101 Great Minds on Music, Brands and Behavior
In 2010, audio branding expert Uli Reese set out on a mission to engage the top leaders in the world of marketing in honest conversations about music and advertising. How important is music in building a brand? What informs their creative decisions? When it comes to costs, how do they measure ROI? How do they think music impacts perception and drives behavior?
Those conversations have culminated in the release of "101 Great Minds on Music, Brands and Behavior." A project of unprecedented scope, this book offers over 400 pages of candid interviews with some of the biggest names in the business: Sir John Hegarty (Founder, BBH), David Droga (Founder, Droga5), Amir Kassaei (CCO, DDB Worldwide), Tham Khai Meng (Global CCO, Ogilvy & Mather), Jeff Goodby and Rich Silverstein (Founders, Goodby, Silverstein & Partners), David Lubars (Global CCO, BBDO), Susan Credle (Global CCO, FCB), Nick Law (Global CCO, R/GA), Tony Granger (Global CCO, Young & Rubicam), Matt Eastwood (Global CCO, J. Walter Thompson), Andy Payne (Global CCO, Interbrand), and many, many more.
Follow along as these thought leaders share their perspectives on everything from how they approach music strategically, to how ROI considerations and research impact the creative process. Whether you're a composer, creative director, music supervisor, researcher, marketer, or brand strategist, you're sure to find a wealth of insight that can shape your own thoughts about music, brands and behavior.
What others say about "101 Great Minds"
“Es sind die Top-Talente, die den Unterschied ausmachen.
Published by Brandsongs GmbH © 2015
Book design by Gawan Langer & Felix Damerius, Peter Schmidt Group
"Music plays a huge part in storytelling. It sets the scene, the mood, the tempo of a film. It's visceral and emotional. It cuts across generations, culture and time."
"Music is outrageously important. It's the most visceral of the art forms. It's one hundred percent feel. Great brands communicate through music."
"Our job is to build a brand through language, imagery, voice and sound."
"Music can be extremely powerful. It connects to the heart. Music in advertising and in film influences you and informs you emotionally."
"It's hard to overestimate how important music is. It can trans-form a message."
"It's not about the right sound or
"By far the hardest thing about music is selling it to a client. It's so subjective... Everyone has an opinion, everyone is an expert. I've never had a case where everyone agreed on the music. Never ever."
"Nothing evokes emotions so viscerally as music."
"Music is one of the most influential parts of a brand."
"The future of audio branding is
"You're doing yourself a disservice when you don't use music to build your brand."
"Music is possible one of the most underused and yet most powerful forces at our disposal."