TURN THE PAGE FOR
THE FIRST CHAPTER IN A
LOVE STORY BETWEEN
BRANDS AND MUSIC...

MUSIC HAS BEEN
RANKED AS THE
MEDIA MOST PEOPLEWOULD LEAST LIKETO LIVE WITHOUT

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FOREWORD
In my work for Heartbeats International, I often travel to Tokyo. Thisis a city that in many ways characterises the chaotic marketplacethat today’s brands and marketers are facing. It is alarming, fastand dynamic. All of your senses are literally bombarded withmessages. This has led to a situation where people seem tohave learnt how to deliberately screen out advertising messages,
basically not paying attention to the bright colours anymore.
Consumers’ relationship with music is quite different. Music has
been ranked as the media that most people would least like tolive without (before TV and Internet). The last few years have seenmusic initiatives from global brands working as ambassadors ofmusic, in order to attract attention and build a more emotional
connection to their customers.
With the Sounds Like Branding™ survey, we wanted to researchwhether this seemingly increased interest in music branding isjust a trend that will quickly fade out, or if it is here to stay. We
also wanted to determine whether there is a shift in how brands
relate to music as an important branding and marketing tool.
We decided to hear what the decision makers at global brands
around the world have to say on the future of branding.
The Sounds Like Branding™ survey gives the ﬁrst chapter in what
seems to be a love story between brands and music. It tells us thatbrands love music and that it will become increasingly importantin the future of branding - that there is an opportunity for brands
using music in the right way to reach through the market clutter
and touch people’s hearts.

Jakob Lusensky
CEO Heartbeats International
jakob@heartbeats.fm

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INDEXEXECUTIVE SUMMARY

5WHAT IS MUSIC BRANDING?

7

THE SURVEY

10BRANDS LOVE MUSIC!

13

ARE THE BRANDS DOING IT RIGHT?

19

CONCLUSIONS

23

FULL SURVEY RESULTS

27

HEARTBEATS INTERNATIONAL

29

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EXECUTIVE SUMMARYMusic branding is a rising star in the marketing arena. The last few years havebrought a surge of music initiatives from brands worldwide, and it seems likebrands are in love with music. The Sounds Like Branding™ report is a study
conducted by Heartbeats International, asking top brand managers to share
their thoughts and insights on this newfound love affair.
The study was conceived to investigate andshed some light on where this affair is going.
The result is clear. This is a love affair that ishere to stay, but one that runs the risk of ending
in divorce.

THIS IS A LOVE AFFAIR THATIS HERE TO STAY, BUT ONE
THAT RUNS THE RISK OF
ENDING IN DIVORCEThe Sounds Like Branding™ study reveals a great discrepancy between how high brands
rate music as a branding tool and the actual resources that are invested into it. Brands
love music but have yet to invest time and resources into the strategic use of it. Therefore
they also run the risk of losing out on the rewards of using music in the right way.
The Sounds Like Branding™ study was conducted between May and December 2008.
It encompasses 70 responses from top global brands.

BRANDS LOVE MUSIC!
The Sounds Like Branding™ report concludes a strong show of support for the value ofmusic. When asked;
97% THINK THAT MUSIC CAN STRENGTHEN THEIR BRAND
76% USE MUSIC ACTIVELY IN THEIR MARKETING
74% THINK THAT MUSIC WILL BECOME MORE IMPORTANT IN THE FUTURE

When asked how music can help to strengthen their brand, the survey shows a strong
belief that music can help distinguish brands in today’s competitive market.
MUSIC IS AN IMPORTANT TOOL FOR BUILDING A CONSISTENT & UNIQUE BRAND: 68%

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EXECUTIVE SUMMARY...BUT THEY ARE NOT PUTTING THEIR HEARTS INTO IT
This newfound love affair with music does not come without ﬂaws. Above all, brands are notcommitting their time or resources on a scale that mirrors the importance placed on music.
7 OUT OF 10 SPEND 5 PERCENT OR LESS OF THEIR MARKETING BUDGET ON MUSIC
6 OUT OF 10 HAVE NOT IDENTIFIED HOW THEIR BRAND SOUNDS
8 OUT OF 10 DO NOT HAVE A SOUND LOGOTYPE

WHAT DOES THIS MEAN?
The Sounds Like Branding™ study concludes that brands love music but have not yet
developed the tools needed to be successful in utilising music for their brand. Their love
for music does not translate into a strong show of commitment. This means that few
brands are realising the full potential that music has to offer.

