Sinead Thesis

Posted on: July 30, 2011

 

Heartbeats International  have identified 3 ways in which a brand can interact / engage with customers online using music
  • Association: Brand is linked to music artist(s) who give exclusive access to customers, from their connection to brand
  • Exploration: Brand introduces customers to new music/artists
  • Involvement: Brand encourages customers to create music, vote on music, etc,
My study is about building on this structure
and its main aim is to highlight the steps involved in  how to achieve strong brand equity by using music to engage customers online

My study is aiming to
  1. Discover if an online environment is a suitable platform for engagement
  2. Determine if music is a viable engagement tool
  3. Identify the value of using music to engage customers online but also highlight the obstacles
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Rayan Parikh – 2009

"The approach of using music to connect with viewers on a deep emotional level rather than a rational or congnitive level in advertising fundamentally redefined it as a brand building tool."

Schmitt 1999

"Creating cognitive problem solving experiences that engage customers creativity"

Sounds like branding

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