Sonic Branding & Music Strategy
Music isn’t background noise. It’s a business decision.
This category covers the intersection of sound and strategy — how sonic identity shapes a brand, how music programming drives guest behavior, and how entertainment operators can turn what’s playing into a competitive advantage. Drumming, data, and the business of music. All of it lives here.
I currently manage the entire music program for a global brand. As part of my duties, I am responsible for the direction of background music creation for over 30,000 tracks that are cycled monthly across our properties. These tracks are organized in playlists that fire throughout the day to support the experience of […]
In my post Herd Mentality in Entertainment, I discuss how a small piece of our brain called The amygdala (what some call the old mammalian brain) is responsible for our natural mental reflexes to evade predators. This is a key component to my overall concert consumer behavior thesis as it is my belief that this […]
You may be surprised to learn that all of the ads you encounter each day aren’t just to get YOU to purchase products. While this is a majority of the brand’s intent, there is an additional hidden agenda and it comes in the form of a pull marketing strategy. According to the Corporate […]
Differentiating your product, service, or brand is not only good. It is imperative. However, the marketer should not overlook the psychological importance of establishing brand parity before engaging in this practice. In his book Predictably Irrational, Dan Ariely discusses the consumer behavior of herding. His theory is built upon decades of research which reinforces […]
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