The great thing about an original composition is that you don’t have those associations – you own it from the start. The only association is with your brand
Boston, MA (PRWEB) September 26, 2007
Engagement marketing leader The Pohly Company has announced today the release of the company’s September issue of its marketing newsletter, Fuel. Fuel is the leading customer communication resource for building customer loyalty and customer engagement.
This month’s cover story highlights a new emerging trend in the marketing industry - audio branding. “The more senses you incorporate into your branding, the better your chances of having people remember your messaging,” says Graham Lamb, operations director for the Lindstrom Co., the New York/London-based brand consultancy founded by Martin Lindstrom, author of BRAND Sense.
More and more companies are developing short sound bites as a brand-building tool. “If you try to attract consumers using only one sense you may get 5 to 10 % of people to remember your brand. But if you add a second sense, you will lift that to 20-25%,” says Lamb. And you don’t have to spend $1 million dollars on usage rights to do it. There is no guarantee that a classic Beatles or Led Zeppelin tune will have a positive impact on your brand. “The great thing about an original composition is that you don’t have those associations – you own it from the start. The only association is with your brand,” states Julian Treasure, chairman of the London-based Sound Agency and author of the book Sound Business.
About The Pohly Company
The Pohly Company (http://pohlyco.com)] is a diversified marketing and publishing services company that specializes in engagement marketing and customer communications — creating and advancing programs that drive emotional relationships with a company’s customers and best prospects. Services include communications consulting and market research, custom publishing, media sales and consulting, and design communications. The company works with world-class brands, publishers, and major associations, including Continental Airlines, Coca-Cola FoodService, UAW-DaimlerChrysler, Boston Whaler, Western Union, and the Association of National Advertisers. The Pohly Company is also the publisher of Fuel, a bi-monthly newsletter for marketing and communications professionals that focuses on unconventional ways in which to reach and influence key customer groups. For more information on the Boston-based company, visit pohlyco.com and for the marketing newsletter Fuel, visit fuelpublishing.com.