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… Continue reading