http://www.musicandbranding.com/celebrity-endorsement-vs-music-sonic-branding/ Music and Branding Mon, 22 Aug 2011 18:18:46 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.musicandbranding.com/celebrity-endorsement-vs-music-sonic-branding/comment-page-1/#comment-298 trudee lunden Mon, 21 Jun 2010 20:13:27 +0000 http://www.musicandbranding.com/?p=122#comment-298 oops. Apologies to Jim Goodwin who is a good man! :-) oops. Apologies to Jim Goodwin who is a good man!

]]> http://www.musicandbranding.com/celebrity-endorsement-vs-music-sonic-branding/comment-page-1/#comment-297 trudee lunden Mon, 21 Jun 2010 19:42:22 +0000 http://www.musicandbranding.com/?p=122#comment-297 I agree with Jim Goodman that while celebrities may find like-minded partnerships with brands, this won't truly build a brand (sales, perhaps.) I believe memorable "Message Music" that uplifts consumers with strong emotional appeals and focuses on the product is the way to reach many hearts. I agree with Jim Goodman that while celebrities may find like-minded partnerships with brands, this won’t truly build a brand (sales, perhaps.) I believe memorable “Message Music” that uplifts consumers with strong emotional appeals and focuses on the product is the way to reach many hearts.

]]> http://www.musicandbranding.com/celebrity-endorsement-vs-music-sonic-branding/comment-page-1/#comment-34 jim goodwin Wed, 13 Jan 2010 22:21:34 +0000 http://www.musicandbranding.com/?p=122#comment-34 In almost all cases, music branding with celebrity artists is simply an endorsement for financial compensation. Otherwise, what does the celebrity get out of it? I'm not sure what the brand gets out of it either. Nobody really thinks Polaroid is "cool" because Lady Gaga shills for them. Brands are better off capitalizing on celebrity sightings with their product. Take Buick and Tiger for example; Tiger crashed a Cadillac because he wouldn't be caught dead driving a Buick. I don't know why Cadillac hasn't jumped on it. I imagine they got so much publicity from that event for free that they don't feel they need to throw any more money at it. Did Apple brand themselves with Feist, or did Feist get branded by Apple? I think the latter. Mitsubishi didn't get branded by whatever band that was in their commercials years ago. That band got branded. And good for them. It was a win win. Mitsubishi looked cool, and the band got on the map. But I don't even think that is branding. The only thing that brands a product or corporation is a jingle. It has to have a lyric. "Like a rock" is branding. It was what people would say if you asked "what comes to mind when you think of a Chevy truck?" Unlike "I'm loving it", "like a rock" actually describes the product. "State farm is there" is branding. It is a melody and lyric that is identified with the brand AND identifies the brand. Brands should look for songs by bands that have a lyric that identifies their brand. In my model, the band is unknown, and the corporation gets the added PR hit by "bringing the music to the people." If anyone is interested, I have a whole concept ready to go. Advertising with a mission - let me know if you're ready. In almost all cases, music branding with celebrity artists is simply an endorsement for financial compensation. Otherwise, what does the celebrity get out of it? I’m not sure what the brand gets out of it either. Nobody really thinks Polaroid is “cool” because Lady Gaga shills for them. Brands are better off capitalizing on celebrity sightings with their product. Take Buick and Tiger for example; Tiger crashed a Cadillac because he wouldn’t be caught dead driving a Buick. I don’t know why Cadillac hasn’t jumped on it. I imagine they got so much publicity from that event for free that they don’t feel they need to throw any more money at it.
Did Apple brand themselves with Feist, or did Feist get branded by Apple? I think the latter.
Mitsubishi didn’t get branded by whatever band that was in their commercials years ago. That band got branded. And good for them. It was a win win. Mitsubishi looked cool, and the band got on the map.
But I don’t even think that is branding.
The only thing that brands a product or corporation is a jingle. It has to have a lyric.
“Like a rock” is branding. It was what people would say if you asked “what comes to mind when you think of a Chevy truck?” Unlike “I’m loving it”, “like a rock” actually describes the product. “State farm is there” is branding. It is a melody and lyric that is identified with the brand AND identifies the brand.
Brands should look for songs by bands that have a lyric that identifies their brand. In my model, the band is unknown, and the corporation gets the added PR hit by “bringing the music to the people.” If anyone is interested, I have a whole concept ready to go. Advertising with a mission – let me know if you’re ready.

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