Investing more wisely doesn't mean spending more, Max De Lucia encourages brands to add music to their marketing mix
Sportswear brand Under Armour has suffered quite a dramatic loss recently as direct-to-consumer levels drop. Founder and CEO, Kevin Plank told investors “We’ve got $0.5bn to spend on marketing. It doesn’t feel like we’re spending it.” This sentiment underscores a critical challenge facing many businesses today: investing in marketing doesn’t just mean spending more - it means spending wisely.
It’s a rocky time for other global names, too, as Starbucks appoints a new CEO amidst sales declines, with another recent report showing that X’s reputation has fallen to the lowest level since the Musk takeover.
So, what lessons can brands learn from these mistakes when reinvesting in their brand, and where should the big players like Starbucks, X and Under Armour put their marketing budget?
A recent study from WARC showed that a growing number of British adults agree that they’d be more likely to engage with brands that have a sonic identity. DLMDD research last year proved that 20% of young adults are more inclined to choose or buy a product from a brand with a sonic identity compared to those without.
As attention spans are getting shorter, audio branding provides a fresh opportunity for brands to keep the interest of consumers who are quick to scroll.
Max De Lucia, Co-Founder and Director, DLMDD
This is where the expertise of music supervisors and creative sound studios comes into play. While it might seem like a niche or secondary aspect of marketing, investing in a sonic identity can be a powerful lever in a brand’s overall strategy - if done right.
Who doesn’t instantly recognise Tudum, the three-second jingle crafted by Netflix? Or McDonalds I’m Lovin’ It - whether it be whistled, hummed or sung? And even Intel's audio logo - the ‘bong’, created by Austrian musician Walter Werzowa in the 1980s. These are prime examples of brands that have effectively embedded their sonic identities into the minds of consumers
As attention spans are getting shorter, audio branding provides a fresh opportunity for brands to keep the interest of consumers who are quick to scroll.
Building a strong sonic identity or finding the perfect song for your campaign isn’t as simple as picking a catchy song or adding a sound effect. It requires a nuanced understanding of a brand’s values, audience and goals, which is where music supervisors play a crucial role. A good music supervisor will bring a deep knowledge of music’s emotional and cultural impact, ensuring that every note aligns with the brand’s personality and objectives.
Cutting corners by opting for less experienced supervision, or even using AI tools to generate sound, can result in generic or forgettable audio that doesn’t resonate with consumers. As with any other aspect of marketing, the investment needs to reflect the potential return. Hiring quality music supervisors who collaborate closely with talented musicians and studios can help ensure you get the most for your money - and accelerate business growth.
Getting sound and music right in advertising campaigns can be the difference between a lukewarm reception and a campaign that drives sales up.
Being musicians at the core, music advisors are the only way to go when choosing a soundtrack that will hit the right tone with your audience. There are a few ways to approach this:
Brands should engage music supervisors who understand the intricacies of sound and can curate the right tracks for campaigns. Their expertise can help in identifying songs that not only fit the narrative but also align with the brand’s values and audience expectations.
Rather than relying solely on existing tracks, brands should consider investing in custom music. Original compositions can provide a unique auditory identity that sets the brand apart from competitors and builds a stronger emotional connection with consumers.
The use of sound shouldn’t be limited to commercials or a single sonic identity. Brands can integrate soundscapes into their social media content, websites and even in-store experiences. Consistent auditory branding across platforms can reinforce brand identity and recognition.
Understanding the target audience’s preferences regarding music can significantly enhance engagement. Brands should invest in market research to identify the genres and artists that resonate with their consumers, allowing for more targeted and effective marketing strategies.
Beyond just music, brands can explore the incorporation of sound design in their overall marketing strategy. This includes using ambient sounds or even voiceovers that align with their brand identity, enhancing the overall consumer experience.
Of course, a comprehensive marketing strategy encompasses much more than sound. Visual identity, digital presence, influencer partnerships and content creation all remain vital. However, sound should not be an afterthought - it should be integrated seamlessly into the overall branding effort.
In a world where consumers increasingly seek authenticity and connection, the right sound can be the difference between a fleeting impression and lasting loyalty.
Max De Lucia is Co-Founder and Director at creative sound boutique DLMDD, an agency of advertising-wired musicians making brands famous for how they sound. Before embarking on his advertising career at WPP's Mindshare, Max received formal training as a composer at Trinity Laban Conservatoire of Music and Dance. Before founding DLMDD five years ago, Max was Head of Brands at Adelphoi Music. It was here that he met his DLMDD business partners, Greg Moore and Sascha Darroch-Davies. The trio made endless records in the company's recording studios next door to The Ivy and took the business to dizzying heights before embarking on their entrepreneurial journey. Putting their initials together, the trio formed the greatest monogrammed company in the world of brand sound, and now produces award-winning work for globally iconic brands including Amazon, Singapore Airlines, Cadbury, Muller, MINI, Standard Chartered, and many more.
Looks like you need to create a Creativebrief account to perform this action.
Create account Sign inLooks like you need to create a Creativebrief account to perform this action.
Create account Sign in
