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Entrepreneur, composer, DJ and producer for film and cinema and other media, Clemens Ruh has +15 years experience creating and producing music for clubs like Distillery and Elipamanoke in Leipzig, Germany, Continue reading “185. Clemens Ruh on ‘Defining’ Music, Cover Design & How Music Shapes Emotion”
It can be easy to settle on something that feels right. Something that seems to make sense of all the confusion.
You’ll feel relief when you get to this point. You’ll think you’ve cracked it. You’ll feel good.
But then you have to take a step back from what feels really good and ask:
But is it great?
Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance.
This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and metaphors.
They are particularly ripe marketing tools, because they lead the imagination and evoke the feelings that strike at our heart not our head.
Loss Aversion: we hate losing what we’ve got.
When we copy, we justify it. When others copy, we villify it.
Most of us have no problem with copying – as long as we’re the ones doing it.
The blank page is one of the greatest challenges faced by the creative person.
When you’re creating something from nothing, the fear of failure is always there.
This will compromise your idea. You have to be supremely confident in your ability to achieve something outstanding.
Confidence depends on the quality of the story they can tell. So it’s not surprising that one of the hottest new forms of advertising is ‘Branded Content.’
Increasingly advertisers are choosing to spend their investments often in the form of entertaining stories that blur the line between conventional advertising and entertainment.
We might enjoy these new forms of advertising better, but we also may become more influenced by them without ever knowing why.
Sound can be grand, subtle, complex, obscure, comical, spine chilling, or emotive.
Think about how a particular sound of an old song can make you feel; how it can transport you to a precise moment in time.
A mnemonic is a ‘memory aid’ that helps people to remember your product or campaign. These can be visual, audio, or both using a memorable voice, or even a simple sound effect or jingle.
Reach inside and pull from the hearts of your audience.
Pull from scripture (religion), songs (that they have sung together), and use those as a device to connect and resonate with your audience.
Painting a picture of a new bliss using the very things inside of them that they already hold as sacred.
If a sound exists, it can be easily recorded, re-created, or imitated in the studio.
And don’t forget about audio mnemonics (memory aids like jingles and voice overs), which can help to brand a product or campaign.
One of the paradoxes of the Internet is that, although it rewards celebrity stories and videos of kittens playing with yarn, it also rewards sites that go narrow and deep.
The reason is technological. While there aren’t as many people interested in the details of N.S.A. surveillance or prison conditions as there are people interested in sports or pop singers, the Internet allows them all to gather in one place.
And, when they do, the readership can be a substantial and influential one.
Since emotions are so potent, it is important to handle them carefully when trying to create an emotionalized brand strategy.
Emotions can make or break a brand, and once a mistake is made and you have an explosion, it can be very difficult to put the pieces back together.
The stronger the emotional territory, the longer the brand impact will be – for better or worse.
Different music can change the mood of an ad entirely. The right track can take a commercial to another level. Often a great ad will promote (or re-promote) a song to chart-topping status.
It always amazes me that while music can transform itself to appeal to the emotional aspirations of one generation to the next, consumer brands are just frozen in their history.
By changing certain interesting aspects of your website… people might long on regularly, just to see the latest lighting or graphics ‘show’ and tell their friends about it.