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Scoring a Sound Plan
The development of a Music Branding Strategy is the first key step in determining your brand's music branding initiatives.
An in-depth analysis of your brand - its image, consumers, position in the marketplace, and more - leads to the identification and development of these strategic initiatives:
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Your brand's soundDNA®: At the heart of your brand is a unique sound - its soundDNA®. It's what consistently builds emotional connection and memorability. It's the answer to the question: What's the sound of your brand? |
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A selection of creative audio activations that effectively deploy your soundDNA® in consumer touch points, stimulate awareness, enhance loyalty, generate revenue, or achieve other branding goals. |
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A comprehensive, detailed creative strategy and execution timeline for deploying your activations. |
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Objectives
To create a Music Branding Strategy that provides services and products to:
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Enhance the AARP brand and marketing initiatives |
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Generate membership |
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Build member loyalty |
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Increase revenue |
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Solution
DMI created a comprehensive Music Branding Strategy that developed
the Audio Corridor for AARP.
The client embraced the Music Branding Strategy, adopted the plan, and
hired DMI as their Music Branding Agency. DMI has served AARP in many
capacities, including:
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Identifying and securing music to reach AARP’s constituency |
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Recommending artists, music, and editorial content for online initiatives |
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Producing specific music needs in the studio |
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Liaising with AARP and the music/entertainment community to identify and evaluate targeted opportunities |
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Activating creative concepts centered around music branding |
Results
DMI’s Music Branding Strategy has moved AARP into the audio branding
world with several strategic initiatives, including the development and
implementation of an Audio Logo and the sponsorship of Tony Bennett’s
“The Best Is Yet To Come” tour. These marketing efforts have resulted in
millions of brand impressions and will continue to support and enhance
consumer awareness.
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