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#TGIM: What does your brand sound like?
11 Jul
(marketingmagazine.com.my) – Did you know that there are agencies researching how brands can influence consumers to ‘hear’ luxury?
In its article titled ‘The new trick to get you spending more’ BBC featured UK-based music consultancies which curates music playlist for brands, hotels, retailers and restaurants to suit their customer profiles.
Working together mostly with retail brands, consultancy Music Concierge had curated a custom playlist to inspire luxury and increase consumer’s dwell time at Harvey Nichols.
“We realised that customers visiting any retail environment were becoming more and more demanding of an experience. If you don’t want an experience you just buy online,” said Shadi Halliwell, Harvey Nichols’ marketing and creative director told the BBC.
Working with some of the top brands including Adidas, Sony and Reebok, another similar consultancy, Record-Play, had worked together with Adidas when it launched its Original flagship stores.
The agency had to curate a playlist to suit the brand’s millennial consumers, a playlist with fresh new tunes which would highlight the brand credentials as a tastemaker.
Curious how these agencies match a mood with a tune? Here are a few tracks suggested by Rob Wood of Music Concierge:
• Luxurious and elegant
• Energising and encouraging people to move quickly
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