, amp engaged in qualitative and quantitative customer-analyses to identify the archetypes of Triumph’s target groups. Using this information, it was possible for amp to isolate specific archetype values and desires and to translate these into definable musical qualities, using time-tested musical parameters (harmonic and rhythmic complexity, tempo and dynamics, etc.).
All potential Triumph-specific retail songs were analyzed in the Music Profiler and assigned to an archetype depending on the evaluation of their musical parameters.
Once a song’s target archetype was found to correspond to one of the Triumph customer archetypes, it was further evaluated against amp’s translation of Triumph brand values. The assessments were not done automatically, but by experts, albeit assisted by specialized software. But how can brand values be illustrated or 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 Triumph Music Library with potential songs by so-called "core artists", who represent Triumph's brand values well. Other artists with common attributes were then sought across all genres.
2nd step: from the song to the Triumph brand
Once the Music Profiler analysis of a song yielded a correspondence with both Triumph archetypes and brand values, then the title was added to the Triumph Music Library.
3rd step: playlists for different times of day
Based on human circadian rhythms, the songs from the Triumph Music Library were sorted into playlists for different times of day according to their energy levels.
Using this rational approach, amp was able to create an emotional result: a unique and recognizable brand experience in the store - the Triumph Store Music Library. Taking consideration of human circadian rhythms, the library also adjusts to suit specific times of day. The result is just a part of Triumph's holistic acoustic identity and will continue to provide plenty of potential for future use at contact points outside of Triumph stores.
The implementation of the Triumph Store Music Library by using the Brand Amperience App started in the Nordic region (Denmark, Sweden, Finland, Norway and the Benelux countries) and implementation has been continued in the USA, UK and D.A.CH (German, Austria and Switzerland), as well as in other countries.
The Triumph brand belongs to Triumph International, the world’s biggest manufacturers of underwear. The company distributes its products under the main brands of Triumph®, sloggi®, Valisère® and HOM® in more than 120 countries. Around the world, Triumph International supplies 40,000 wholesale customers and sells its products in 2100 Triumph stores, as well as in many of its own online shops. In 2012, Triumph International’s more than 36,000 employees chalked up sales of CHF 2.1 billion. www.triumph.com