Music in the soul can be heard by the universe. -- Lao Tzu

What is the Sound of Your Brand?
By Mike Jbara

When it comes to attracting an audience, music is more powerful than it's ever been. "What is the Sound of Your Brand?" is a new way of thinking about how music can establish a brand identity, reinvent a brand, or add value to retail and marketing campaigns. Warner Music Group has broad expertise in helping companies use music to deliver "must-have" products and outstanding customer experiences. We partner with brands to understand their needs, forge a music strategy and deliver a concrete plan of action.

Creative Assets
Warner Music Group is home to a wide range of new stars and legendary artists with huge communities of fans. We're focused on the platforms, content and branding opportunities that will excite and engage customers. These include physical and digital recorded music, custom products, name and likeness deals, artist merchandise and live events. Our catalog covers all tastes and all forms of fan behavior, so whether it's through pop, rock, electronic, country, jazz, or classical, we can reach almost any type of consumer.

Research
Research is done on the audience profile of the brand or retailer. We don't just consider music; it is also important to know what else your customers consume (goods, media, social media, fashion, etc.) in order to identify authentic connection points. Market analysis is then used to find mutually beneficial collaborations between our music and your brand. The right music can transform a brand and become a bridge to consumers, both existing and new.

The Process
The process begins by identifying objectives and asking the right questions, including:
-- Who is your customer?
-- How do you plan to reach your customers?
-- What are you asking your customers to do?
-- How do they engage with music?

The answers to these questions create the building blocks for a unique campaign that is specifically tailored to your brand.

Consider these opportunities as ways to integrate sound into your brand:
-- New Product Launches
-- Member Loyalty and Reward Programs
-- Driving Traffic to Physical Locations
-- Website, Facebook, YouTube Campaigns
-- Data Capture
-- Philanthropic Initiatives
-- Customer Relationship Management
-- Anniversary or Historically Significant Retail/Brand Milestones

Chevy Sonic Has Fun
For example; Chevy licensed the band Fun's "We Are Young ft. Janelle Monae" for a national commercial in order to promote the new Chevy Sonic.
-- Consumers who visited letsdothis.com received a download of the track. The program saw a 100% redemption rate.
-- The Chevy Sonic - Fun commercial was played during the 2012 Super Bowl reaching an audience of over 160 million.
-- The joint effort of Chevy and WMG created one of the most memorable campaigns of the 2012 Super Bowl.

How can WMG help companies attract and engage more customers, and for longer? We have access to new technologies, emerging digital platforms, fresh marketing ideas and unforgettable artists and music. Music can give your brand more depth, more sound and more life. What is the sound of your brand?

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Mike Jbara is the President and CEO of WEA Corporation (Warner-Elektra-Atlantic) within Warner Music Group. Based in New York, Jbara is responsible for the company's overall strategic direction and day-to-day operations from sales and marketing to production and distribution. Before being named President and CEO, Jbara served as WEA's Executive Vice President and Chief Operating Officer, transforming WMG's traditional manufacturing and distribution division into a digitally savvy, multi-faceted distribution hub. Jbara has also served as WEA's Vice President, Production and Media Operations, and Vice President, Operations and Studio Services. For more on Warner Music Group, click here.

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