Tag Archives: Audio Branding

Instore Music – the power of emotional branding

Imagine, your are a brand manager responsible for all your branches, brand- and flagship stores (I hope you actually are…). These offer your brand great opportunities to reflect and thus communicate your brands image and emotional positioning through a unique music program.

Studies show that a music concept which fits to the brand, store and target group increases the time that customers spend inside the store. Overall, this leads to more purchases with a higher value – more revenue for your company – and brings additional value to the brand by strengthening its individual image.

However; instore music which supports your brand identity ….. Continue reading

Can you change your brand name? The Pe(p)si case

It was like a little earthquake last summer for all branding gurus who claim you should never change your brand name. To this date – especially for all big international brands the rule was: never change your name in spelling and pronunciation! One brand in all markets!

And Pepsi did just the exact opposite. It changed its brand name in Argentina to “Pecsi”.

There is even an official Pepsi, sorry Pecsi website about pronunciation and it reflects in a humorous way how people from Argentina pronounce english words in a different way, e.g. “Rocanroll”, “Daunlos”. Continue reading