You are sitting at a restaurant, a bar or a store. Suddenly
a song comes over the speakers and connects with you with an emotion or a special memory. A switch is turned on. It is as if the
feelings between the song and your heart merge. The connection is visceral and you feel it in your bones as it reconnects you and an experience. You know that you can’t escape how the music takes you back on a journey from your past.
The noteworthy lesson for marketing
professionals is that it is your job to find the voice of your brand so that it
too can be powerful beyond the features and functions of your product. We mostly
buy irrationally and we just can’t say why a product was plucked among the
choices in front of us. Does your brand
make customers feel secure, elated or young again?
We can learn so much from people
who are deeply engaged with our brand because they can reveal something about
the emotional pitch that our brand has for them.
I love to ask consumers to describe what they hear when they think about my brand?
The Music of a Brand
I remember some one-on-one
interviews I conducted about 20 years ago with some teenage consumers who were frequent
purchasers of the iconic American snack called Slim Jims. At the time, I was responsible for the brand's marketing.
I expected to hear that they liked
the taste, the snap, the flavor or something more practical. What they revealed to me was that this product
was an antidote for their boredom. It was like an escape hatch to help them get
away from parents, school and authority. Slim Jims helped them escape their
boredom. What they heard was the sound of escape in various musical tracks.
Of course, our marketing was all
about irreverence and that was the message we told in everything we did. We
never talked about taste or value. We certainly never spoke about price or great promotional deals. That stuff was all "blah blah blah" to these kids.
tapped into the emotional lever that unleashed a flood of feelings. Each and
every touch point had to accentuate the irreverent attitude. We found a theme with a sound track for
their lives. Our brand was a big part of that freedom. We sang the song
of irreverence and our product harmonized those feelings.
What music is your brand making for your
consumers to hear?
Notes: If you enjoy my posts, would you share it with your marketing friends? And check out my new book on Amazon. At $2.99 it is a great value. 21 useful lessons based on my marketing experiences. A paperback version will be published in a few weeks for those who like to hold a book in their hands.
Labels: Marketing Moments, music, Slim Jims