I discovered this report through the Twitter feed of tomwilliams founder of Give Meaning. It is a really fabulous report availble through free registration. This is a video of the presentation given by Heartbeats International on March 19 2009 at Nordic Light Hotel with speakers Jakob Lusensky (Heartbeats International) and Sarah Tinsley (Bacardi).
SOUNDS LIKE BRANDING™ Stockholm from Heartbeats International on Vimeo.
Heartbeats International has a fabulous homepage which I suggest checking out through the link available above.
There is some really interesting stuff in this conference. I really love the idea of corporate branding becoming more intertwined with music because I have always believed that music is the most powerful tool in evoking feelings and personal images. It's not about selling out, or becoming a slave to the big corporations because in this scenario there is no chicken or egg question. The music will always come first and it is the reponsibility of the brand to indentify the attributes (not just within the musicians or their fans) within the actual composition to create a brand positive fit for both parties.
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