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From the opening horns of the Star Wars theme to the rhythmic, non-traditional use of the tuba that foreshadowed the appearance of the shark in Jaws, theme songs have become an integral part of brand marketing. Corporations, organizations, and causes have learned that music not only sets the tone and expectations for presentations but it also standardizes their message among the venues. When used properly, the music becomes synonymous with the brand. making it more of an anthem than a theme song.
When choosing the music, most tend to focus on the lyrics to reinforce their brand's message. They overlook the fact that music has as much power to inspire and motivate as words. When the lyrics and the music work in tandem, they reinforce each other, making the piece much more effective. However, ready-made music can only approximate the message and never will be a perfect fit.
Using existing music can be easier and cheaper in the short run. This is a double-edged sword. By choosing a well-known piece, the commonness of its use dilutes the song's effectiveness. But it could also lead to negative backlash if the artists involved or another company, which has used it, become involved with controversy. Additionally, using copyrighted work in a public venue or for-profit could lead to legal and financial jeopardy.
However, it is unnecessary to settle for a song that almost represents the brand message. Singer and Songwriter, FiZ offers an alternative. He and his Grammy Award-winning team have written for some of the most widely known singers in the world. They are available to create anthems that will highlight the brand message and target the desired demographics. The exclusivity of the lyrics and music will virtually eliminate the negative consequences of using existing music while emphasizing the most important aspects of the brand identity. By commissioning a signature song that has been composed specifically for the individual, company, or organization, it will be possible to develop marketing strategies and frameworks that will set them apart and above the competition.
To commission a brand anthem email Rochelle at CatalyticConnections.com
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