Brand Music Guide
Music Categories Overview
Embedded Files
A systematically deduced and strategically implemented brand sound lies at the core of our mission and constitutes a pillar in retail experience strategy. It is also our answer to the current challenges in brick-and-mortar retail. Our approach is based on a long established audio branding process that we have developed and perfected over the years.
What is Audio Branding?
What is Audio Branding?
Using music strategically aims at charging the brands BOSS and HUGO with desired attributes – emotionally and culturally.
To answer the question of how BOSS and HUGO sound, we analyse the identity and core values of the brands by applying our audio branding process: we identify the central brand attributes and translate them into musical and acoustic guidelines.
The result is an individual brand sound that is built on precise acoustic specifications. It becomes part of the Brand Identity, thus complementing and supporting an efficient and holistic brand communication.
Music Categories
Music Categories
Our main source for developing the brand sound of BOSS and HUGO was the briefing document "BOSS_HUGO_BrandBook_Final_AsOf15June_WithoutVideos.pdf". We have identified two core values for each brand which will form the basis of the respective music categories:
The translation of these four brand values into four music categories paves the way for creating two distinct music profiles – one for BOSS and one for HUGO.
Just as the brand values "Boldness & Attitude" and "Confidence" for BOSS as well as "First-Name Basis" and "Speaking Straight" for HUGO are interlaced to define the brands, the two music categories deduced for each brand can not be regarded as independent.
There are overlaps between the various categories which sometimes can be heard in a single musical piece. These overlaps however are essential in ensuring a fluid and dynamic in-store music programme.
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