It all began as a simple idea: sitting down face-to-face with some of the best minds in the world of advertising, asking for their perspectives on the relationship of music and sound to brands and marketing.“I don’t think many companies are using sound in as sophisticated of a way as they could be.” – Nick Law
So, 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. Two years and dozens of interviews later, we’ve edited and compiled his conversations with these innovative thinkers into a series we’ve dubbed “Great Minds on Music.”
GREAT MINDS ON MUSIC: AN INTERVIEW WITH NICK LAW
Reese: How important is sound to a brand?
Law: I think sound is important, and music is important in certain contexts. When I grew up in the advertising industry, before the networked age, it was easy for creative directors to have abstract maxims that rang true. The classic was “less is more.” If you’re creating a piece of print communication, or even a thirty second spot, that’s sort of true: you want people to walk away from that communication with a very concise idea or feeling. But that’s not the only way marketers work today. Another one of the maxims we hear from advertisers, mainly because the industry for many years was driven by 30 second TV spots, is: “It’s all about storytelling.” But now we have media that aren’t just about storytelling, but about frameworks of behavior. I’m holding an iPhone here, and when I turn it on and off it makes a very specific sound. Same when I send an email. There’s an audio layer to this brand that has nothing to do with storytelling and everything to do making functionality apparent. It serves not just to make me feel something about the brand, but to make me understand how the brand is behaving.