Brand Song is a track which was either exclusively written for the brand (e.g. Langnese: “Like ice in the sunshine”) or was licensed exclusively for the band from existing repertoire (e.g. Microsoft: “Start me up”).
The brand song is then consequently used in brand communication (e.g. Becks: “Sail away”). From a Sound Branding perspective the brand song should incorporate all relevant Sound Branding elements, i.e. the sound logo, the brand hookline, the brand voice and overall reflect the identified Acoustic Identity of the brand.
When developing a brand song…the key question is whether the song is focused on external or internal usage. External usage (commercials) demands different aspects (e.g. length, voice over, fit to TV commercial) than a brand song which is focused on internal usage. In that case the musical scale needs to be defined upfront (e.g. conviviality, cheerful or motivational). Crucial for every brand song project is to clarify licencing agreements so that all people involved are clear about usage rights (e.g. which media is included?). All these issues should be part of an intellectual property strategy.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.