Our brands are able to stretch. One of the benefits of branding is brand equity. If we build brand equity, there is an umbrella for the product to operate under. That can carry you through good and bad times. Entertainment, though, usually isn't branded.
People buy based on stories, artists, and sound.
At BMG, our brands are our artists. The brand is everything. It's reliability, credibility. It's what lifestyle you want to convey. Our business is also about passion.