BRANDS NEED TO INCREASE PROFESSIONALISM
The analysis shows that music is still seen as a complimentary element in branding andcommunication. Music is selected on a case-by-case basis for individual campaigns. It is
still deeply connected to subjectivity and the personal opinions of individuals within themarketing department or advertising agency. It is not yet considered to be a serious andstrategic tool in branding. Professionalism is sometimes set aside, and music decisions
are not based on what is beneﬁcial for either the brand or the target group.

THE MUSIC INDUSTRY NEEDS TO SPEAK THE LANGUAGE
OF BRANDS
The music industry also has some homework to do. It needs to explain the value ofusing speciﬁc branding tools such as music proﬁles, sound logotypes, artist matchingstrategies and the effect that these can have on a brand. It needs to start speaking
the language of the brands, presenting the branding models and return on investment
calculations needed in order to be convincing.
Most of all, it needs to be understood that there is a difference between music and music,
and the effect that it has on brands and people. Just having music is not enough; it has tobe the right music for the brand and based on the preferences of the target group.

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WHAT ISMUSIC
BRANDING?

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7

WHAT IS MUSIC BRANDING?

MUSIC, THE
SOUNDTRACK OF LIFE
Human life starts with a rhythm - heartbeats, 60 -70 times per minute.
Rhythm, together with melody and dynamics, is the foundation of music.
The Millward Brown Brandamp Study from 2007 shows that music is themedium that people would least like to live without. Music can awake
memories sleeping deep in our subconscious. It is connected to ouremotions and affects our mood. Music can be used to relax, sing along,or escape from reality. It is the soundtrack of our lives, and when the beatstops, there is no life.

THERE IS MORE THAN MEETS THE EYE
We live in a chaotic marketplace where brands’ ideas and products ﬁght for people’s
attention. A place where brands no longer compete on a product level, but on building abrand that people connect to emotionally. In order to distinct themselves from competitorsand stand out in people’s minds, brands have always developed their logotype, theirown speciﬁc colours and graphic proﬁle that people associate with their brand.

BRANDS NO LONGER COMPETE ON A
PRODUCT LEVEL, BUT ON BUILDING A BRAND
THAT PEOPLE CONNECT TO EMOTIONALLY

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8WHAT IS MUSIC BRANDING?

But now an increasing number of brands areunderstanding that there is more to a brand thanmeets the eye. More of these companies are starting
to ask themselves how their brand sounds. A music
proﬁle deﬁning their unique tone in music is added
onto their existing graphic proﬁle. The music proﬁleis then activated as in-store music, a sound logotype
for TV and radio advertising, hold music, music for
their website, events, etc.
A study conducted by professors Dr. Adrian Northand Dr. David Hargreaves reports that brands withmusic that ﬁts their brand identity are 96 percent more
likely to be recalled than those with non-ﬁtting music or
no music at all.

In-storeRadioadvertising

WebsiteTV advertising

Hold music

MUSIC MAKES HEARTS BEAT EVERYWHERE
When it comes to making decisions, people tend to
think with their heart. For a brand today, it is about
creating an emotional bond to people; to leave thestage of merely being a product and to be seen
more as a trusted friend – a friend with values thatyou identify yourself and your lifestyle with. It is nolonger enough just to have the most superior product,but to have a brand that people associate withand emotionally connect to. Just think of your own
emotional connection to your Apple iBook or iPod.

WHEN IT COMES TO
MAKING DECISIONS,PEOPLE TEND TO THINKWITH THEIR HEARTMusic is something that people connect with, enjoy
discussing and sharing with others. Music preference
relates to and can reveal a person’s personality.
Brands are becoming aware of the possibility toemerge as an ambassador of this social media, thepositive effect it can have on their brand image, andhow it can attract the attention of people in productand brand marketing.

