Tapping the emotion and continually reinforcing engagement between brand and consumer has long been a central element in marketing. For the next few blog posts I will be sharing developments in the use of music in the luxury industry.
Most people may already be thinking that luxury brands have been using music in their marketing and branding for the longest time. To a certain extent that is true: television advertising, retail store playlists, curated music at catwalks, endorsements by the biggest names in music and so on. It actually seems to be the norm for luxury brands (and brands in general) nowadays to use music in their marketing.
But few have taken it to the next level, of using music not just a mood enhancer but in actually embodying the brand.
Here is an example of a luxury brand, Burberry, using music to show the relevance and substance of the brand beyond style.
Burberry allows music to take center stage: they did not use music stars or glamorous clout but instead by “less famous” musicians to provide something more personal and nicely crafted.
Burberry is a British brand and so they used young British musicians in a rural British location that not only strengthens their brand image but also extends it to a fresh and younger target market. Since then, CD releases and live musical performances and campaigning have been a major keystone in Burberry’s marketing agenda.