The Citizen Group
Brave Brands:
The sound of Axe

The sound of Axe

If you are still unsure how a more effective use of sound can help build brand equity, then listen to this new offering from those people at Axe. Get past the adolescent maleness of the clip, and focus on how sound has been brilliantly utilised to shape the consumer experience.  Use headphones when listening to...
Sensory Marketing: A musician’s approach

Sensory Marketing: A musician’s approach

Be it Dubai or Mumbai, London or Lisbon, citizensound is excited to find that more and more brands are investing in the power of the senses as part of the consumer experience. The old one dimensional approach to sensory marketing is moving out of the mainstream into the background, being replaced by strategies that consider...
Case Study: the sound of Scion

Case Study: the sound of Scion

Unless you live in the US Scion might be a new name to you, but this car brand developed by Toyota, like their other sub-brand Lexus, is aimed at a very distinct target audience, but in this case the young car buyer. Scion’s mission is to “provide distinctive products, the opportunity to personalize, and an...
VV Brown : Banner Ad

VV Brown : Banner Ad

Now I am not a big fan of banner ads from music companies. The belief that a banner will lead to immediate sales ( behold the one-click sales strategy) is thankfully being seen for what it is. Merely the pitch of a Direct Marketing company selling their wares. As click-through rates disappear out of sight,...
The Feelings Mutual

The Feelings Mutual

Tennents have been a big supporter of live music for some time. Their T In The Park festival has been around since 1994, and has been a massive success for bands, fans and the brand alike. But with so many big branded festivals around (V, O2 Wireless, Carling…) how do you stand out in a...
Starbucks: smell the coffee and think small…

Starbucks: smell the coffee and think small…

So have Starbucks given up on music or are they just refocusing their attention? When it was announced this week that they were to pull out of their record label Hear Music and hand over this business to their partners the Concord Music Group, an obvious reaction was ‘So what went wrong?’ This news was...
Venice Festival Of Media : Brands Do… Or Die!

Venice Festival Of Media : Brands Do… Or Die!

The rise of DIY culture is not restricted to the music industry. Brands know that they have to earn their place in the consumer’s life. Improved insight on how to gain and build trust is ever more important. A full page advert that states how wonderful the company’s Corporate Social Responsibility policy is, will not...
Sonic Retail Rant 4: The Sound of Silence

Sonic Retail Rant 4: The Sound of Silence

  In the citizensound sonicRetail survey, we found a few stores decided on a policy of a music-free zone in–store. Shops such as Church’s shoes had the sound of people talking and shoes being squeezed on to feet, nothing more. And this worked for the environment and the clientele. A sense of calm away from...
Sonic Retail Rant 3: Is Mango the Westlife of Fashion Stores?

Sonic Retail Rant 3: Is Mango the Westlife of Fashion Stores?

  Mango stores are the sonic version of vanilla ice cream. After a while you are yearning for mint choc chip, raspberry, peach or mango even…anything but  vanilla…I have to ask the question – what is the point of having music in store if the music is so bland? It got me thinking… If Mango...
Sonic Retail Rant 1: What is the sound of your brand?

Sonic Retail Rant 1: What is the sound of your brand?

The magazine Media & Marketing ran a few features on Brands and Music in their February issue that are worth a read, including some thoughts from citizensound. Also published within the magazine was an article I wrote on the sound of retail environments. citizensound carried out an extensive survey at the end of 2007 early...
Brands in Music: Selling Out or Buying In?

Brands in Music: Selling Out or Buying In?

citizensound organised and moderated a panel that goes to the heart of what we do. Bringing brands and artists together with one thing in mind: ensuring that Brand, artist and fan all benefit from any deal constructed. We convinced the In The City organisers that the growing links between the Brand music worlds needed to...
Jazzie B at In The City – An example of a Music Brand or the epitome of community music?

Jazzie B at In The City – An example of a Music Brand or the epitome of community music?

Saint Jazzie of B was a highlight at In The City. He was interviewed by Lloyd Bradley (more in him later!) and talked about how Soul2Soul started out. Two things struck me whilst he was talking. Firstly, that Soul2Soul was very much music of the community – created, produced, refined and promoted by the community....