Brand support: music overlooked as a marketing tool
Brands do not make sufficient use of the emotional power of music in their marketing activities. That is the finding of a study on «Music & Brands» conducted by the music consulting firm Brand Support, based in Schwaig near Nuremberg.
Music plays an important role in the lives of almost all the people surveyed. Yet 80 percent of the 500 respondents aged between 14 and 59 cannot name a brand they spontaneously associate with music, according to the findings of the study by Brand Support. This means that brands either don't position themselves via music or the musical message doesn't really resonate, it said.
However, there is one brand that, according to the study on the subject of music, successfully resonates with consumers: Coca Cola. One third of all respondents who can think of a "music brand" at all spontaneously name Coca Cola. Is music underused as a marketing tool, or simply not perceived by consumers? It is unbelievable how little this potential is used in times when people are desperately searching for identity-creating differentiation in segmented markets, says Brand Support CEO Christoph Pöschl. That is why Brand Support has decided to pursue the topic further. A new study will now identify which music worlds come into question for the major brands. Since music will play an important role in the future not only for the brand image itself, but also for customer loyalty, for example in CRM, the company is now bringing the CRM specialist Defacto x from Erlangen on board.
The results of the first major study on "Music & Brands" are expected at the beginning of May.
