Pepper Awards: A brand should be heard everywhere: Rajeev Raja, BrandMusiq
At the 13th edition of Pepper Awards, Raja, Founder of BrandMusiq and former National Creative Director of DDB Mudra, spoke about the process behind creating a sonic identity for a brand
Sound can be used across different ear points, different moods, initiatives and different media apertures, said Rajeev Raja, Founder of BrandMusiq and former National Creative Director of DDB Mudra. He was speaking at the 13th edition of Pepper Awards.
BrandMusiq expresses a brand’s essence by applying the science of sound and the art of music. They design and manage the sonic identity of a brand.
Raja spoke about BrandMusiq’s journey and the process behind creating a sonic identity for a brand. He also presented a case study done for one of their clients, Master card.
Speaking about the journey of BrandMusiq, Raja said: “The masters of music knew that certain combination of notes, arrangements and rhythms can get you into different moods. Music works in the neurons of the brain and it is creating those emotions because there is physiological phenomenon going inside while listening to music. BrandMusiq’s journey began with this thought of using the science of music to tune the persona of the brand.”
“If you look at the visual identity space, a big brand has strong visual identity. They have logos, colours, fonts associated with it and this is used consistently. But the concept of sonic identity is not used consistently. Today, sonic identity is fairly a new concept across the world,” he said.
Raja also explained the concept of ear points. “We said it is not just about touch points but also about ear points where all can hear the brand, and today the media has exploded. We know that brands cannot survive on TV alone, so brands have to look at apps. They are looking at user interface, on-ground activities. The brand should be heard everywhere, and they need a consistent sound.”
“During audio programmes, we found brands can sound schizophrenic. The power of Television as a primary medium is definitely diminishing. No brand can ignore the digital medium. Sound as a recognition device on digital medium is becoming important. This is what we do at Brand Musiq, we design and manage the sonic identity of a brand,” Raja added.
He further explained the processes through which BrandMusiq creates sonic identity for brands.
Raja also spoke about the crisis the initiative faced during the initial days and how the firm over came the crisis.
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