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The universality of music has made it a potent tool for brands
to utilise in building brand image and creating instant brand recall. Music has
been discovered to inspire and move the target audience to action. While some
brands use music creatively to promote the brand through radio jingles and TV
commercials, other brands adopt musical talent programmes to build brand
association with the target audience.

When Skye Bank introduced
‘Hakunna Matata’, it was one that resonated with the audience. The follow up
campaign, ‘‘I wish I have friend saying yes to my dreams” also provided
soothing relief. It has been discovered overtime that music has an enduring
effect on consumers especially when the brand has a mass appeal.

The music appeal in the Indomie “Mama do good” is one that every
child has adopted as a sing along. It really exemplified the brand values as
one that provides the satisfaction and fulfilment the consumers’ desire.
However, a major focus of this column is on talent discovery through music which
appeals more to the youth market.

The last edition of ‘Project FAME’ is one I will not forget in a
hurry. This is due to utmost importance my young boys attached to the
programme. My children were always excited with the performance of the
contestants. This is because of their musical prowess and talent. Matters got a
halt when my son almost compelled me to start voting for his preferred
contestants even when I am not an MTN subscriber!

The above illustrated story speaks volume about the enormous
gains of leveraging brand image through music.

Music is one platform that brands have been adopting to leverage
brand image and build followership. It is one veritable platform to build brand
loyalty amongst the core target. The good thing is that music is a broad
platform that appeals to all and sundry. Regardless of the age group, there is
a particular genre of music that appeals to a particular group.

Some brands have been using music as a springboard to identify
with some core target and build loyalty. This is exactly the case with the
Telecommunication companies. The MTN Project Fame is one that unearths the raw
musical talents of youth. It brings to fore the potentials and innate gifts of
the youth. This has a major impact as every talented youth looks forward to
feature in the programme. The Nigerian Idol show by Etisalat is also one
laudable platform to develop the potentials of youth in music.

This is one area that brands can still impact the lives of youth
by identifying talents and developing them. It should actually reach a stage
where music producers should fall over themselves to produce albums of such
identified stars. What this translates to is that a single brand can produce
several stars in music through their talents. When brands go extra mile to develop
youth, it reduces social vices and builds brand loyalty for such brands.
Through this, brands also demonstrate to youth that they can live without drugs
and other social ills.

Music platform also gives consumer experience that enable brands
create strong associations. This is also evident in the Regal Gin Fuji Slam
which has Fuji act, Wasiu Odetola (aka Pasuma) performing at the slams across
the South West region. Fuji music is acceptable to brand consumers across the
South West States and this was used as a springboard to connect with the target
audience. The brand leveraged music to promote brand benefits while also
creating fun and entertainment which are synonymous with the brand personality.

The benefits of leveraging brands through music are innumerable.
Brands should elevate the music platform by building brand icons through raw
talents. This will massively build loyalty and create “an army” of brand
loyalists. There should be a national event that should be a “must” for
participation. When brands builds music icons, it enhances brand image and
drive brand visibility across the target segment.

Through the musical talent shows, it has been a worthwhile
experience watching potentials being developed and skills harnessed for maximum
impact. A brand can establish an academy to train and nurture the musical stars
to establish themselves in their career. This should be the next level for the
sponsored musical shows. Beyond the prizes being won, there should be an
enduring legacy that brands should leave behind. There are still untapped
opportunities in this area that brands can leverage upon especially with the
army of youth without employment. Brands can still leverage marketing efforts
through a new high ground in building followership and retaining strong
pedigree for generations.

TO OUR DEAR READERS

While your comments and
criticisms are welcome to make this column better, please desist from making
unsubstantiated allegations. This column is not sponsored to perform hatchet
jobs for any brand or organization. It is not paid for to serve as a mouth
piece of any company.