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9THE SURVEY

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THE SURVEY

WHY A SURVEY ON
MUSIC BRANDING?
The last few years have brought a growing number of interesting music
initiatives from brands in a diverse range of market segments.
We have the Starbucks Coffee initiativewith their own record label Hear Music,
Bacardi who are promoting their brandwith music events and market activities,
Procter & Gamble’s brands Duracell andTag Body Spray venturing into music, andmobile companies such as Nokia and Sony
Ericsson charging their mobile phones withan unlimited amount of music. Music seems
to appear everywhere in branding today.
But is this just a trend that will soon disappear
like yesterday’s fashion, or is music taking
its place as a new strategic tool in building
strong brands? Are forward-thinking brandsof today starting to play the role of the recordlabels in using their unique distribution andmarketing channels to make music available
for their customers? And how does all of thisaffect the music industry that still looks for
new revenue models since the death of CDs?
These were some of the questions that we atHeartbeats International asked ourselves. We
decided to ask the brands’ decision makers
for their view.

MUSIC SEEMS TO APPEAREVERYWHERE IN BRANDING
TODAY. BUT IS THIS JUSTA TREND THAT WILL
SOON DISAPPEAR LIKEYESTERDAY’S FASHION?

Some of the topics that werecovered in the questionnaire: How important is music inbranding today?
 How are the top global
brands utilising music in
their branding?
 What are the major obstacles
for brands when working
with music?
 What does the future hold forthe ﬁeld of music branding?

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THE SURVEY

OUR METHODOLOGY
The survey was developed and conducted together with StrandbergHaage, one of
Sweden’s most prominent and fast-moving PR agencies. The aim of the project was tomonitor how the top global brands view music and its relevance to their overall brandexperience. Therefore, the ﬁrst hurdle was to ﬁnd a relevant selection of brands. We
turned to the annual Interbrand report, Best Global Brands 2007. The report is anannual list of the top 100 highly valued brands worldwide. We then cross-matched thislist with the 2006, 2005 and 2004 editions.
To ensure that we had a wide selection of brands covering a range of different industries,
we added brands within each segment. We then sent out a letter of intent to marketingand brand directors at these companies, explaining the purpose of our study. The letterof intent was shortly followed by an e-mail leading to an online questionnaire.
The questionnaire was kept short and concise in order to maximise the number of responses
from the brands. It comprises thirteen key questions that we selected based on the criteriaof answering our key objectives. We then analysed the material with both quantitative andqualitative methodology.

WHO DID WE SPEAK TO?
We received responses from 70 brands, on which the analysis of the results is based.
Firstly we contacted marketing or brand directors, and in cases where we could notreceive answers from them, we contacted individuals with a managerial position fromthese brands. It is important to note that this is not a quantitative secured study but
should rather be seen as a trend barometer of what some of the most powerful brands
today think of this ﬁeld.

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BRANDSLOVE MUSIC!

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13

BRANDS LOVE MUSIC!

IT’S A LOVE STORY...
Brands love music. This is something that becomes obvious when looking
at the responses from the survey. An overwhelming majority of the
respondents think that music can strengthen their brand.

97% SAY THAT MUSIC CAN STRENGTHENTHEIR BRAND

97%
Yes

3%
No

7 OUT OF 10 BRANDS ARE ACTIVELY WORKINGWITH MUSIC TODAY

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BRANDS LOVE MUSIC!

We wanted to see how music was utilised by brands today, how actively
they are working with music and on which platforms. The survey showsthat more than 7 out of 10 respondents are actively working with musicin their marketing today.

76%
Actively working with music

24%
Not actively working
with music

7 OUT OF 10 SAY THAT MUSIC WILL BE
IMPORTANT FOR THEIR BRAND IN THE FUTURE

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BRANDS LOVE MUSIC!

68 PERCENT SAY THAT MUSIC IS AN IMPORTANT
TOOL FOR BUILDING A CONSISTENT AND
UNIQUE BRAND
A crucial point was to see in what way music is important for brands. The majority of the
respondents say that music can help build a consistent brand image (41 percent) andbe unique from their competitors (27 percent) - a total of 68 percent.
According to the survey, the loyalty aspect of working with music is also ranked relatively
high while the more sales-driven approach of using music seems less important.

41%

Ways thatmusic canstrengthen
the brand

27%
20%
12%

Building a
Uniqueness
Building
consistentfromloyalty withinbrand image competitors target groups

Driving
sales

HEARING IS THE SECOND MOST USED SENSE
IN BRAND COMMUNICATION TODAY
We experience the world through our ﬁve senses of sight, hearing, touch, smell andtaste. We wanted to research how high the brands rank the sense of hearing (andindirectly, music) in their brand communication. The answers show that hearing is thesecond most used sense in brand communication today, alongside touch, while sight isseen as the most important.

