What’s your brand ‘MOGO’? Time to strike a new note…

‘If music be the food of love, play on…’ goes the famous line from Shakespeare’s ‘Twelfth Night’. In the brand marketing context, the line could perhaps be rephrased to say, ‘If music be the stuff of brand stories, then play on!’ Indeed, at a time when the scope of brand engagement through mediums including OOH gets increasingly extended, music could well be another experiential element added to strike the right chord in the audience.

In an extremely engaging and insightful session, titled ‘Think Hatke: What’s Music To Brands?’, Rajeev Raja, Founder and Soundsmith, BrandMusiq, shed some exciting light on how sound can make a difference to our moods, experience and perception, and therefore be of great relevance to brand marketers.

Rajeev’s session kept the audience hooked, start to finish. In fact he got everyone‘s attention right from the word go, with his question,  “If the whole world were blind, how would your brand be recognized? Even as the question left everyone reflecting, Rajeev gave the answer: Sonic Branding. With that he proceeded to enlighten the audience on the power of sound, with live demonstration of how notes could effectively connote different images and their associated emotions.. Being a musician himself (a talented Jazz and Fusion flautist), Rajeev could skillfully drive home his point. He also shared the core of the company’s approach summarised in one word – MUSE (Musical Strategy Exercise). The process involves discovering a brand’s personality and accordingly mapping and arriving at its ‘sonic’ identity or ‘MOGOSCAPE’ as he called. He explained it further with the case study of how BrandMusiq created the world’s first sonic brand for Mastercard and its MOGOSCAPE.  Thanks to this, a new term has entered the marketing lexicon – MOGO (musical logo)!

A powerful demonstration of ‘MOGO’ for different brands, including HDFC, Zomato and Vistara really showed the audience that it’s perhaps time for brands to strike new note when it comes to their story telling.