Tag Archives: commercials

great minds on music: an interview with chuck porter

Armed with a laptop and a digital recorder, Uli Reese, President of iV2, traveled the world in pursuit of some of the top names in the business of advertising. We’ve edited and compiled his conversations with these innovative thinkers into a series we’ve dubbed “Great Minds on Music.”

“‘There is no learning without emotion’, and one of the easiest ways to evoke emotion is with music” – Chuck Porter

GREAT MINDS ON MUSIC: AN INTERVIEW WITH CHUCK PORTER

Reese: Let’s start with a question I ask everyone who takes part in this virtual round table: how does a big idea feel? Do you recognise it immediately when it arrives?

Porter: In my experience it varies dramatically. Someone might come into the room and say: “What would happen if Burger King stopped selling Whoppers?” and instantly you say, “Wow, that’s an interesting way of talking about the brand – that could be big.” Other ideas percolate for a while. We had an idea, also for Burger King, called “The Subservient Chicken”. It was a guy in a chicken suit you could control online by typing instructions. “Chicken the way you like it,” was the inspiration behind the campaign. It was one of a few ideas we batted around for while. But it went massively viral – it was huge. I wish they were all instant “wow”, but in my experience they’re not. Sometimes you come up with an idea you think is going to be gigantic, and the response is just so-so. Other things seem kind of interesting, but they explode.

Reese: Let’s move on the big question. How important is music in your work?

Porter: Oh, it’s huge. Music creates emotion. On the wall in my office there’s a quote from Plato from about 350 BC which is: “There is no learning without emotion”, and one of the easiest ways to evoke emotion is with music. Scent is actually easier, but it’s hard to get your audience to smell something. Getting them to listen to music is the next best thing. No matter who you are or where you live, I guarantee I can play a piece of music to you that will take you back to when you were 15 years old. Continue reading

audio branding ROI : there’s no app for that…

A survey conducted in 2008 by Heartbeats International revealed that of the 70 managers of global brands participating, 97% thought that music could strengthen their brand. In the same survey, when asked if music were an important tool for building a consistent and unique brand, 68% of the respondents answered in the affirmative.

Only 4 out of 10
brands have actually
identified how their
brand sounds. Only
2 out of 10 have
any type of audio logo.

But even with an overwhelming consensus that sound (in this case, music) in a branding context is perceived to be extremely valuable, the same survey found that only 4 out of 10 brands have actually identified how their brand sounds. Only 2 out of 10 have any type of audio logo.

Quite a discrepancy between “beliefs” and “actions.” Continue reading

audio branding: a discipline

Recently, a graduate student in pursuit of her Ph.D. in Psychology of Music contacted me for an interview. As we spoke, I referred to the development of audio branding as a “discipline.” When we circled back around for more questions, Alison inquired about my choice of words.

We are understanding more and more the importance of “using our heads” – looking to science to help us move towards more predictable results from the sonic connections we seek to make between brands and brand users.

“What do you mean by ‘discipline’?” she asked.

I replied that, from my perspective, the development of audio branding over the last ten years resembles the evolution of Psychology. Originally the domain of philosophers, Psychology would eventually come into its own as an accepted “discipline” – a branch of instruction and learning with clearly defined systems, paradigms and best practices.

Continue reading

welcome to iV interactive!

This first post marks the beginning of our new blog initiative. We envision it as a place where Music City and marketing meet, where our friends and associates gather for some interesting conversations about audio branding, music, sound design, marketing and anything else we feel compelled to explore.

In the posts ahead, we’ll consider everything from trending topics in the field of audio branding to past research to how the same technology that has leveled the music business has also shifted marketing paradigms in the advertising industry.

We’ve also been traveling around the world, conducting a series of interviews with some of the most talented professionals in the field of marketing today. We’ll share their thoughts on music, advertising, audio branding and the future of marketing with you as another way of stimulating the conversation.

iV is built around the ideals of community, collaboration and communication. So pull up a chair, share your perspectives and let’s explore the conversation together.