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BRANDS LOVE MUSIC!

ON WHICH PLATFORMS?
On which platforms is music utilised by brands today? The result shows that
it is quite evenly spread amongst the various platforms in the survey.
TV commercials is where music is mostly utilised by the brands today, and then comesmusic on websites as the second most used platform. This is followed by music forcommercial spaces (i.e. stores and ofﬁces), artist sponsorships/collaborations, music
events, radio spots, music products, and lastly, sound logotype is the platform being
used the least.
20%
16%

Platforms
used today

13%

12%

11%

10%

10%
6%
1%

TV
commercials

Music onwebsiteMusic for
ArtistMusic events Radio spots
commercial sponsorships/
spacescollaborations

Music
products

Sound
logotype

Other

Which of these platforms will become more important for brands tomorrow? The clear
difference we can see is that music in TV advertising seems to become less important
while music on websites increases from 16 percent to 22 percent. This follows theoverall market trends, with more money being shifted from TV advertising to Internet
and digital media. The importance of having a sound logotype seems to grow slightly
as well, whilst the remaining platforms are of relatively similar importance in the futureas they are today.
22%

Platforms
important in
the future

20%
15%

16%
13%

13%

12%

11%

11%

10%

10%

11%

Platforms
used today

10%

10%
7%

6%
1%

22%

TV
commercials

Music onwebsiteMusic for
Artistcommercial sponsorships/
spacescollaborations

Music
eventsRadio spots

Musicproducts

Sound
logotype

1%

Other

Please note: Platforms used today total 99% because percentages are roundedwww.soundslikebranding.com

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BRANDS LOVE MUSIC!

RANKING OF PLATFORMS
We also asked the brands to rank the platforms in order of relevance totheir brand communication today:

1

TV COMMERCIALS

2MUSIC ON WEBSITE

3

RADIO SPOTS

4

MUSIC FOR COMMERCIAL SPACES

16 %

14%

14%

(i.e. STORES AND/OR OFFICES)
12%5ARTIST SPONSORSHIPS/COLLABORATIONS

6SOUND LOGOTYPE

7MUSIC EVENTS

8MUSIC PRODUCTS

12%

12%

11%

(i.e. CDS, RINGTONES, ETC.)
10%

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ARE THE
BRANDS
DOING ITRIGHT?

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ARE THE BRANDS DOING IT RIGHT?

BRANDS ARE NOTEXPRESSING THEIR LOVE
This is where it becomes really interesting. We have come to see thatbrands love music and view it as a very important branding tool that will
become even more important for them in the future. On the other hand,the survey shows that…

7 OUT OF 10 BRANDS SPEND 5 PERCENT OR
LESS OF THEIR MARKETING BUDGET ON MUSICONLY 2 OUT OF 10 HAVE A SOUND LOGOTYPE

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ARE THE BRANDS DOING IT RIGHT?

ONLY 38 PERCENT OF BRANDS HAVE DEFINEDHOW THEIR BRAND SOUNDSIN THE MAJORITY OF CASES, THE BRANDS
THEMSELVES ARE RESPONSIBLE FORLEGAL RIGHTS
Legal rights is an increasingly important aspect when working with music commercially.
The new digital music platforms and the national differences in copyright law makeit challenging for brands to keep track of it all. The survey shows that the brands
themselves are in charge of music agreements and payment of fees to the copyrightorganisations in the majority of cases.

9% Managing
director
10% Advertising
agency47% Marketing
manager

7% No one
17% Legal
council
10% Don’t know

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ARE THE BRANDS DOING IT RIGHT?

