How to choose the right music for your brand

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Jump to:Definitions | Where to start | Essentials | Case studies | Further reading


Branding includes a great many factors that, when put together, form the collective promise of a company to its customers. Many branding elements are made up of how you position a brand. Is your organization the safe, traditional one, or the young upstart? Are you the high-quality, premium product or the low price alternative?

Branding also manifests itself with your business practices. Are you responsive to customer issues? Are you active in real-time social networks?...

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