Join the band?: More than ever, marketers are letting the music do the talking
Robin Schatz
Key insights
- The music and the brand have to have shared values.
- Find emerging artists and work with them to make the music you want.
- Music can radically change consumer perceptions of a brand.
- Artists aren't part of your media inventory; they're a relationship that can take a lot of managing.
Brands have been aligning themselves with musical artists for decades and, in the case of Coca-Cola, for more than a century. In 1904, Metropolitan Opera diva Lillian Nordica became one of the brand's...