WHAT IS HOLDING THEM BACK?
HARD TO MEASURE VALUE OF INVESTMENT
The largest obstacle for brands when working with music is measuring the value of
their investment. The difﬁculties in estimating legal rights costs is also ranked highly as
a concern.

to estimate
19% Hard
legal rights costs

to ﬁnd qualiﬁed
6% Hardmusic partners

38% Other

Other responses:

to measure
38% Hard
value of investment






Low innovation factor, not our core business
Regulations
Difﬁcult to ﬁnd the right music for the audience
Expensive and difﬁcult to use in commercial spacewww.soundslikebranding.com

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CONCLUSIONS

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CONCLUSIONSSUMMARY OF RESULTS
The Sounds Like Branding™ survey concludes that there is a great
discrepancy between how high brands rate music as a branding tooland the actual resources that are invested into it.
Brands love music but have yet to begin investing time and resources in the strategic
use of it. One could say that their love for music is yet to translate into a strong show ofcommitment. This leads us to ask whether brands are getting the most out of their current
efforts. Just as in love - in marketing, the more involved you are, the more you usually
get in return.

BRANDS LOVE MUSIC...BUT ARE NOT PUTTING THEIR HEART
INTO IT97 percent say that music can strengthen
their brand7 out of 10 invest 5 percent or less of
their marketing budget into music

76 percent use music actively in theirmarketing today

Only 2 out of 10 have a sound logotype

7 out of 10 think that music will become
more important in the future

Only 38 percent have deﬁned how theirbrand sounds with a music proﬁle

WHAT IF THE
BRANDS WERE
MORE INVOLVED?

Involvement

Ambition

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CONCLUSIONSTRUE LOVE NEEDSINVOLVEMENT!
Why are brands not putting their hearts into it? Why do we have thisgreat discrepancy between brands’ ambition and their commitment?
Our analysis shows that music is still seen as a complimentary element in branding.
More often than not, music is seen and used as a supplemental media to enhancethe visual aspect of communication or branding (such as in TV advertising). It is likelythat this is the main reason why we are not seeing many brands making signiﬁcant
investments in music.
The analysis also shows that music is often selected on
MUSIC IS STILL DEEPLYa case-by-case basis for individual campaigns. Music
CONNECTED TO
is still deeply connected to subjectivity and the personal
SUBJECTIVITY AND
opinions of individuals within marketing departments
PERSONAL OPINIONS
or advertising agencies. It is not considered to be a
OF INDIVIDUALS
serious and strategic tool in branding. Professionalism
WITHIN MARKETING
is sometimes set aside, and music decisions are not
DEPARTMENTS
based on what is beneﬁcial for either the brandor the target group. Just as in any other marketing
endeavours, to be successful it is vital to know what impact a certain message (inthis case, music) will have on the brand, and to have a deep understanding of thepreferences and possible reactions of the target group.
The music industry also has some homework to do. It needs to explain the value ofusing speciﬁc branding tools such as music proﬁles, sound logotypes, artist matchingstrategies and the effect that these can have on a brand. The music industry needs tostart speaking the language of brands, presenting the branding models and return on
investment calculations needed in order to be convincing.
Most of all, brands need to understand that there is a difference between music andmusic, and the effect it has on brands and people.

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CONCLUSIONSTODAY’S APPROACHTO MUSIC BRANDINGTOMORROW’S APPROACHTO MUSIC BRANDING

Music seen as a complementary media(for TV advertising, etc.)

Music also used as a foundation
media (i.e sound logotype)Music selected based on personal
preferences

Music selected to follow music proﬁleMusic considered only as adesign element

Music seen as a communication toolMusic selected on a case-by-case basis

Music selected based on brand andtarget group preferences

Music’s effect on brand and target
group not always consideredMusic used as a strategic toolin marketing

BRANDS NEED TO UNDERSTAND THAT THERE IS A
DIFFERENCE BETWEEN MUSIC AND MUSIC, AND
THE EFFECT IT HAS ON BRANDS AND PEOPLE

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FULL SURVEY RESULTS
1. Do you think that music can strengthen
your brand?
Yes: 97% No: 3%

5. Are you familiar with the term
Sonic Branding?
Yes: 38% No: 62%

1.1 In what way?
Music can help to build a consistent image of ourbrand: 41%
Music can help to make our offer unique from ourcompetitors: 27%
Music can drive our consumers to make apurchase: 12%
Music can build loyalty within our target
groups: 20%

6. How do you rank the following senses in orderof what you currently use to communicate yourbrand?
Sight: 28%
Touch: 21%
Smell: 15%
Hearing: 21%
Taste: 15%

