Lucy from Diesel (on the right) joined Kate Williams of Columbus Media at the citizensound session at Venice.

In response to the panel urging brands to commit to more than just the short term when getting involved in music marketing, Lucy shared with the attendees the experience of Diesel.

The Diesel U-Music activity has been active for a number of years, slowly but surely building credibility with both the breaking acts and fans alike. Whilst these two groups seem to be have benefited from the investment from Diesel, how about the brand itself?

Lucy shared with the attendees a classic problem for a brand who gets involved in the music space with the band and fan at the forefront of their activities. How does the brand get recognition for the commitment they have made without coming over as too pushy?

Artists such as Mylo have come through the Diesel U-Music project, yet few people are aware of this. Since becoming an established artist, Mylo has come back to support the Diesel U Music events, so recognition from the artist is not in doubt.

It is the transference of this mutual respect into long term business results that is the tricky bit for Diesel. It reminds me of the conundrum that ethical brands face. Do you tell the world that you are ethical, thus placing yourself in the firing line for those to find any weaknesses in your argument (Memories of Anita Roddick in the early days of Body Shop) or do you just do your stuff and keep low key about it (Levi Strauss a good example)? It is the eternal debate. Shout about your good work or do it quietly.

If the marketing world believes in the power of word of mouth or Advocacy Marketing, then letting others do the talking for you has to be the way forward…