Everything happens in a place. The key is to activate the space between your brand and your customer. It's not just about the physical place - the store, the pop-up shop among other environments. It's about the emotional place - the narratives, the conversations, the brand's own storytelling, the moments. It's about where the experiences happen - extend your brand beyond the bricks of the store, push it out into the world. It is in these places that connections happen. Where relationships start. Where brands unite to create impressions, generate credibility, loyalty, and build a barrier with customers so they know they can count on your brand. Everything adds up to building a brand identity.
Brands are part of our everyday life and occupy a critical place in the consumer's mind. The impact a brand has on the consumer's mind is responsible for generating both emotional and transactional investments for the brand, whether it be originating a lifestyle, shaping customer behavior, and/or generating a sense of personal identity about who they are, making them part of a community where they feel unique. That's life, and that's how we live it. Music is a cornerstone of this impact. The most genuine/moving/sensitive/emotional content of a brand can be used to communicate its identity. A medium that transcends the transaction and resonates not only within but beyond the point of purchase. It is a medium that permanently links the brand and the consumer, the only global medium that has the power to unite and influence.
Millennials Connect with Music
Like fashion, music is a way of identifying oneself - The most representative way in which millennials express themselves. Traditional life ideals such as buying a car or a house are not as attractive as they used to be, but a unique identity? That's easy to have. Through headphones, customers can tell the world who they really want to be.
Brands that successfully integrate music offer opportunities designed especially for millennial customers, and for them to co-create and actively participate in the brand's cultural experiences. These can be various events such as an amazing party at the venue to sponsored workshops. When customers participate, they want to do so genuinely because the brand has generated a real connection, showing them real value, and entertaining them with interesting content. And that's what music is about, isn't it?
About Brandtrack
Brandtrack is a provider of music and experiences linked to sensory marketing. The senses are like a communication channel between a brand and its customers. To learn more, contact us at brandtrack.fm.