The Approach: A concept incorporating and uniting Triumph’s brand values and target groups's profiles
In order to generate a Triumph-specific store sound, amp got together with the Triumph branding and retail departments to develop a concept which incorporates and unites Triumph’s brand values on the one hand, and on the other the profiles of its target groups. The concept is the basis for a global rollout and for implementing the Triumph Music Library in all the stores.
Defining and Creating the sound for Triumph
MUSIC ASSESSMENT CONCEPT
The Music Profiler, with which the Triumph Music Library was compiled, comprises two approaches / components: Archetypes + brand values
In analytic psychology, archetypes are primordial images of human idea patterns situated in the collective unconscious. The Swiss psychoanalyst Carl Gustav Jung coined the term when he put the archetypes into a system now used as a marketing instrument in many different areas of application. With the aid of these archetypes, it is possible to specify and categorize the wishes, inclinations and disinclinations of various customers types.
Based on qualitative and quantitative customer analyses and in collaboration with Tom Ramoser of Rosebud Strategies, the archetypes of the Triumph target groups and brand personality were identified, isolated and then translated to the audio realm using time-tested musical parameters (including harmonic and rhythmic complexity, tempo and dynamics).
In the Music Profiler, with which every potential Triumph song was analyzed, each song is assigned to an archetype depending on the evaluation of its musical parameters. If the archetype of the song thus generated corresponds to one of the Triumph archetypes determined previously, then the title is reviewed with an eye to the Triumph brand values. The assessment is not done automatically, but by experts, albeit assisted by software.
The second component of the Music Profiler takes account of the Triumph brand values.
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 acting in a self-determined way, then there will be no agreement between the song and a brand whose central brand value is self-awareness. The title is therefore 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", which match Triumph's brand values and then looked for other artists with common attributes across all genres to expand the list of core artists.
2nd step: from the song to the Triumph brand
If the analysis of a song yield a correspondence with the 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 the energy level of the songs.
The result and its potential
amp developed an innovative, target-group and brand-specific Music Profiler to help create a well-founded, professional selection of music for the store sound of the Triumph brand.
The dual Music Profiler, with its "archetype" and "brand values" components, makes it possible to generate a very precise profile of the Triumph sound, give it a high recall value and set it apart from other brands.
The library compiled specifically for Triumph, but particularly the Music Profiler configured for Triumph, can be used not only in the Triumph stores, but also at other contact points and is thus a universal tool for giving the brand a holistic acoustic identity.