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Why A Music Strategy Matters to Brands

Posted by Jason on January 15th, 2010

Steve Yanovsky is bullish on the importance of music in what he calls the “thrivecycle”—where customers live, thrive and buy. Mr. Yanovsky is a music and emerging media strategy consultant at Mindshare, a unit of GroupM, a media investment management firm. He says to brand managers, “if connecting on an emotional level is central to consumer engagement, then music offers a multitude of paths to accomplish this.” Elena Malykhina of Brandweek reports on Yankovsky’s success with Heineken, ESPN X Games, Trojan, and the New Moon Movie Soundtrack album. Read the complete article here.

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