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Articles by Marijn Roozemond
Muziek & campagnes: de 5 do’s en don’ts tijdens kerst
Content 0 3 min lezen Kerst is het drukste communicatiemoment van het jaar. Merken lanceren massaal campagnes, commercials, socialvideo’s en activaties. Alles draait om emotie, warmte en verbinding. Precies daardoor ontstaat ook het probleem: veel kerstcampagnes klinken hetzelfde. Belletjes, piano’s, strijkers en een koor op de achtergrond. Het voelt vertrouwd, maar onderscheidend is het zelden. Juist in deze periode kan je muziek strategisch inzetten.
Audio bepaalt de merkbeleving op TikTok: zo bouw je een herkenbare merkstem
Social media 0 2 min lezen TikTok draait om geluid. Van trending sounds tot pakkende jingles: audio is de motor achter engagement. Uit onderzoek blijkt dat sonic assets in de eerste 2 seconden een brand awareness lift van maar liefst 191% opleveren. Ter vergelijking: een los logo laat in diezelfde periode juist een daling zien van 30%. Dit blijkt uit onderzoek van System1 Group. Op TikTok bepaalt audio niet alleen de sfeer, maar ook of mensen blijven kijken.
Muziek als strategisch marketinginstrument: 5 trends binnen audio-branding
Online marketing 0 3 min lezen Herken je het opstartgeluid van Windows of het iconische ‘I’m Lovin’ It’-deuntje van McDonald’s? Geluid roept direct herkenning op, raakt emoties en beïnvloedt ons gedrag. Steeds meer organisaties maken audio-branding onderdeel van hun marketingstrategie. Dankzij AI, streamingdiensten en social media is het eenvoudiger dan ooit om strategisch met geluid te communiceren. Geluid stuurt gedrag Muziek raakt ons brein sneller dan beelden of woorden.
Sonic strategies for a noisy world
During any economic downturn, it’s important that brands aren’t adding to the stresses of daily lives and instead identifying ways to help ease them. Sound can be a hugely effective marketing asset for this, if used correctly and strategically. Interestingly, a recent research article in The New York Times revealed that people living in loud environments or exposed to sudden fluctuations of noise levels are at increased risk of stress-induced health conditions.
What all brands can learn about making a difference from a sixty-year-old shirt commercial
“Rael-Brook Toplin, the shirt you don’t iron. “Rael-Brook Toplin, the shirt you don’t iron. “Rael-Brook Toplin, the shirt you don’t iron. “Rael-Brook Toplin, the shirt you don’t iron” (repeat) This is the jingle from a TV ad from the early 1960s. It’s for a shirt that you… didn’t need to iron. I’m sure the shirt was also available from all good stores. I’m equally convinced the client would have wanted you to know that it was available at a good price, and that it was quality made.
Where next for brand positioning?
Branding has its origins as a mark of ownership with its use in both the cattle industry and more dubiously in the slave trade. The earliest known example of a branded product was the ‘Fortis’ oil-burning lamps first made in Roman times and produced in Lombardy up until the 2nd Century. Many however would see Lord Lever’s creation of Sunlight soap as the birth of modern branding. The role of his distinctive name and packaging was to act as a guarantee of quality.
It's time for real-world actions
There’s no denying the pandemic has changed our world forever – in many ways for the better. Digital transformation forced businesses to operate in new and innovative ways; the travel hiatus demonstrated the potential for a greener world; and organisations opened up production lines to manufacture everything from hand sanitiser to ventilators and PPE. In the effort to support the greater good, we’ve seen a palpable shift from profit, towards value and purpose.
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