2. Have you deﬁned how your brand sounds?
Yes: 38% No: 62%
2.1 Would you be interested in having
it deﬁned?
Yes: 64% No: 36%
3. Do you have a policy regarding how you workwith music?
Yes: 45% No: 55%
3.1 Who developed it?
Branding agency: 8%
Ad agency: 0%
Record company: 4%
Event agency: 0%
PR agency: 0%
DJ: 4%
In-house: 62%
Other: 23%
4. Does your company have asound logotype?
Yes: 21% No: 79%

7. Do you currently use music actively inyour marketing?
Yes: 76% No: 24%
7.1 May we ask why?
Regulations
We haven’t thought about it.
Not our highest priority. We need to ﬁll withvalue, not increase awareness.
 Haven’t found a real innovative way yet.
 Compilations and CDs are dated. Music isalso not our core brand values.
 Lack of time, money and resources

7.2 If yes, on what platforms?
TV commercials: 20%
Radio spots: 10%
Music for commercial spaces (i.e. stores and/orofﬁces): 13%
Music on website: 16%
Artist sponsorships & collaborations: 12%
Music events: 11%
Sound logotype: 6%Music products (i.e. CDs, ringtones, etc.): 10%
Other: 1 % Customer events, trade showswww.soundslikebranding.com

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8. How do you rank the following platforms as
being relevant to the use of music in conjunction
with your brand?
TV commercials: 16%
Radio spots: 14%
Music for commercial spaces (i.e. stores and/orofﬁces): 12%
Music on website: 14%
Artist sponsorships & collaborations: 12%
Music events: 11%
Sound logotype: 12%
Music products (such as CDs, ringtones,etc.): 10%
9. Who at your company is in charge ofagreements with and payment of fees to music
copyright associations? (such as PRS/PPL, ASCAP,
GEMA, STIM, IFPI)Managing director: 9%
Marketing manager: 47%
Advertising agency: 10%
Legal council: 17%
No one: 7%
Don’t know: 10%
10. Approximately how big a portion of yourmarketing resources are spent on music?
0-5%: 71%
5-10%: 7%
10 -25%: 2%
25% or more: 2%
Don’t know: 19%
11. Have you identiﬁed any major obstacles toworking with music?
Yes: 28% No: 72%

11.1 Which are the major obstacles inyour opinion?
Hard to estimate the cost for legal rights: 18%
Hard to measure the value of investment: 41%
Hard to ﬁnd qualiﬁed music partners: 6%
Other: 35%
 Regulation
 Low innovation factor, not our core business Integrated experience ofﬂine/online
 Difﬁcult to ﬁnd the right music for theaudience
 Hard to ﬁnd budget
 Expensive and difﬁcult to use in commercial
space
12. Do you think that music will become more
important for your brand in the future?
Yes: 74% No: 26%
13. What platforms do you think will become
most important in the future for music usage?
TV commercials: 15%
Radio spots: 11%
Music for commercial spaces (i.e. stores and/orofﬁces): 13%
Music on website: 22%
Artist sponsorships/collaborations: 11%
Music events: 10%
Sound logotype: 10%
Music products (i.e. CDs, ringtones, etc): 7%
Other: 1%

Please note: Results may total 99% or 101% as a resultof rounding.

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HEARTBEATSINTERNATIONAL
Heartbeats International is a brand communication agency on a mission
to make the world a bit more sensational. We believe that great brands
are built through a multi-sensory approach and that music is one of themost powerful media when building effective communication.
From our headquarters in Stockholm and bureaux in Tokyo and New
York, we help global clients such as Absolut Vodka, Rolex, and Conrad
Hotels in making their customers’ hearts beat.

WWW.HEARTBEATS.FM

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29

FIND OUT MORE
The Sounds Like Branding™ survey is also available as an inspiring seminar
hosted by Heartbeats International. Contact us for a full presentation of
the survey, and discover how your brand can beneﬁt from integratingmusic in your branding and communication today.
Phone +46 8 501 189 90
e-mail info@heartbeats.fm

SHARE YOUR THOUGHTS ON THE SURVEY
AT WWW.SOUNDSLIKEBRANDING.COM

Heartbeats International AB
Phone +46 (0)8 501 189 90
e-mail info@heartbeats.fm
www.heartbeats.fm
www.plazapublishing.se
A part of the Plaza Publishing Group